The luxury catamaran builder opened its new ground-floor office in Palm Views West on Palm Jumeirah, also revealing updates about its Ras Al Khaimah
Guests gather outside the office in Palm Views West
Sunreef Yachts officially opened its new office in Dubai on the eve of the 29th Dubai International Boat Show. VIPs, industry professionals, clients and partners attended a lavish cocktail party celebrating the opening of the Sunreef Middle East office, which was inaugurated with a ribbon-cutting ceremony by Francis Lapp, founder and President of Sunreef Yachts.
Francis Lapp, President of Sunreef Yachts
The new office has a waterfront location on the ground floor of the Palm Views West complex on Palm Jumeirah and guests were able to visit the first Sunreef 80 Eco, Marie-Joseph, which was berthed in front of the office. The 80 Eco and a 60 Eco were both launched last year and were the first sailing catamarans launched from the shipyard’s new solar-electric Eco range.
Guests at the launch of Sunreef Middle East office
The Dubai office has been billed as a ‘yachting think tank’ and includes sales representatives, designers, engineers and architects, with a mission to create new trends and come up with creative solutions to further develop the concept of responsible yachting.
“Our shipyard is on a mission to shape the future of responsible boating. The Sunreef Middle East office is an important step on this journey. Here, a growing team of professionals from all fields will help us further develop our vision and reach new horizons,” Lapp said.
The first Sunreef 80 Eco was berthed in front of the office
“We can only push things forward if we challenge ourselves, engage in a creative debate and exchange ideas. This office will be the perfect environment for this.”
Sunreef Yachts’ new office in Dubai will strengthen the company’s presence in the Middle East, Asia and Australia. Lapp also gave an update on the progress of the shipyard’s new production facility in Ras Al Khaimah, which is situated on a 65,000sqm land reserve acquired by Sunreef, stating that the first new buildings would be operational by August or September. www.sunreef-yachts.com
Gulf Craft’s world premieres of the Majesty 111 and Nomad 101 are among highlights of this year’s Dubai International Boat Show.
Majesty 111 at the Gulf Craft stand
Gulf Craft took centre stage on the opening day of the Dubai International Boat Show as the UAE builder staged the global debuts of the Majesty 111 and the Nomad 101 among a display of 15 boats, including the Majesty 120, 100, 72, 62 and Nomad 70.
Late additions to the five-day show at Dubai Harbour included a Riva 100’ Corsaro and the 68m Soaring by German shipyard Abeking & Rasmussen, with organisers announcing about 175 yachts, boats and watercraft on display.
Gulf Craft announced the Majesty 111 at the Dubai show last year, as the shipyard celebrated its 40th anniversary. This year, it announced a new era under the ‘Legacy in Motion’ theme focused on four areas: technology and innovation, path to sustainability, global expansion and next generation.
Mohamed Alshaali, co-founder and Chairman of Gulf Craft, said: “At Gulf Craft, we never shy away from out-of-the-box thinking. This innovative spirit inspired our growth from a builder of small fishing boats to one of the world’s leading yacht builders.
“The Majesty 111 and the Nomad 101 are a nod to our legacy while reflecting a bold, forward-thinking stance. Our visitors at the Dubai International Boat Show can experience the future of yachting built with a clear focus on sustainability.”
Dutch studio Phathom designed the Majesty 111
The six-cabin Majesty 111 is a design collaboration between Gulf Craft and Netherlands-based Phathom Studio. The yacht has a semi-displacement hull, an overall length of 34.1m and a volume of 240GT.
The main deck features a saloon, dining area, galley and forward owner’s stateroom with a skylight into the upper-deck plunge pool. There are also five lower-deck guest cabins including a 15sqm forward VIP suite.
The upper deck has an open aft deck, asymmetric sky lounge and forward plunge pool. The yacht has ample storage spaces inside and out for toys including a 4m-plus tender and a jet-ski, while the crew quarters include three cabins for up to six crew.
The Nomad 101 has an overall length of 97ft 8in (29.8m), a volume of 130 GT, five guest cabins and a range of 1,030nm at a cruising speed of 12 knots. The yacht can carry a Williams 325 tender and two three-seater jet-skis.
Nomad 101 is the series flagship
Recycled and natural materials are used in almost all cabin areas, while notable design features include a full-walkaround upper deck with 35sqm of exterior area and 16sqm of interior lounge space.
The VIP suite and three twin guest cabins, all with en-suite bathrooms, are situated on the lower deck. The 35sqm crew quarters includes a secondary galley, mess area, and captain’s cabin and three more berths, all per MCC compliance for charters.
As well as the Riva 100’ Corsaro, Ferretti Group’s display included a Pershing 8X (84ft), Ferretti Yachts 670 and the Middle East premieres of the Riva 88’ Folgore, Ferretti Yachts 780 and Pershing 5X (54ft).
Azimut’s display comprised the S10 (94ft), Grande 27M (88ft), Fly 68 and Fly 53, while fellow Italian builder Sanlorenzo showed its SX88 while confirming hull one of the SP110 was recently delivered to the UAE.
Princess exhibited its flagship X95 in a six-yacht display including the V60, F55, F50, F45 and new V50, while fellow British builder Sunseeker showed a 74 Sport Yacht XPS. Poland’s Sunreef Yachts is exhibiting the first Sunreef 80 Eco and a60 Sunreef Power.
The transaction marks the fifth Sunseeker superyacht sold by the brokerage’s Asia arm in recent years.
Sunseeker 90 in Hong Kong
Fraser Asia has sold a Sunseeker 90 in Hong Kong, the fifth Sunseeker of that size range it has sold in recent years. The sale of the 28.2m (92ft 5in) motor yacht was an in-house transaction, with close collaboration between Jacqueline Lee and Adam Blackmore from Fraser Asia, representing both the seller and the buyer, while the buyer was introduced by Laura Verbrugge, also of Fraser Asia.
“We look forward to the rest of 2023 to assisting many more yacht owners,” said Blackmore, a Sales Broker for Fraser since 2018 and Commercial Director of Asiamarine.
The Sunseeker 90 was built by the British shipyard in 2008 and has a top speed of 27 knots and a cruising speed of 23 knots with twin CAT C32 engines. The superyacht offers accommodation for up to eight guests in four en-suite cabins, while special features include a hydraulic platform and a jacuzzi and wet bar on the flybridge.
Behzad Saberi joins Camper & Nicholsons Middle East
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The historic global brokerage house has strengthened its presence in the Gulf with experienced advisor.
Behzad Saberi
Behzad Saberi has been appointed Senior Sales Advisor for Camper & Nicholsons Middle East, strengthening the presence of the global brokerage house in the Gulf, where it has its main office in Dubai. Saberi has over 15 years of industry experience, having worked for shipyards and yachting brands, and in various roles including management, charter and new construction.
He skippered VLCC tankers internationally early in his career and holds a degree in Marine Engineering & Nautical Science, while he also has experience in high-end corporate hospitality and the luxury sector.
“For me, a good yacht broker must be professional, knowledgeable and dedicated to meeting the needs and expectations of their clients. I believe in honesty and transparency, and have built long-standing relationships with clients, partners and subcontractors,” Saberi said.
“In recent years, the industry has seen tremendous growth in the manufacturing and sale of yachts, with great innovations, improvement in safety and enhanced comfort. I strive to remain abreast of technological advancements and improvements in yachting, and look forward to sharing my knowledge and experiences with clients.”
Giovanni Alessi Anghini, Managing Director of Camper & Nicholsons Middle East, said: “We are excited to welcome Behzad to the Camper & Nicholsons family here in the Middle East. His presence will reinforce the team’s regional market knowledge, widen our connections, strengthen our regional presence, and further advance Camper & Nicholsons as a global brand and provider.”
Dubai, which hosts the Middle East’s biggest boat show, is a key yachting hub in the Middle East and home to modern marinas and many luxury yachts and superyachts. Camper & Nicholsons’ Dubai office is in Marina Views (Ground Floor, Building C6) in Mina Rashid.
Silent-Yachts is collaborating with VRCO and U-Boat Worx to offer all-electric flying and submersible options.
Solar panels slide out to reveal a touch-and-go landing pad
All-electric toys for the Silent 120 Explorer can potentially include the XP4 ‘flying car’ by British company VRCO and the Nemo 2 two-person submersible by Dutch manufacturer U-Boat Worx, following collaborations between Silent-Yachts and the two companies. Both electric vehicles can be charged on the Silent-Yachts flagship by energy generated from the superyacht’s solar panels.
The Silent 120, which features styling and interior design by Marco Casali, is in build in Turkey and due for launch in 2024. The 36.7m catamaran has a 13.85m beam, a volume of 499GT and offers extended cruising at 6-8 knots in economical mode or up to 16 knots at full power.
The XP4 is due for certification in 2024
The XP4, due for certification in 2024, is an electric VTOL (vertical take-off and landing) aircraft that can be landed on the roof of the Silent 120, where large solar panels can slide out on both sides to reveal a touch-and-go landing pad. The XP4 can be charged from the Silent 120’s solar panels and even deliver power from its own battery to the yacht.
The ‘supercar of the skies’ offers aerial transportation for up to four people and uses technologies such as nanomaterials and hydrogen-based range extension, while safety features include detection and avoidance technology, a ballistic parachute, and low-altitude crash-prevention systems.
The Nemo 2 can be stored in the garage or on the aft deck
The Nemo 2 can be stored in the port hull’s tender garage or on the main deck next to the pool. The submersible offers up to eight hours of autonomy, underwater speeds of up to three knots and can cruise to a depth of 100m in an all-electric package whose footprint is smaller than two jet-skis.
The Nemo features the trademark acrylic pressure globe that gives pilot and passenger exceptional underwater views, while the Manta control interface is easy to learn and operate. Safety features include positive buoyancy for automatic resurfacing in emergencies.
The ClubSwan 43 features naval architecture by Juan Kouyoumdjian and interiors by Micheletti + Partners, offering the option of ‘racing-cruising’.
Nautor Swan is developing the ClubSwan 43 featuring naval architecture and performance analysis by Juan Kouyoumdjian (Juan K), who has designed all other current ClubSwan models that enjoy events on the Swan racing calendar and other international regattas.
Formerly announced as a 41-footer, the yacht’s overall length (LOA) has been increased to meet new regulations in ORC regattas and events, providing owners with an increased range of racing possibilities. Featuring an LOA of 47ft 9in with the bowsprit, the ClubSwan 43 has a 43ft hull with a beam of 15ft and a draft of 8ft 10in.
Federico Michetti, ClubSwan 43 Product Manager, said: “The upgrade of the ClubSwan 41 to a ClubSwan 43 came from the need to meet the new ORC regatta regulations and give our owners a 360-degree range of possibilities to participate in events around the world. By making an analysis of international circuits, we came up with the solution to have a product that goes beyond a specific category.”
The yacht has been developed as a One Design package, which includes a professionally managed class, so it will be able to compete in Swan One Design Circuits such as The Nations League and the Swan One Design Worlds.
Juan K said: “The ClubSwan 43 is an exciting evolution of the previous 41ft model. She is the best of two worlds, a pure racer with a stylish and elegant interior design. It will be thrilling to watch her competing in both real time and rating races.”
The model has also been conceived as a crossover, a full racer with the possibility to offer owners a ‘racing-cruising’ experience with comfortable accommodation. Lucio Micheletti of Italian studio Micheletti+Partners is responsible for interior design.
“With the new ClubSwan 43, we introduced new green materials, playing not only on style, but working on the project’s environmental impact with a constant desire to discover new elements from research and innovation,” Micheletti said.
New Zealand’s Pure Design & Engineering is responsible for engineering, while UK-based Fibre Mechanics will handle construction. Both hull and deck will be built using E-glass in epoxy resin with carbon reinforcements, while the mast and boom will be carbon.
Nautor Swan has built more than 2,350 yachts from 36-131ft since 1966 and its current portfolio comprises Swan Yachts, Swan Maxi Yachts, ClubSwan Yachts and the motor yacht division with Swan Shadow and Swan Overshadow. Asiamarine is the brand’s new representative in Hong Kong, Singapore, Thailand, Philippines and Vietnam.
Maritimo appoints The Yacht Sales Co in key Asia markets
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The fast-growing dealership is representing the Australian luxury motor yacht manufacturer in Hong Kong and five Southeast Asian countries.
Tom Barry-Cotter (third left), Managing Director of Maritimo, and Mark Elkington (centre), CEO of Yacht Sales Co, and colleagues
The Yacht Sales Co has been appointed as Maritimo’s exclusive dealer in Hong Kong, Singapore, Thailand, Malaysia, Philippines and Indonesia. Headed by CEO Mark Elkington, The Yacht Sales Co has sales centres in Australia, New Zealand, the Pacific and in multiple locations across Southeast Asia including Phuket in Thailand and Sentosa in Singapore.
Elkington said: “We are extremely proud to represent this iconic Australian brand that was founded by industry legend Bill Barry-Cotter and now has his legacy being continued by Tom Barry-Cotter and his team. With our expansive sales network and absolute commitment to delivering outstanding client service, we are confident The Yacht Sales Co will be instrumental in Maritimo’s future success in Southeast Asia.
“Maritimo is a vanguard of Australian boat building and design, continually evolving their designs to produce high-quality, offshore luxury motor yachts, and we look forward to helping buyers in Southeast Asia discover the many attributes of this leading brand.”
The Yacht Sales Co has expanded its client service team with the appointment of Nicolich ‘Boby’ Noman as Southeast Asia Service Manager and Jim Poulsen as the region’s Maritimo Brand Manager.
Elkington said there was exciting potential for Maritimo’s growth in Southeast Asia, with strong demand for larger luxury motor yachts that have numerous engine options and deliver safe, outstanding blue-water performance.
“The Yacht Sales Co has a comprehensive strategy to develop this premier Australian brand in the region, and we look forward to helping new and existing clients discover what makes Maritimo so special,” he said.
“As part of this strategy, we are increasing our presence in Southeast Asia, opening larger new sales centres in Sentosa, Singapore, and Ocean Marina Jomtien in Thailand. We’ll also be opening a new sales facility in Hong Kong later this year, resulting in seven sales centres in the region dedicated to helping clients realise their boating dreams and providing a new standard in after-sales service.”
Maritimo offers luxury motor yachts in three ranges: the M-Series Flybridge, the S-Series Sedan and the new Offshore Series. Tom Barry-Cotter, Managing Director of Maritimo, said the new partnership was a wonderful way to launch the brand’s 20th-anniversary celebrations.
“We are excited to know that Maritimo owners will have a consistent experience with The Yacht Sales Co across the region,” he said. “No matter whether they live in Hong Kong or Singapore and then keep their Maritimo in Thailand, The Yacht Sales Co is the right choice as they have a huge database of clientele to view our range of unique, handcrafted, long-range motor yachts.”
The Yacht Sales Co well established in the region, having enjoyed a long-standing presence with sister company, Multihull Solutions, which represents Fountaine Pajot sail and motor yachts, Dufour Yachts, Cora Cat, Absolute Yachts, NEEL and LEEN Trimarans and Tesoro Yachts.
Johanna Monange, Founder of Maison 21G Shares Her Business Philosophy
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“My mission: become the n°1 tailored perfumery brand globally and empower everyone to create their own perfume”
By Joseph Low
What led you to create Maison 21G and tell us more about the innovative concept of bespoke perfumes?
Evocative, distinctive, and memorable, I deeply believe that the fifth sense inspires profound emotions and connections with others. Your signature perfume is so much more than a mere accessory; it is a true extension of your personality, a tool to imprint memories, and bring confidence throughout key moments of your life. As such, I believe that your scent should be as unique as you are!
In 2020, I conceptualised Maison 21G, supported by my passion and 25 years of experience in perfumery as a creative director working alongside renowned designers and perfumers. Throughout this time, I watched this beautiful industry lose its soul and settle for one-size-fits-all scents, creating the same everyday floral, fruity, and gourmand scents for everybody, while pushing huge marketing campaigns at the expense of quality, distinction, and character of what is inside the bottle. I felt that something was going wrong in this beautiful industry, so I decided to break free from the glamorous corporate world and shake the conventions of this sleeping industry.
My vision was to bring back the “power of creation” into the hands of consumers, offering a unique and engaging scent discovery experience. Committed to a cleaner perfume industry, I was driven by a desire to bring transparency, sharing, education, and sustainability to make a better perfumery world for the next generation. My ultimate mission was to recreate a real “Maison de creation” for all of us, creating a unique experience with beautiful scent encounters.
The concept of “experience” is key for opening and running a boutique. What is a successful “experience” for your customers?
Maison 21G is a luxury Maison of Creation with modern iconic flagship stores worldwide, using a poly-sensorial approach to create a unique retail experience. We aim to create a luxury experience in perfumery like no other for our customers. We inspire confidence, self-expression, and exploration in perfumery, with a poly-sensorial approach. With 10 flagship stores across the world, every corner of our boutiques is meticulously curated with a series of dedicated zones such as our famous innovative scent bar to discover and choose your ingredients, the perfumer organ where consumers blend their own scent, and our private atelier’s areas to learn the art of creation.
We also continually seek new technology to enhance our experiential retail offerings. For instance in line with our commitment to innovation, we offer a unique AI personality quiz. Our open app collect information such as your skin tone, your scent preference, your values in life, and your desired benefits to recommend well-matched scents for each individual. Our RFID Technology informs and educates shoppers on the origins, the olfactive profile and properties of our scents.
After creating their custom scent, customers can add a personal touch by using our complimentary UV Printing Machine to customise their perfume bottle design. In addition, we provide perfume workshops for couples, team building events where our scent experts guide clients in creating a personalised fragrance in one hour by appointment.
Our experiential retail space encourages cross-cultural exchanges. And customers come together to share ideas and cultures, pushing the envelope of creativity. Maison 21G is committed to disrupting the luxury industry by creating a community of fragrance designers, connoisseurs, aficionados, or novices in every major city in the world, driven by a unique offline retail experience, relayed by a strong digital presence to complete the offline experience with a dedicated loyalty program, and automatic reorder services for your personalised scent from anywhere in the world.
The personalisation of scent is at the core of Maison 21G’s concept? What are the parameters that go into determining a bespoke fragrance?
Maison 21G is a brand that prides itself on its commitment to craftsmanship, personalisation, education, and experience. At the heart of our business model is the desire to create bespoke fragrances that are tailored to the unique personality and olfactory preferences of each of our customers. Our flagship stores serve as laboratories, where highly-skilled scent designers guide customers in their scent creation, ensuring that their personalities and preferences are considered at every step of the process. We believe that a perfume is much more than just an accessory. It is personal, intimate, and becomes your voice to express your unique identity. This is why we offer our customers direct access to perfume concentrates with the highest percentage of fragrance concentration to make tailor-made haute perfumery accessible.
The process of creating a bespoke fragrance at Maison 21G is interactive, engaging and fun: we begin by asking customers to fill out our personality quiz, which focuses on their values in life, personal DNA (nationality, skin colour, age), likes and dislikes related to their olfactive preferences, and the reasons they want to wear a particular perfume (to be seductive, elegant, outstanding, relaxing, etc.). This builds a customer scent profile that is unique to their identity. We have defined five unique personality profiles, each with its own distinctive ingredient recommendations. For example, an “Impressive personality profile” will need a perfume that projects strongly, with long-lasting sillage, and features bold woody, oriental, and spicy notes. A “Social Enthusiast Profile” on the other hand, will be more drawn to softer, comforting, and caring notes such as musk, vanilla, and light juicy fruits.
With the use of cutting-edge technology, leveraging AI alongside more traditional skills, we are revolutionising the perfume industry by understanding the needs and tastes of each nationality, culture, and generation. The more customers we get, the more powerful our AI becomes, and the more precise the recommendations reveal themselves to be. As a bottom-to-top approach, we’re able to learn instantly from our customer base and answer immediately to new consumers trends in each capital like Seoul, Shanghai, Paris, and elsewhere. It’s a game-changing approach for the perfume industry, and the more we grow, the more knowledgeable and concise we are able to become in tailoring scents to individuals.
Workshops are at the very core of the Maison 21G DNA. What is your favourite memory of a Maison 21G workshop you organised in 2022?
We believe in the power of scent to bring people together, and our workshops are designed to offer an unforgettable and unique sensory experience. It’s a fun and exploratory experience, where people can reconnect, share, and learn about each other through scent.
One of my favourite memories is from a Love Atelier that we organised in 2022. During this workshop, the couple had the opportunity to take their love to the next level! A young man surprised his girlfriend with a marriage proposal. He had asked the scent designer to print “Marry Me” on the bottle that he had created for her. As he presented her with the bottle, he got down on one knee and revealed a ring hidden inside the box. The entire room was moved to tears by this romantic gesture. In that moment, I was reminded of the power of scent to create deep and meaningful connections, and I was grateful to be a part of such a special moment in their lives.
Tell us more about the sustainability efforts behind all the packaging and glass bottles used at Maison 21G? You seem to be amongst the very first luxury houses talking openly about recycling and the reuse of perfume bottles.
At Maison 21G, our sustainable pillar is integrated into everything we do. Our focus on eco-consciousness, ethical and clean production and distribution, is part of our commitment to excellence, quality, and luxury. In an industry where the use of buzzwords and marketing jargon to ‘greenwash’ products is rampant, we strive to be transparent, honest, and open about our sustainability practices.
To achieve our sustainable goals, we have partnered with IFF-LMR (Laboratoire Monique Rémy) to source the highest quality of perfumes. IFF’s vertical integration allows us to control every step of our ingredients supply chain, and its adherence to specific sustainable and clean criteria, including environmental responsibility, fair working conditions, and positive relations with local communities.
At Maison 21G, we pride ourselves on being transparent and open about what we include in our bottles and what we don’t. Our scents are 100 per cent vegan, cruelty-free, CMR-free, paraben-free, phthalate-free, and preservative-free. We also formulate our scents as biodegradable to reduce our environmental impact.
We believe in creating products that are recyclable and refillable. We have banned the use of plastic in any of our products. We are the first company to have refillable bottles, encouraging shoppers to reuse their bottles, with discounts and incentives for those who reuse, recycle, and reduce their waste. By committing to eco-consciousness, ethical production, clean sourcing, Maison 21G is taking steps towards a greener future for all.
You have expanded your product range and Maison 21G now offers within its boutiques perfumed candles, the very start of an elaborate home scent collection. How is it performing?
The pandemic brought unprecedented changes in our lifestyles, with people spending more time at home than ever before. At Maison 21G, we recognised that consumers were looking for ways to make their home environment more comfortable, inviting, and reflective of their personalities. This inspired us to launch our sustainable, natural, and customisable Home Scents range, and we’re delighted with how it has been embraced.
Our Home Scents range was launched with the same bold and disruptive approach that characterises our perfume range, and is underpinned by a commitment to wellness, including all-natural ingredients that can help customers relax, focus, and sleep more effectively. We believe that people deserve to unlock the scent of their soul, and our Home Scents range is designed to make that process easy, enjoyable, and eco-conscious.
The collection includes our beautiful 100 per cent natural wax Dual Candles, Bespoke biodegradable Reed Diffuser, and natural Oil burner which allow customers to choose and combine their favourite scents in stylish and luxurious decorative objects, a premiere in the Home Scent world. As with our personalised perfumes, we put the customer at the heart of the creation process and set it apart from all of our competitors.
We believe that the knowledge to create a beautiful, healthy Home Scent for the whole family, should be accessible to everyone. E-commerce is rising fast across all continents. We see your team working hard on increasing the global digital presence of Maison 21G. How are online sales performing for you?
Maison 21G’s experiential online e-commerce completes the offline experience with a dedicated loyalty programme and automatic reorder services for personalised scents from anywhere in the world. We offer bespoke creative experiences to anyone, anywhere, with our DIY creative set, which we can send to any location across the globe. Our fully customised website allows a unique and playful creative experience at home.
Our lead magnet, the AI-Powered Quiz, guides consumers in creating the perfect scent combinations online based on their personality, culture, age, and different desires for a perfume, such as freshness, elegance, and seduction. The dual-scented crayon allows people to try mini scents before purchasing a full bottle. Today our perfume fans online who cannot access to our shops have grown significantly. A lot of people are tired of off-the-shelf scents and have leapt at the chance to craft their own scents from sustainable and high-quality ingredients on our bespoke website. Our brand promise of natural, clean, and ethically sourced essences has resonated strongly. Our core customer base consists of Millennials and Gen Z consumers from Asia, US, Canada, Australia, and Europe, seeking personalised products with an experiential edge online. Through various activations with online campaigns, direct marketing, and a dedicated, inclusive, engaged, and active community of scent designers, we have built a loyal customer base that shares our passion for creativity, quality, and sustainability.
Tell us about your latest expansion in the Middle East with the opening of a boutique in Dubai and a long term partnership with the Chalhoub group. This all sounds very promising!
We’ve been thrilled with the responses from the Middle East consumers since we launched Maison 21G. Fragrance is purely ingrained into their culture, and it is amazing for me to express the DNA of my brand there. I am personally passionate about the Middle East market, and we have exciting plans for the region with the support of the prestigious and professional Chalhoub Group.
In Dubai, I’m always inspired by the diversity of cultures and the natural creative instincts of the people I meet. They are so trendy and take amazing care of their image and scent identity. Dubai has no boundaries, and I love the grandiose and multisensory experiences found at every corner of this buzzing international capital. We’re looking to expand our presence in Dubai but also Abu Dhabi, with a focus on opening more stores in key selective top locations like Bloomingdales, Tyrano, Malls of the Emirates, and beyond.
In Qatar, we’ve just opened a beautiful flagship store in the brand new luxurious mall of Vendome, next to all the most luxurious brands. We’re now expanding and have established partnerships with prestigious stores such as Printemps, Galerie Lafayette, and Harvey Nichols, with a creative scent bar concept. We’ve been overwhelmed by the kindness and passion of the people for our beautiful ingredients and experiential concepts.
My biggest challenge now is to conquer Saudi Arabia, with the opening of our flagship store in Nakheel mall. We know it’s a demanding market in terms of quality and service, with a large base of perfume connoisseurs and aficionados. However, we’re confident that we have everything at Maison 21G to make an impact there. I’m personally involved in every aspect of the store opening, and we’re committed to providing the highest quality products and services to our customers in Saudi Arabia and across the Middle East.
Perfume is an inseparable part of Middle Eastern culture. What attitude towards perfume have you noticed amongst Middle Eastern consumers?
The Middle East is revered to a high degree and perfumery rooting in historical practices. For instance, the Persians were the first to use distillation in extracting oils from flowers to create beautiful essences that only Middle Eastern people have the culture to appreciate. Who would’ve known that decades, centuries later, perfume application still remains an essential ritual in their daily lives.
Renowned for the most fragrant of traditions — smouldering incense, burning bakhoor, using ritualistic essential oils, and fragrant teas — it is no wonder why the language of scent creation applies on many levels in their culture. From a spiritual way to anoint oneself before prayer to epitomising a personal fingerprint, deep memories of their life, a statement of themselves; perfume is a powerful tool in characterising one’s individuality here.
With surely the strongest olfactive preferences globally, the residents of the Middle East seek a bold, unique scent and definitely above-average longevity. Moreover, their traditional approach includes layering multiple opposing scents. Most prevalently, they use spices, earthy patchouli, deep resins and amber, sensual oud, floral rose Taif, all to create the most elaborate, exclusive, and astounding compositions unique to themselves, which they can find at Maison 21G. Our concept of creating your own perfume is perfectly adapted to Middle Eastern consumers who have been layering and mixing scents for decades. They appreciate the art of perfume making and have a deep understanding of the complexities of creating a unique scent that reflects their personality and style.
After opening boutiques in Vietnam and South Korea, what is your next important projects and developments across 2023 & 2024?
South Korea is a key market for Maison 21G in Asia and success in this country can have a significant impact on our brand’s reputation and expansion in Asia. Because South Korea is known for being a trending market for luxury brands, achieving success there can set the tone for the rest of Asia, including countries such as China, Thailand, and Vietnam. Consumers in these countries may be more likely to pay attention to a brand that has already proven itself in the competitive South Korean market.
Next for me is to continue expanding my brand selectively in Asia with experiential retail, sustainability, and education. I am committed to opening more flagship stores, shop in shop in luxury department stores, counters in duty free spaces, to bring our unique experience to every major capital.
My next biggest challenge for 2023-24 will be China where we have a very ambitious plan with Eternal group. We’ve already opened a beautiful store in Hainan with Lagardere and will soon be opening flagship stores in Shanghai and Shenzhen, as well as partnering with trendy distributors who understand and can express our brand DNA. To reach trendy Gen Z and Millennials, we’ll also focus on digital platforms like Tmall, Weibo, Little Red Book, and WeChat, translating our AI quiz and promoting our hero products in Chinese.
In China, consumers have a relatively short history with perfumery and are eager to learn about the ingredients, discover their preferences, and develop their own scent style. They’re also interested in learning about perfumery tips and tricks, including what scents to wear for different occasions and the differences between high- and low-quality perfumes. The trend towards niche perfumery in China reflects a desire among consumers to express their identity and individuality through fragrance, as well as a growing appreciation for high-quality, artisanal products. This trend is partly driven by a desire to stand out and be different from the crowd, with unique fragrances that cannot be found in mass prestige perfumes. Chinese consumers are also increasingly interested in unconventional scents with characters that allow them to express their edgy style.
To adapt to these different expectations, Maison 21G will tailor our marketing approach and services to Chinese consumers. This is the strength of our personalised approach, which is not only tailored to the individual but also to the culture and context. We put high effort into localising our approach, considering the cultural and historical context of perfumery in each market and how this influences consumer preferences and behaviour to succeed worldwide. The era of “one-size-fits-all” perfume and super-centralised marketing is definitely over, and I am excited to be at the forefront of this new approach to the industry.
Where do you see Maison 21G in five years down the road? Any IPO planned ahead?
Become the number one tailored perfumery brand globally.
The brand aims to challenge ready-made products and establish a new segment in the fragrance industry: the Tailored Perfumery segment — after the surprise of Niche Perfumery. We intend to have iconic Houses of Creation in key fragrance capitals worldwide to install this new segment via the brand’s strong credentials in design, innovation, and sourcing new natural ingredients for our scent designer community.
We continuously improve our service and training of Maison 21G scent designers, possibly building an academy of perfumery to share knowledge and expertise. We have projects in Web3 to tokenise our unique perfume creation recipes, which will prevent copying and grant ownership to our loyal customers, preserving their creativity at Maison 21G.
We also plan to partner with other industries such as art, culinary, music, hotels, and mixology to create polysensorial events.
To support the vision and mission, Maison 21G will continue to raise smart money with bigger investors to challenge the traditional perfume industry, gain sustainable market share and become the most desirable perfume brand.
We want to keep the authenticity of what they do as long as possible, supported by active funds and financial partners who understand the importance of disruption, branding construction and innovation to meet the new consumers’ needs in perfumery.
How did you react to the purchase of Tom Ford by the Estee Lauder Group in November 2022 for a hefty US$2.8 Billion price tag (including debt)?
This acquisition of Tom Ford is a strategic move that strengthens Estee Lauder’s high-end luxury beauty portfolio. Tom Ford has established itself as a leading brand in the fragrance and cosmetics market over the course of several decades and has a significant presence in important growth markets such as the Asia-Pacific region and travel retail. Their success in disrupting the perfume industry years ago is noteworthy. This acquisition is a testament to the value of building a strong brand image with innovative products, reaching untapped consumers, and being led by a bold, strong founder.
Maison 21G aims to follow in Tom Ford’s footsteps by creating a luxury creative brand image with innovative products and services that can reach untapped consumers. We strive to be a challenger in the high-end luxury segment of the perfumery industry, focusing on personalisation, sustainability, and an experiential approach to create your own scents. Our commitment to creativity sets us apart from competitors, and we are constantly pushing the boundaries with new technology and machine learning to better understand the needs and tastes of our customers. We are bold and unafraid to disrupt the perfume industry, bringing transparency and openness into an industry sorely lacking in disruption.
What are the commanding valuation ratios in the beauty and perfume industry?
Valuation ratios in the beauty and perfume industry are determined by a number of factors, including a company’s size, growth potential, profitability, barrier of entry, technology, strong USP and brand image. When a company has a strong brand image and a disruptive approach, it tends to have higher valuation ratios. In the beauty industry, it is not uncommon for larger companies to pay up to 10-12 times a company’s revenue if they see potential for growth and expansion.
So for small beauty companies, the key to achieving high valuation ratios is to challenge the traditional business model and create a strong, disruptive value proposal with high barrier of entry and agility, that larger companies cannot easily replicate with their established structures. It is indeed difficult for larger companies to innovate as they need to balance risk and often have heavy structures to navigate.
This creates significant potential for acquisition and development with big groups, as they seek out innovative and disruptive companies to enhance their portfolios and gain market share.
In the perfume industry, by disrupting the industry with new and innovative ideas, small companies have a huge potential for acquisition and development with big groups and potentially command high valuation ratios in the process.
Following multiple sales into Hong Kong, the Princess flagship was shown in the city for the first time, with Aberdeen Marina Club hosting the four-day event.
By Nicholas Kunz.
Over 300 visitors toured a newly arrived Princess X95 at Aberdeen Marina Club from February 23-26, with the four-day event marking the Hong Kong premiere of the British builder’s flagship.
The high-volume X95 had a post-Covid online premiere in mid-2020 and has achieved impressive global sales including four to Hong Kong before the arrival of the latest hull, which was available for immediate delivery upon arrival.
Adam Waters, General Manager of Princess Yachts Greater China, said: “It has been an exciting Hong Kong premiere and we’ve had a lot of people look at the boat. The reason we’re only showing the X95 now is that the customers who purchased the first four yachts were so eager to get them that they didn’t let anyone see them. They wanted to be using them.”
According to Waters, one of the key features on the X95 that appeals to Hong Kong customers is its unique super flybridge – or ‘superfly’ – which is far longer than a standard flybridge on a yacht this size and features an enclosed sky lounge. It can also be personalised according to multiple deck layouts and options, and the owner’s preferences.
“It’s a 95ft boat and you have over 70ft of flybridge. You just don’t see that on any other boat in the market. We have clients who convert this space into either a karaoke room, dining area, card table, Mah-jong room or tea room. You can do so many different things.”
The newest X95 in Hong Kong also features the optional ‘transformer-style’ aft platform, which doubles as a tender lift, as well as an air-conditioned, indoor beach club facing the water.
The X95 has already proved a great success story in Hong Kong and after the excitement surrounding the Hong Kong premiere, Princess Yachts Greater China says there are many reasons X95 has proved a great match for the local market.
“The X95 has been popular in Hong Kong and for our local customers because of the amount of external and internal space. Princess is also known for building a very high-quality, well-built and well-constructed modern interior,” Waters said.“
The X95 is also an easy boat to manage. Being 95ft, the crew can handle it easily. It’s easy to register and licence, making it very well suited for Hong Kong.” www.princessyachts.com
Gulf Craft staging superyacht premiere at Dubai show
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The Middle East’s leading yacht builder is staging a world premiere among five Majesty models at the Dubai International Boat Show.
Gulf Craft’s main facility is in Umm Al Quwain
The world premiere of the Majesty 111 is one of five Majesty models in Gulf Craft’s large display at this year’s Dubai International Boat Show at Dubai Harbour from March 1-5.
With its main factory in Umm Al Quwain, Gulf Craft has exhibited at every edition of the show and this year its line-up at Stand MD-35 ranges from 32-120ft and includes the Majesty 120, Majesty 100, Majesty 72 and Majesty 62, plus the Nomad 70.
Gulf Craft builds Majesty, Nomad, Oryx and Silvercraft ranges
Mohamed Alshaali, co-founder and Chairman of Gulf Craft, said: “As the leading yacht manufacturer in the region, we are proud to be part of the Dubai International Boat Show. We are grateful to the team yet again bringing to life this event celebrating the UAE’s vibrant yachting sector while paying tribute to our country’s rich maritime heritage.
“As in previous years, we will leverage the show to showcase our industry-leading yachts. This year we debut the Majesty 111, our superyacht anchored in our company’s proud legacy while guided by our vision of the future that prioritises nature-inspired aesthetics built around sustainability.”
CGI of Majesty 111 exterior by Phathom Studio
The Majesty 111 design concept was revealed at last year’s Dubai show and follows on from the success of the Majesty 100, Majesty 120, Majesty 140 and flagship Majesty 175.
The exterior and interior styling of the Majesty 111 is a joint effort between Gulf Craft and Phathom Studio, with the UAE builder working with the Dutch studio for the first time to create a new style.
CGI of Majesty 111 upper deck
The shipyard estimates that the Majesty 111 uses nearly 40 per cent glazing than a sub-100ft yacht, creating a light, airy atmosphere in the interiors, which includes six guest cabins including a master suite forward on the main deck.
The main deck includes an open saloon and forward dining area, with an internal staircase to the flybridge, which includes an open aft deck, skylounge and plunge pool forward. The superyacht has storage for a 4m-plus tender, a jetski on the swim platform and other water toys.
CGI of Majesty 111 saloon
Innovative energy-saving systems include an optional heat-recovery system, which extracts heat from chillers and generators to deliver full climate control and fresh hot water without consuming electricity. www.gulfcraftinc.com
Dubai International Boat Show attracts leading yacht builders
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Azimut, Ferretti Group, Sanlorenzo, Gulf Craft, Princess, Sunseeker and Sunreef return, while Abeking & Rasmussen, Tecnomar, Sirena and Greenline are among new exhibitors.
Dubai Harbour is hosting the show for a second year
The 29th Dubai International Boat Show from March 1-5 is set to feature over 175 yachts, boats and watercraft – including 50 global and regional launches – and more than 1,000 brands, according to event organiser Dubai World Trade Centre (DWTC).
Italian builders Azimut, Ferretti Group and Sanlorenzo, UAE’s Gulf Craft, British builders Princess and Sunseeker, and Poland’s Sunreef are among leading yacht builders confirmed for the event. Over 30,000 visitors are expected over the five days, as the Middle East’s biggest boat show is held for the second time at Dubai Harbour.
Gulf Craft is staging the world premiere of its Majesty 111 in a large line-up including the Majesty 120, Majesty 100, Majesty 72, Majesty 62, Nomad 70, Oryx 379 and Silvercraft 32 WA.
Gulf Craft’s large display includes a Majesty 120 (pictured) and the Majesty 111 premiere
Mohammed Alshaali, co-founder and Chairman of Gulf Craft, said: “At Gulf Craft, we’ve always been a staunch supporter of our ‘home show’ since its inception. As an international manufacturer of cutting-edge yachts and boats, we are proud to be part of such a prestigious event on our home ground.
“At this year’s Dubai International Boat Show, we’re thrilled to introduce our brand-new Majesty 111 superyacht, which will redefine industry standards and set the precedent for our future Majesty models. We’re committed to continue our contribution to the region’s yachting industry and look forward to further supporting the UAE’s reputation as an exceptional global yachting destination.”
Azimut’s four yachts include the 94ft S10 sportfly
Azimut is set to display its Fly 53, Fly 68, S10 (94ft) and Grande 27M (88ft), while the Ferretti Group line-up could include the Middle East premieres of the Riva 88’ Folgore, Ferretti Yachts 780 and Pershing 5X (54ft), along with a Pershing 8X (84ft) and Ferretti Yachts 670. Sanlorenzo will show its SX88 and possibly the new SP110 that debuted at last year’s Cannes Yachting Festival.
Princess Yachts Gulf will exhibit the British builder’s flagship Princess X95 in a six-yacht display including the V60 F55 F50 F45 and new V50 (deck) that debuted last year. Sunseeker vessels on show include a 74 Sport Yacht XPS, with the British builder represented by Sunseeker Gulf led by John Bush and Brett Noble.
Princess is showing its flagship X95 among six yachts
As announced previously, Sunreef Yachts will exhibit the first Sunreef 80 Eco and a 60 Sunreef Power (click for article). Among other solar-electric catamaran builders, Silent-Yachts will have a booth, while Alva Yachts is represented by local dealer MBC Yachts. A Jeanneau Merry Fisher 895 will be on show through dealer JJ Marine.
Damen Yachting will have a booth on the Superyacht Avenue where the Dutch superyacht builder will showcase detailed scale models and promote its series of yachts including the Espen Øino-designed Amels 60 and Amels 80 Limited Editions, SeaXplorer 60 and Yacht Support 53.
Ferretti Group’s five yachts include the Riva 88’ Folgore’s regional debut
Jorrit Pilaar, Damen Yachting’s Sales Manager, said: “We are thrilled to be returning to the Dubai International Boat Show again. The event gives us a chance to catch up with many friends and to make new acquaintances from throughout the world of yachting. We look forward to sharing our designs with visitors and talking with them about our exciting plans.”
Organisers confirmed over 10 new exhibitors including Abeking & Rasmussen (Germany), Tecnomar (Italy), Nordhavn (USA), Sirena Yachts (Turkey), Greenline Yachts (Slovenia), SAY Carbon Yachts (Germany), Finnmaster (Finland) and Boutique Yachts, a yachting services provider.
Sunseeker is showing a 74 Sport Yacht XPS
DWTC states that over 12 per cent of the world’s superyachts lie in the MENA region and that Dubai is one of the world’s top-10 nautical hubs within the marine industry, home to world-class waterfront property developments and many first-class marinas.
Riju George, DWTC’s Group Director, Exhibitions, said: “We’re looking forward to welcoming marine enthusiasts, maritime investors and those interested in all things ocean related to DIBS23.Dubai has a rich maritime heritage and over the years has created an extensive ecosystem and a sophisticated hub to nurture some of the greatest boat designers and manufacturers in the world. This is why every year we see an influx of international visitors to the show.”
Sunreef’s two catamarans include the first 80 Eco
The show is preceded by the Middle East Yachting Conference (MEYC) on February 28. Speakers include Francis Lapp (Sunreef Yachts), Farouk Nefzi (Feadship), Paris Baloumis (Oceanco) and Thomas Weigend, Managing Director of Meyer Werft, which is building the 289m (948ft) Njord, described as “the world’s largest private residence yacht” with 117 private apartments.
Over 30,000 visitors are expected over the five days
The Leisure Marine Authority will be at the show for a series of informal coffee talks on budget boat owning, safe and sustainable use of water crafts, and more. Show attractions include the Dive Pool Shows, kayak and paddleboarding, fishing competitions, watersport demos, cocktails at Nikki Beach and dining at Buddha Bar. www.boatshowdubai.com www.boatshowdubai.com/ticket
UAE market at its ‘highest peak’, says Sunseeker Gulf
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John Bush of Sunseeker Gulf answers questions about the luxury yacht market in the Gulf, where Dubai is the centre of marine activity.
Brett Noble and John Bush of Sunseeker Gulf
Headed by John Bush and Brett Noble, who founded Bush & Noble in Dubai in 2012, Sunseeker Gulf represents Sunseeker International in the UAE, Kuwait, Qatar, Saudi Arabia, Oman and Bahrain.
John, in your experience, what have been the highs and lows of the luxury yacht market in the Gulf?
In the 15 years I’ve been in the UAE, I would say we’re currently in the ‘highest peak’, not only in terms of boat sales but also the size of boats and the number of superyachts and megayachts visiting the region.
The lowest point was around 2009/2010 when the region was hit by the global economic crisis. During that time, there were hardly any boat sales, and many people left the region, so we had a gap of about four or five years with no notable new boat sales in the region.
Three years into the Covid era, what is the Gulf market like now and how do you believe it will develop in the coming years?
Covid turned out to be quite a revelation for the UAE, particularly Dubai. The government acted fast in terms of locking down and very quickly rolled out the vaccine programme open to everyone, which resulted in a fast economic recovery.
A Sunseeker 74 Sport Yacht XPS will exhibit at the Dubai International Boat Show (March 1-5)
The subsequent couple of years led to a huge influx of wealthy expats who have taken advantage of the lifestyle here, which has in turn boosted the leisure marine and superyacht sector.
What are the most popular types of yachts in the Gulf?
Flybridge yachts are the most popular. In that sector, the 20m size range is the most sought-after. The locals also enjoy fast, centre-console fishing boats between 10-15m. The superyacht sector is split 50/50 between local builds, mainly Gulf Craft, and European brands such as Sunseeker, Princess and Azimut.
Which are the leading Gulf markets and which of the other countries do you think will grow significantly as markets in the coming years?
Dubai (UAE) is by far the largest yachting market and has the most capacity for immediate growth because of the new marinas built recently. Kuwait has a very large marine sector, but has a lack of available berths, so growth is restricted there.
Over the next 10 to 20 years, Saudi Arabia could potentially be the largest and fastest-growing market. The relaxation in the country’s laws to encourage expats to visit and live in the area, and the new cities building there will help grow the markets.
