TURQUOISE’S NEW LIFESTYLE STRATEGY
“We face the future with the confidence of a bold new strategy designed to capture new growth in the superyacht industry,” says Al Barwani. “Economic growth in emerging markets is creating new wealth.”
Turquoise now is focused not only on yachts, but also on the yachting lifestyle. One of the fundamental aspects of yachting is the luxury lifestyle that surrounds the industry. Mehmet Karabeyoglu, CEO of Turquoise, says the company’s new “lifestyle proposition” offers owners not only technical choices, but also lifestyle choices. The builder’s bevy of options will run the gamut from traditional to cutting-edge styling with varying layouts, interiors and amenities available. Turquoise will bring in the world’s top designers to create yachts that emulate the owner’s lifestyle preferences.
Turquoise will continue to build yachts of exceptional value and quality, focusing on those up to 80 meters in length, assures Al Barwani, adding “We’ll enhance Turquoise’s ability further with leading-edge design and innovative engineering, plus enhanced quality control and management systems.”
Building on Turkey’s rich shipbuilding history and Turquoise’s already recognized technical expertise and strong reputation as a high-quality yacht builder, Karabeyoglu believes that the incorporation of new lifestyle elements will provide an attractive offer to new clients.
In order to offer its clients further bespoke service, Turquoise has opened its first international sales office in Monaco. This office will strengthen the client-and-broker relationship thanks to additional access. Turquoise has brought on broker Cristian Schwarzwalder, who previously has worked with Blohm & Voss, Benetti and Sparkman & Stephens, to be based out of the Monaco office.
“I am sure that many are attracted to the world of superyachts,” says Al Barwani. “But also I am sure that many are turned off when they are exposed to the commitment, complexity, challenges and risks involved in this decision.” Turquoise aims to mitigate these issues and make superyachts more accessible to new clientele with all facets of its new strategy.
