Princess

1965

United Kingdom

Princess Yachts was founded in 1965 and is headquartered in Plymouth, England. The city has a strong tradition of shipbuilding, and Princess started in such an industrial context. The brand was originally called Marine Projects, and was not officially renamed Princess Yachts until 1981. Since its inception, Princess has been focusing on the design and manufacture of high-end power yachts, with a target customer base covering middle- and high-net-worth individuals in Europe, the Middle East, North America and Asia-Pacific. Currently, Princess is affiliated with the L Catterton Fund under the LVMH Group. The brand positioning remains stable and continues to expand its distribution network in the global market. For users who want to own a powerboat with a stable design, balanced performance and a mature after-sales system, Princess is a mature and reliable choice.

Princess Yachts Brand Background

Brand Origin and History

Founded in 1965 and based in Plymouth, UK, Princess Yachts is one of the UK's leading high-end yacht builders. Founder David King set out a clear direction for the brand from the very beginning: to build power yachts that combine performance with elegance. The early Princess project, named Project 31, was initially a refit of a second-hand boat. However, the boat quickly gained market acceptance and became the beginning of Princess' official production run.

For more than 50 years, Princess has continued to specialise in the design and manufacture of luxury yachts, building its reputation in the global marketplace. Currently part of the LVMH Group, Princess is an exemplary combination of luxury and high-end manufacturing.

Brand Manufacturing Facilities

The entire production process of Princess yachts is located in Plymouth, UK. The company has six production plants covering over 110,000 square metres, with complete production lines for fibreglass moulding, hull assembly, interior fabrication and paintwork. This centralised production model helps Princess to control the quality of its products and maintain a high degree of consistency in design and workmanship.

In addition, Princess is one of the few yacht brands in the world to have its own FRP moulding capability, which is critical to the structural strength and safety of the yacht.

Brand Design and Innovation

Princess has always adhered to the concept of designing both inside and outside. The exterior is designed with sleek lines, maintaining a balance between traditional British elegance and modern dynamics. The interior blends handcrafted craftsmanship with modern aesthetics to create a comfortable and sophisticated living space.

In terms of technological innovation, Princess was one of the first brands to adopt resin infusion technology. This process reduces the weight of the yacht while improving hull strength and fuel efficiency. Princess has also invested in electric propulsion systems, acoustic and noise reduction treatments and intelligent marine systems.

Product Range Overview

Princess is currently divided into the following main series:

F Class (Flybridge Series): For family cruising and medium to long distance cruising, with a focus on practicality and comfort.

Y Class (Luxury Flybridge Series): Providing more space and high-end configuration, suitable for private customisation.

X Class (Expedition Superyacht): emphasises on long-distance sailing ability and space flexibility, which is the brand's important innovation direction in recent years.

V Class (High Speed Sport Series): focuses on high performance and is suitable for users who prefer a sporty cruising experience.

S Class (Sport Flybridge Series): balancing flybridge space and sporty performance, suitable for younger, high net worth user groups.

Each series comes with multiple models to meet the specific requirements of different users in terms of size, power and layout.

Yacht Product Style

Princess' product style retains the traditional elegance of British yachts, but also incorporates the aesthetic demands of contemporary luxury living. The design language is not over-exaggerated, but pays more attention to the details, such as the choice of wood trimmings, the treatment of light, and the organisation of the space flow, all reflecting its brand positioning of ‘low-key luxury’.

In terms of interior layout, Princess is good at creating layered living areas in limited space, including the master bedroom, guest cabin, kitchen, entertainment area, etc., which is suitable for long-time living.

Typical Use Scenarios

Princess yachts are mostly used for family holidays, self-drive cruising, corporate business reception and other scenarios. In the European, North American and Asian markets, Princess users are mostly middle- and high-income groups, preferring products with both practicality and aesthetics. They usually have high requirements for sailing stability, space layout and comfort.

The F Class, for example, is suitable for a family travelling from the south of England for a week-long cruise to a Mediterranean coastal port. For business owners who need to host clients for short periods of time, the Y Class offers the right amount of space and privacy for business receptions.

Sustainability

Princess has progressively increased its investment in sustainable manufacturing in recent years. This includes the use of low VOC emitting paints, the development of more environmentally friendly propulsion systems and the optimisation of hull design to reduce energy consumption. In addition to local manufacturing in the UK, Princess is also working hard to promote green production systems with its supply chain.

The company also participates in the Marine Conservation Society programme to support marine ecological conservation, reflecting its sense of social responsibility as a leading company in the industry.

Customer Experience and Brand Culture

Princess focuses on building long-term relationships with its customers. The brand provides a complete customer support system from purchase consultation, delivery, after-sales service to re-sale. In addition, Princess regularly organises global customer events, such as sea trials, yacht parties and brand salons, to strengthen the sense of community among users.

The brand's culture is centred on ‘craftsmanship + modern aesthetics’, which attracts a large number of mature users who care about quality of life. For many customers, buying a Princess is not just about choosing a boat, but also about identifying with an aesthetic and lifestyle.

User Profile from a Data Perspective

According to public data and industry observations, Princess users are mainly between the ages of 35 and 60, mostly business owners, freelancers and high-end consumers. They usually have a certain degree of sailing experience and have a clear understanding of the performance, configuration and subsequent maintenance of yachts.

Users prefer yachts between 40 and 80 feet, with multi-functional partitions and stable performance. The Asian market has grown significantly in recent years, especially in China's coastal cities, Southeast Asia and Australia, where the Princess brand is gradually being recognised and adopted by more high-end users.