Having joined Simpson Marine in March 2024, the company’s CEO talks about challenges at a critical time for the regional dealership.

Luca Cristino, CEO, Simpson Marine Group

With four decades of heritage, Simpson Marine stands as a trusted name in yachting in the Asia-Pacific (APAC) region. This legacy has set the foundation for our success and places us in a position of responsibility as we look toward future growth, particularly in expanding the Sanlorenzo APAC division.

My journey so far with Simpson Marine has been one of excitement and learning. From frequent travels to Hong Kong and Asia, to experiencing the region’s diverse cultures and unique approaches to yachting, this has been a professional and personal adventure that will continue with my relocation to Hong Kong in early 2025.

New home base in Hong Kong

My regular travels to Hong Kong and Asia have been transformative. Known as a vibrant centre of global business, the city also represents a gateway to the wider APAC region. Being where our headquarters is based places me right at the heart of our operations, surrounded by our team of talented professionals dedicated to bringing the best of yachting to clients across the region. 

My relocation will allow me to stay closer to my team and our customers. Each market has its personality, which makes this role challenging and immensely rewarding. 

Luca Cristino (centre) with Simpson Marine’s Nick Stratton (left) and Sanlorenzo Australia’s Joachim Howard (right)

I recently visited our brand-new Sydney office for its Grand Launch event, also featuring the Australia premiere of the Bluegame BGX63, presented alongside two Sanlorenzo yachts. After that, I was with the team at the Hong Kong and Taiwan Boat Shows and visited our Southeast Asian offices before Christmas.

Guiding Simpson Marine’s growth

For Simpson Marine, 2024 was a year of transformation and consolidation, while 2025 will represent a year of robust growth. Our commitment to yachting excellence is now focused on strategic initiatives that honour our 40-year legacy while pushing into uncharted waters.

At the core of this strategy is the Sanlorenzo brand, which has seen an impressive level of recognition and demand within the APAC region. Known for Italian artistry, timeless elegance and innovative design, Sanlorenzo yachts speak to an audience that values refined luxury and exclusivity.

Expanding the brand in this region means more than increasing sales – it involves cultivating an experience that resonates with the unique tastes and aspirations of our clients here. As we expand Sanlorenzo’s presence, we also work closely with two brands from the Group – Bluegame and Nautor Swan.

Completing our portfolio in selected Asian markets is Axopar, a great product for customers wanting to start their yachting adventure easily or to add a stylish chase boat to their larger yachts. This varied portfolio allows us to cater to different tastes and yachting lifestyles, from Sanlorenzo’s bespoke superyachts to Axopar’s sporty, adventurous day and weekend cruisers. 

We’re also witnessing a growing demand in our brokerage and superyacht charter divisions, with clients eager to experience the unique beauty of Asia-Pacific and beyond from the sea. Expanding our Sanlorenzo charter fleet will be a key part of charter growth, providing clients with exclusive opportunities to charter the most iconic Sanlorenzo yachts globally.

Preparing for a milestone year

At the close of 2024 and start of 2025, we have several highly anticipated yacht arrivals, each representing our commitment to delivering the best offerings to our clients across Asia-Pacific.

Simpson Marine has been a trusted name in Asia since 1984

We’ve been laying the groundwork for 2025, a year in which we plan to advance on multiple fronts. Sanlorenzo will, of course, remain central to our strategy, while our ambitions extend beyond, encompassing a holistic approach to growth that includes the Nautor Swan line of high-performance sailing yachts, Bluegame’s renowned sporty vessels, and Axopar’s stylish and versatile offerings.

Building on a 40-year legacy

As we celebrated 40 years in the industry in 2024, it was impossible not to reflect on Simpson Marine’s journey. Beginning as a small yacht brokerage to becoming a leader across Asia-Pacific, the company has grown alongside our clients, always adapting to the changing demands of the market.

This legacy is built on a foundation of trust, a commitment to service, and a genuine love for the yachting lifestyle. It’s a legacy I’m honoured to help carry forward, with an eye toward sustainable growth and adapting when necessary.

Our goal as a company is to make yachting accessible and enjoyable for all, regardless of client experience. Part of my vision as CEO is to not only grow Simpson Marine but also to enhance the entire APAC yachting community.

We aim to be a guiding force, helping our clients navigate every aspect of yachting – from buying and selling to chartering, managing, and more. I want to ensure that we remain a trusted advisor to each client, bringing expertise and passion to every interaction.

Charting a course for Sanlorenzo APAC

The future of Sanlorenzo APAC and Simpson Marine is filled with possibilities. We will focus on expanding our footprint in key markets and investing in new ones – such as Australia, Vietnam and Japan – improving our customer service framework, and enhancing after-sales support across all territories.

A flotilla of Sanlorenzo Group superyachts and boats will soon be heading to Asia Pacific. Pictured, from the left: The Alloy, 52Steel, 62Steel

My role as CEO is to ensure these objectives align with our company’s values, driven by a team who are not only experts but passionate about what they do. Part of our strategy involves strengthening our local teams in terms of product knowledge and customer relations, so we can provide an even more tailored and responsive level of service.

We’re also investing in digital innovations, streamlining processes to make each client interaction quick, seamless and engaging. Yachting should be about joy, freedom, and connection, and it’s our mission to embody that in everything we do, just as our tagline reflects: Yachting Freedom Since 1984.

simpsonmarine.com

LUCA CRISTINO

After joining Simpson Marine in March 2024 as Executive Chairman, Luca Cristino recently became Group CEO and will be relocating from Italy to Hong Kong in early 2025. From Turin, he has been a prominent name in Italian shipbuilding for three decades – most of which was spent with Azimut. He was also Deputy Director of Yachtique, a service division under the Azimut-Benetti Group, and then joined Sanlorenzo in 2018.