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Princess Yachts establishes Asia office
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The British shipyard has created a new sales and service operation in Hong Kong, headed by Adam Waters.
CGI of Princess X80 in Hong Kong
Princess Yachts has introduced a shipyard-direct sales and service operation based in Hong Kong that will replace the previous distributor arrangement in the territory.
Princess Yachts Asia, a wholly owned subsidiary of Princess, will be headed by Managing Director Adam Waters, who led the British builder’s successful distributorship for Greater China between 2014-24, importing more than 145 new Princess yachts into the region. Waters spent the past year working with Princess in the UK.
From 2024, NextWave Yachting and SunAzure represented the brand in Hong Kong until the shipyard’s new commercial initiative.
CGI of Princess F54
In terms of sales, Princess Yachts Asia applies to Greater China and selected surrounding markets. Existing Princess distributors covering Southeast Asia (including Thailand, Indonesia, Malaysia and Singapore), Japan, Australia and New Zealand will continue to represent the brand in their respective markets.
However, the new base in Hong Kong will ensure Princess maintains strong working relationships with key partners and sales brokers in the region, while ensuring clients can continue to benefit from direct factory support.
Will Green, CEO of Princess Yachts, said: “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. Princess Yachts would also like to thank SunAzure NextWave for their dedication and commitment to the Princess brand throughout their time as distributor. We look forward to continuing to work closely together during the transition period, ensuring a continuity of service and support for Princess customers.
CGI of Princess C48
“Our focus is on building trust, continuity and exceptional service, ensuring every Princess yacht owner feels supported at every stage of their journey with us.”
To support the new operation, Princess is investing in regional capability including experienced commercial teams, strengthened service support and technical expertise led by the Hong Kong office.
The new Princess Yachts Asia team will be available to meet clients, partners and brokers at the Cannes Yachting Festival (September 8-13), Monaco Yacht Show (September 23-26) and the Hong Kong International Boat Show (December 3-6).
