Oyster Yachts open up the world for a new generation of owners
British luxury boat maker Oyster Yachts has the wind in its sails as a new breed of adventurer discovers the seductive sleek beauty of its vessels, their exhilarating agility and the support of the company's global service network ensuring comfort and safety.
British luxury boat maker Oyster Yachts has the wind in its sails as a new breed of adventurer discovers the seductive sleek beauty of its vessels, their exhilarating agility and the support of the company’s global service network ensuring comfort and safety. Known for its supreme craftmanship combining traditional skills and advanced technology, Oyster’s hand-built cruisers are the blue water sailing, long haul kind, able to go anywhere and withstand the elements’ sternest tests.
Awareness of climate change and sustainability have also increased interest in the brand’s wind-power credentials. “The future of our oceans is in all our hands, by its very nature Oyster is sustainable and we are committed to becoming the world’s most sustainable yacht business. By 2030 we aim to introduce an entirely self-sufficient yacht, including hybrid propulsion with solar power,” declares chief executive Ashley Highfield.
Unique features such as its signature deck saloon, which creates a lighter interior so seascapes unfold through triple windows, have long made Oyster a favourite.
Like many of the parts, such as the stainless steel ones, manufacture of its range of 50ft to 90ft craft (from £1.5 million to £9 million) is carried out in the UK. Some 90,000 hours goes into building each 90ft flagship and its 50ft entry model, the 495, is the magnet for a new generation of Oyster owners.
Supporting 500 skilled jobs, operations across Oyster’s three sites - Saxon Wharf and Hythe Marine Park in Southampton and Wroxham in Norfolk - are expanding with new facilities. A foundation for the next generation is also being laid with the company’s apprenticeship academy.
Latest results testify to Oyster’s buoyancy with growth increasing 29 per cent year-on-year, a £56.4 million turnover for 2022/23 and an in-profit forecast for this year. It’s an achievement even more striking given the 51-year-old company’s recent history when in 2018 it was heading for the rocks.
Rescue came in the shape of tech entrepreneur, customer and Nelson devotee Richard Hadida who stepped in to guarantee its future, committing a further £14.5 million investment in a five-year turnaround plan. In 2022 a record 22 yachts were launched and now the company is shipshape technologically and will soon release an app so owners have real time access to their yacht’s systems with easy connection to customer care and the wider Oyster community. Further development of its Mediterranean service centre in Palma is also underway.
For many owners (could they be Oysties?) regatta allure is strong and the experience of being part of the biannual Oyster World Rally, a 16-month circumnavigation of the oceans covering 27,000 nautical miles and 27 destinations, is a pearl beyond price. 2026/27 is fully booked making 2028 the current option.
“Our customer base is changing and the pandemic increased the sense of ‘carpe diem’ (seize the moment). We’re seeing a new generation of younger, more adventurous customers, for example tech or sports entrepreneurs, who may never have sailed before. Many are looking for post-handover services to accompany their sailing journey,” explains Highfield. “Oyster can provide that including how to sail so they have thrills and lifelong memories. Our strategy of doubling down on investment is paying off. With us the world is yours.” https://oysteryachts.com
