The Yacht Sector

LUXURY CLUB
The Yacht sector

Presented by Lucas Metzger, Basile
parole Mohamed Toumi, Océane
Walker, Capucine Iacazio,
The History of the yacht
YACHT REGATTA UNDER KING CHARLES II THE CORSAIR MODERN YACHT
THE DIFFERENT TYPES OF YACHTS
SAILLING YACHTS MOTOR YACHTS

Great yachting categories
YACHTS SUPERAYACHTS GIGAYACHTS

From 25 to 45 meters From 45 to 65 meters More than 65 meters
Crew from 2 to 4 people Crew from 10 people Very luxurious furnishing
10 passengers 20% sailing yacht Crew up to 70 persons
THE WORLD YACHT MARKET
ECONOMY LEADER
A difficult period after the 2008 crisis The luxury yacht market is fragmented.
Since 2017 the market has been gradually Alexander Marine Co. Ltd., Azimut Benetti
recovering. Spa, and Christensen Shipyards LLC are
Estimated to reach $10.20 billion by 2025, some of the major market participants.
CUSTOMERS IN THIS SECTOR OPPORTUNITY

The majority of clients are Americans, Ddeveloping economies in Asia Pacific
Russians, UAE and Saudi Arabian nationals. region are investing in building yacht
. infrastructure.
Princely, presidential, businessman or
celebrity yachts. Solar powered yachts are becoming a
popular alternative to replace conventional
diesel powered yachts.
OWNERS TENANTS
Multi-billionaires, celebrities, princes, 80% are rented.

presidents, businessmen... This practice also corresponds to new
For a personal use, forms of use by the newly rich who
To demonstrate the power and do not necessarily wish to invest in a
wealth of the owner. unit. This rental market is booming:
Megayachts are owned by people in 2016, there will be around 90,000
with an annual net income generally multimillionaires worldwide,
exceeding $30 million. compared with 80,000 in 2006.
Yacht prices
GIGAYACHT
A 100-metre super-
yacht, capable of
sailing at 25 knots
with a crew of 50,
SUPERYACHT costs an average of
from 20 million to 100 $275 million.
million
YACHT
Can range from 2
million to 13 million
The most expensive
yacht in the world
History supreme : 4 billion euros
Made with 100,000 kilos of solid gold
( The Myth )
Eclipse : 1,5 billion euros

165,5 meters long, crew of 70 persons
( The Real one )
MONACO YACHT SHOW "REGATES ROYALES"
Famous Yacht Event

RIVA
RIVA IN THE 1920'S
RIVA
HISTORY OF THE BRAND
-Founded by Pietro riva back in 1842 on Lake Iseo, in

Sarnico-Italy.
-Not until after World War I that Riva became the

brand we know today thanks to Serafino Riva
-Serafino Riva focused on building motor power boats,

promoting leisure crafts at speedboat races.
RIVA RACING BOAT

1937
RIVA
Later on in the 1950s, Carlo Riva, son of Serafino Riva, elevated the shipyard’s reputation by only using materials of the highest quality.
1956, the shipyard started working with designer and architect Giorgio Barilani :Riva’s vessels quickly became objects of luxury and desire for the wealthy .
In 1962 that the real legend behind Riva was born: the Aquarama. The yacht quickly became a symbol of Riva’s excellence.
ANITA EKBERG ONBOARD RIVA IN 1954 THE AQUARAMA

A RIVA IN THE 50S OR 60S
Riva 110 Dolcevita exterior detail
RIVA
In 1989, twenty years later, English Group Vickers purchased 100%.
The shipyard continues to maintain the values ingrained into the

company by the founding family to this day.
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Same new modern boat
RIVA
Brand code
Design,materials and absolute quality.
Keeping the brands tradition.
The iconic yachts
THE ARISTON ( 1950 - 1974 ) )
•Hull type : displacement
•Hull material : wood
•Length : 6.2m / Weight 1320kg
•Motor yacht
•Max speed : 80 kmh
•Designer / architect : Carlo Riva
•Price (now): 160 000€

The iconic yachts
THE FLORIDA ( 1959 )
•« Made for the americans »

•Length : 5,5m / Weight : 1000kg
•Motor yacht
•Max speed : 35 knots
•Designer / Architect : Carlo Riva
•Price (now): 163.000€
The iconic yachts
THE AQUARAMA ( 1962 - 1996 )
•« Most luxurious Riva’s boat »

•Celebrities’ boat
•Length : 8m / weight : 2500kg
•Motor yacht
•Max speed : 73 kmh
•Designer / architect : Carlo Riva
•Price (original) : 10.800.000 liras (around 5600€)
Retail strategy
•Workshop/Shop in tandem
•Factory and shop in the same place
•One-to-One relation DNA
•Trained salesperson friendly and comely
•Very discernign CRM (customer’s follow-up)
•Few sales points (two main are Sarnico and La Spezia)
•« concept store » tells the whole Riva’s story
•Customer needs to « deserve » the Riva (financially, culturally, by time and patience)
Digital Strategy
Main objective : deeper customers engagement & further implementation in the luxury market of yacht
PURE CLICK STRATEGY CHANNEL MARKETING
INBOUND STRATEGY DEEP CUSTOMERS ENGAGEMENT

WEBSITE
STORE WEBSITE
Social Media
Social Media
Communication & Events
management
THE PROTAGONIST
MAGAZINE
CELEBRITIES TESTIMONIALS
SPONSORSHIP AND CO-BRANDING
Events
PALM BEACH INTERNATIONAL
FAMOUS INTERNATIONAL BOAT SHOW
EVENT
MONACO YACHT SHOW
CANNES YATCHING
FESTIVAL
RIVA
PALM BEACH
INTERNATIONAL BOAT
SHOW
HEESEN
44M OCTOPUSSY, 1988
FASTEST LUXURY
(AT THE TIME)
HEESEN
•1978 Frans Heesen acquired the business, since then

the shipyard has been characterised by constant
innovation, more than 70 yachts created.
•Always been known for great engeniring and

innovation.
THE AMIGO, 1978

THEIR FIRST YACHT
THE ACHIEVER, 1992, A LUXURY
YACHT SPECIFICALLY DESIGNED
FOR LONG VOYAGES, 50M.
HEESEN
•By 1990, Heesen had built more than 25

yachts over 27 meters in length, earning it a
reputation as one of the world's leading custom
yacht builders.
•1996 Heesen, already known for its earlier

Striker sport fishing boats, entered the market
for large sport fishing yachts;
THE OBSESSION, FISHING

YACHT, 1996, 37M
GALACTICA SUPER NOVA,
70M, 2016 : TURNING POINT IN
HEESSEN’S HISTORY, THEIR
LARGEST YACHT TO DATE
HEESEN
•2008, shipyard expansion New construction

facilities significantly increased production capacity
and allowed the company to produce up to eight
Yachts per year.
•They also invest a lot in engineering and smart

design.
ALIVE, 2014, THE FIRST YACHT

IN THE WORLD TO HARNESS
KINETIC ENERGY USING HULL
VANE. REQUIRING 35 PER CENT
LESS FUEL
HEESEN
Brand codes
HEESEN
Brand codes
The iconic yachts
HEESEN YACHT – OCTOPUSSY (BUILT IN 1988)
•« The yacht that couldn’t be built »

•Fastest superyacht in the world (at her time): 53.17 knots
•Hull type : semi-displacement
•Hull / superstructure material : aluminium
•Length : 43.59m / Weight : 254 tons
•Motor yacht (fast yacht)
•2 decks
•Interior designer : Joachim Kinder / Art-line
•Exterior designer : Gerhard Gilgenast
•Naval Architect : Mulder Design
•Price (now): almost 4 millions $
•Commissionned by the US entrepreneur John Staluppi
The iconic yachts
HEESEN YACHT – GALACTICA SUPERNOVA (2016)
•Largest Heesen yachts built to date

•« One of the fastest in her class »
•Hull type : FDHF
•Hull / superstructure materials : aluminium and steel
•Length : 70m / Weight : 1130 tons
•3 decks
•Motor yacht
•Interior design : Sander Sinot
•Exterior design : Espen øino
•Naval architect : Van Oossanen
•Price: 80 millions $
•Owner : Vagit Alekperov
The iconic yachts
HEESEN YACHT – ANN G (NOW LADY LI – 2015)
•World Yacht Trophies 2015

•Hull / superstructure materials : Steel and aluminium
•Length : 49.60m / Weight : 499 tons
•3 decks
•Motor yacht
•Interior designer : Reymond Langton
•Exterior designer : Clifford Denn
•Naval Architect : Van Oossanen
•Available for charters : Between 250.00 and 280.000/week
Retail strategy
•Only based on orders

•Possibility to build « anything you want »
•Specialized in Superyachts (core market 50m to 60m, but
also 60m to 80m)
•Uniqueness of their yachts
•Launch of a new concept : explorer yacht
•Four pillars strategy
Digital Strategy
Main objective : deeper customers engagement & attract new clients + settling further in the luxury market of yacht as innovative brand
PURE CLICK STRATEGY CHANNEL MARKETING INBOUND STRATEGY DEEP CUSTOMERS ENGAGEMENT
Website
Application
Social Media
Social Media
Communication & Events
management
HESSEEN
TV
Events
PALM BEACH INTERNATIONAL
FAMOUS INTERNATIONAL BOAT SHOW
EVENT
MONACO YACHT SHOW
CANNES YATCHING
FESTIVAL
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LUXURY CLUB

The Yacht sector

SAILLING YACHTS MOTOR YACHTS

YACHTS SUPERAYACHTS GIGAYACHTS

CUSTOMERS IN THIS SECTOR OPPORTUNITY

Multi-billionaires, celebrities, princes, 80% are rented.

Eclipse : 1,5 billion euros

Famous Yacht Event

-Founded by Pietro riva back in 1842 on Lake Iseo, in

-Not until after World War I that Riva became the

-Serafino Riva focused on building motor power boats,

RIVA RACING BOAT

ANITA EKBERG ONBOARD RIVA IN 1954 THE AQUARAMA

In 1989, twenty years later, English Group Vickers purchased 100%.

The shipyard continues to maintain the values ingrained into the

CNSD | Nouveaux membres

•Hull type : displacement

•Hull material : wood

•Length : 6.2m / Weight 1320kg

•Max speed : 80 kmh

•Designer / architect : Carlo Riva

•Price (now): 160 000€

•« Made for the americans »

•« Most luxurious Riva’s boat »

PURE CLICK STRATEGY CHANNEL MARKETING

INBOUND STRATEGY DEEP CUSTOMERS ENGAGEMENT

MONACO YACHT SHOW

•1978 Frans Heesen acquired the business, since then

•Always been known for great engeniring and

THE AMIGO, 1978

•By 1990, Heesen had built more than 25

•1996 Heesen, already known for its earlier

THE OBSESSION, FISHING

•2008, shipyard expansion New construction

•They also invest a lot in engineering and smart

ALIVE, 2014, THE FIRST YACHT

•« The yacht that couldn’t be built »

•Largest Heesen yachts built to date

•World Yacht Trophies 2015

•Only based on orders

MONACO YACHT SHOW

CNSD | Nouveaux membres

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