Princess Yachts Announces New Commercial Strategy for Key Asian Markets

With the introduction of a shipyard-direct sales and service operation, based in Hong Kong, that formally replaces the existing distributor arrangement there, Princess embarks on a bold new direction in the Asia-Pacific region.

The new approach will support Princess clients across Hong Kong, Greater China and selected surrounding markets, bringing the shipyard closer to current and future owners while providing a more direct, consistent and personalised experience across new yacht sales, ownership support and aftersales.

The shipyard-direct operation will be delivered through Princess Yachts Asia, a wholly owned subsidiary of Princess Yachts Limited. Based in Hong Kong, Princess Yachts Asia will provide clients in the region with direct access to Princess shipyard expertise across technical sales, engineering and design.

In a statement, Princess Yachts has extended its thanks to Sun Azure Nextwave for their dedication and commitment to the Princess brand throughout their time as distributor. The shipyard says it looks forward to continuing to work closely with the company during the transition period, ensuring a continuity of service and support for Princess customers.

As part of the new approach, Princess will continue to maintain strong working relationships with key partners and experienced Princess sales brokers in the region, ensuring clients can continue to benefit from trusted local relationships alongside direct factory support.

“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,” says Will Green (above), 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 (below), Managing Director of Princess Yachts Asia. Adam brings significant experience of the Princess brand and the region, having previously led the successful Princess distributorship for the territory between 2014 and 2024, importing more than 145 new Princess yachts into the region.

Princess has stated that it recognises the importance of providing reassurance to existing owners throughout this transition. Current Princess clients in the region will continue to receive dedicated support, with the company focused on ensuring continuity of service, clear communication and a smooth ownership experience.

To support the new operation, Princess is investing in regional capability, including experienced commercial teams, strengthened service support and technical expertise operating from a dedicated office in Hong Kong. These developments reflect Princess Yachts’ long-term commitment to the region and to delivering the exceptional standards expected by Princess owners around the world.

This new commercial initiative applies to Hong Kong, Greater China and selected surrounding markets only. Princess Yachts’ established, inventory holding distributor partners in Japan, South East Asia, including Thailand, Indonesia, Malaysia and Singapore, and Australia and New Zealand will continue to represent the brand in their respective markets.

These long-term partners remain an important part of Princess Yachts’ global distributor network.

The new Princess Yachts Asia team will be available to meet clients, partners and brokers at the Cannes Yachting Festival and Monaco Yacht Show in September and Hong Kong Boat Show in December.

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