Princess Yachts is to introduce a direct sales and service operation for the Asian market through a whollly owned subsidiary.
The shipyard-direct operation will be delivered through the newly formed, Hong Kong-based Princess Yachts Asia and will replace the luxury yacht builder’s existing distributor arrangement in the region.
The new operation will support Princess clients across Hong Kong, Greater China and selected surrounding markets, with the shipyard stating that it will bring it closer to current and future owners while providing a more direct, consistent and personalised experience across new yacht sales, ownership support and aftersales.
Princess says it will continue to maintain strong working relationships with key partners and experienced Princess sales brokers in the region.
New operation
“By bringing Princess closer to our clients in these important markets, we are strengthening the ownership experience and giving owners more direct access to the people, expertise and support behind every Princess yacht,” said Will Green, CEO of Princess Yachts.
“Our focus is on building trust, continuity and exceptional service, ensuring every Princess owner feels supported at every stage of their journey with us.”
The new operation will be led by Adam Waters, who has been appointed managing director of Princess Yachts Asia who previously led the Princess distributorship for the territory between 2014 and 2024, importing more than 145 new Princess yachts into the region.
To support the new operation, Princess is investing in regional capability, including commercial teams, service support and technical expertise operating from the Hong Kong office.
Princess Yachts’ distributors covering Japan, Thailand, Indonesia, Malaysia, Singapore, Australia and New Zealand will continue to represent the brand in their respective markets.
