Princess on the move

Princess on the move

Princess starts 2021 with full order book and new Sydney HQ.

Princess Yachts NSW has moved to a new Sydney head office, relocating to the heart of Double Bay and planning several initiatives in the coming months to support the arrival of new models.

Co-directors, Sean O’Doherty and David Jensen have worked with the Princess brand for eight years and have strong bonds with the UK factory, as well as a loyal coterie of Princess owners.

The allure of the British brand, according to Sean is “its enduring tradition and continuity over half a century, and its commitment to evolution”.

“Princess is renowned for its superior build quality and commitment to heritage. The company is extremely service orientated, and for us and our clients that means accessibility of parts, communication and customisation.

The Princess range is distinguished by “continuing its proud heritage in the line of the hull, and moving forward structurally to offer greater performance, increased internal volume, and all-round practicality, seen in features such as the full-beam midship Master cabin, raised galley aft and expansive foredeck seating areas”.

Sean continues: “The Princess X class – X 80 and X 95 – represent an enormous step forward for the brand. Nothing in their categories competes. The X95 has the volume of a 120-footer, and technology is at the forefront, which places them streets ahead of other production vessels.”

LVMH and the collaboration with Pininfarina has been pivotal in the evolution of Princess, influencing design and engineering and of course, the injection of capital which have all enhanced the product.

Another benefit of LVMH owning Princess is the ability for the Princess Design Studio to access the group’s conglomerate of brands, which include Louis Vuitton, Hermes, Dior and Fendi, extending a unique level of designer customisation to clients.

For the past two years, respected yachting marketer, Greg Haines has been the national distributor for Princess Yachts Australia.

“Greg has focused on raising the bar in terms of customer service, support and owner experience,” explains Sean. “The Princess product is exceptional. We are now focusing on the culture and providing first-class service to our owners.”

The future is looking radiant for the brand, globally. Figures released in January 2021 show the Princess order book is full until the end of 2022, at a value of 600 million Pounds.

“Covid restrictions were a challenge in 2020 but we managed to host the Princess owners’ rendezvous at Hayman Island in September,” says Sean.

“This year, we’re aiming to further grow the new build part of the business. We have three in the pipeline that we’re excited about. We’re also planning a rendezvous in Sydney Harbour and Pittwater sometime this year.

“We’re focused on supporting existing clients and working closely with Greg on owner events, including bringing clients to Sanctuary Cove Boat Show in May. At this stage, we’re hoping to have a F70 2020 model and a new V60 in time for the show.”

In the first quarter of 2021, Princess Yachts Australia will welcome several new models, including V40, V55, V65, F55 and F70.

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Pictured: Sean O’Doherty and David Jensen Princess NSW © Salty Dingo 2020