More than simply building yachts, Azimut has cultivated an identity: one rooted in elegance, performance, and the emotional experience of life at sea, explains Enrico Chiaussa, Chief Commercial Officer of EMEA-APAC Azimut Yachts in an exclusive interview.
In the world of luxury yachting, few names have managed to blend Italian artistry, technological innovation, and lifestyle aspiration as seamlessly as Azimut Yachts. For decades, the brand has stood as one of the defining symbols of Mediterranean luxury, recognisable from the harbours of Monaco to the coastlines of Miami, Dubai, and Saint-Tropez.
Founded in 1969 by Paolo Vitelli, Azimut began as a yacht chartering business before evolving into one of the most influential shipbuilders in the world. Over time, the company became part of the wider Azimut Benetti Group, now recognised globally as one of the leading names in luxury yachting.
What distinguished Azimut early on was its ability to reinterpret traditional yacht design through a distinctly Italian lens, lighter, more contemporary, more fluid, and deeply connected to lifestyle aesthetics.
Enrico Chiaussa, Chief Commercial Officer of EMEA-APAC Azimut Yachts
While many shipyards focused purely on engineering, Azimut understood that a yacht is also an emotional object. It is a floating expression of freedom, identity, and personal taste.
What does true luxury mean to you today?
“Today, luxury has evolved; it is less about ostentation, as it was in the past, and more about freedom and time. The focus has shifted from the product alone to the entire experience, and luxury is the ability to enjoy one’s time in a space that reflects personal values, surrounded by beauty and serenity,” - says Enrico.
What trends will define the next generation of yacht owners?
“The next generation of owners is driven by conscious sustainability, prioritizing a responsible way of approaching life on the water and an enhanced contact with nature over pure speed. They demand new design solutions that dissolve the barriers between interiors and the sea and elevate onboard comfort, alongside total digitalization for smart yacht management.
Ultimately, the yacht is evolving into a holistic sanctuary where advanced technology serves to maximize personal wellbeing and provide a seamless experience.”
Step aboard an Azimut yacht, and the philosophy becomes immediately visible. Natural light floods interiors through oversized windows. Soft materials, flowing lines, and carefully balanced proportions create spaces that feel closer to a luxury penthouse than a traditional vessel.
Azimut Grande 44M
Azimut has built a strong identity around design and innovation. How do you translate Italian heritage into the expectations of UHNW clients?
“Our yachts are a blend of aesthetics, design, and innovation, all linked by our pioneering approach. For us, Italian heritage means the ability to marry formal beauty with sophisticated engineering to anticipate and lead the market, something that we have been doing since the foundation of Azimut back in the 1969 by always introducing new technical solutions and unprecedented collaborations with designers and architects from outside the yachting industry.”
The brand has collaborated with some of Italy’s most respected designers and architects, ensuring each yacht carries an unmistakable sense of sophistication. Contemporary without feeling cold, luxurious without excessive ornamentation, Azimut interiors are designed to feel lived in rather than simply displayed.
This balance is one of the reasons the brand resonates strongly with Monaco’s international clientele, where understated elegance often carries greater value than visible extravagance.
How is the definition of luxury changing among UHNW clients?
“The experience now carries significantly more weight than in the past, when the product was the primary driver. With this shift in mind, we have adapted our offering beyond the yacht itself, providing tailor-made solutions, catering to our clients’ needs during the purchase phase and throughout their entire journey as owners.”
What are the key differences between the European and Asian yacht buyer profiles?
“European owners typically experience their boats in a familial, “cruising” way, seeking the sun and direct contact with the water. Historically, Asian owners have used their yachts as platforms for business and high-end socializing, prioritizing large, air-conditioned interiors. However, we are noticing that the APAC market is rapidly shifting to a more “European” model; owners in this region are beginning to spend their summers in the Mediterranean, truly savoring our lifestyle.”
Azimut Grande 44M
Performance Meets Innovation
Beyond aesthetics, Azimut has consistently positioned itself at the forefront of marine innovation. The shipyard was among the early adopters of extensive carbon fibre usage, reducing weight while improving efficiency and performance.
Beyond the yacht itself, how important is the full ownership experience: crew, services, events, and community?
“It is paramount. The product is just the beginning; it is the quality of the services, the sense of community, and the exclusive events that make the Azimut experience truly timeless.”
Today, sustainability has become an increasingly important focus within the yachting sector, and Azimut has invested heavily in lower-emission technologies, hull optimisation, and energy-efficient systems. Modern owners are no longer looking solely for size or speed, they increasingly seek smarter engineering and responsible innovation.
How do you balance performance, luxury, and sustainability in yacht design?
“Through technology. Our R&D Department develops efficient hulls, hybrid propulsion systems, and utilizes recycled materials, as seen in our Seadeck Series, which is the epitome of a conscious approach to life at sea. Sustainability is a “must”, a clear commitment to reducing CO2 emissions by up to 40% in a year of average use.”
This evolution mirrors broader changes in luxury itself. Contemporary luxury is increasingly defined not by excess, but by intelligence, sustainability, and experience.
Are you seeing a shift from ownership to experience-driven yachting, such as charter or fractional models?
“Chartering remains the primary “first step” into the world of yachting. Once owners verify that the experience resonates with their families and lifestyles, they naturally move toward a purchase. Fractional ownership is also becoming an increasingly interesting tool, which we have promoted with fair success through our dealers in both Europe and Asia.”
Azimut Grande 44M
What motivates a first-time yacht buyer today?
“Beyond a passion for the sea, our yachts are tools for building sensational memories with friends and family. One of our owners once defined his yacht as a “platform for happiness,” which I believe is the perfect definition. Additionally, the desire to belong to an exclusive, global community is a powerful motivator.”
Azimut yachts are deeply tied to the Mediterranean lifestyle. They are designed for movement between Monaco, Portofino, Capri, Ibiza, and the Greek islands, places where sea, design, gastronomy, and social life intersect naturally.
The brand’s appeal lies partly in this versatility. An Azimut can host elegant evenings in Port Hercules during the Monaco Yacht Show, yet still feel equally at home anchored quietly off the coast of Corsica.
For many owners, the yacht becomes less about transportation and more about a private extension of their lifestyle, an escape from fixed geography and rigid schedules.
What differentiates Azimut from other global yacht builders in Monaco and South of France region?
“What truly sets us apart is our ability to combine the agility of an innovator with the solidity of the world’s leading private yachting group. While others follow established naval traditions, we consistently redefine the category by integrating cutting-edge materials like carbon fiber and launching revolutionary series like the Magellano or Seadeck. This pioneering spirit is supported by a global service network that ensures our owners unparalleled peace of mind from St. Tropez to Monaco. Ultimately, we don’t just build yachts; we deliver the future of life at sea, blending Italian artistic flair with industrial excellence that remains unmatched in the region.”
Azimut Grande 44M
Monaco and the World of Yachting
It is impossible to speak about Azimut without acknowledging Monaco’s role in the global yachting ecosystem. The Principality remains one of the world’s most important centres for yacht ownership, brokerage, charter, and maritime innovation.
Every September, the Monaco Yacht Show transforms Port Hercules into a showcase of the industry’s most advanced vessels, attracting shipyards, designers, investors, and ultra-high-net-worth individuals from around the globe.
Within this environment, Azimut continues to occupy a strong position, not only because of its technical reputation, but because it understands the emotional aspirations of modern yacht owners.
What role do partnerships and local relationships play in your success?
“They are essential. Part of our corporate mission is knowing how to support our clients anywhere in the world. An Azimut client knows they will receive the same world-class service whether they are in Monaco, Hong Kong, Dubai, or Miami.
Furthermore, partnerships help us interpret local nuances when developing new products, which is fundamental to our mission of building “building the most beautiful, reliable, technological, innovative boat and assisting her anytime, anywhere”, as our Founder Paolo Vitelli once said.”
As the luxury market evolves, Azimut appears well positioned for the future. The next generation of owners increasingly values flexibility, sustainability, technology, and authentic experiences over traditional displays of status.
How important is brand storytelling when engaging new markets?
“It is fundamental. In new markets, a company isn’t just selling a product; it is selling a dream and a family legacy - the Vitelli family - that has lasted for over 50 years. Brand trust is our most precious asset.”
How important is Monaco in shaping global trends toward Asia?
“Monaco is the global hub of yachting. What is presented at the Monaco Yacht Show every year becomes the aspirational standard for the rest of the world, including the Asian markets.”
What motivates you personally in such a fast-evolving industry?
“I am a competitive person. I am motivated by the opportunity to represent the number one shipyard in the world and the challenge of defending that leadership every single day.”
What has been your most challenging market to develop, and why?
“I would say Mainland China, due to regulatory complexities and a nautical culture that is still maturing. However, it is also the market currently providing us with the most significant satisfaction.”
Where do you see Azimut in ten years from now?
“I see us as the undisputed leader of the ecological transition in luxury yachting. With our ongoing research efforts, our range will consist of ultra-low emission, smart, and technologically advanced yachts, supported by a loyal community of owners who act as our proudest brand ambassadors.”
In many ways, Azimut anticipated this shift long ago. Its yachts have always prioritised atmosphere, comfort, and emotional connection as much as technical capability.
Because ultimately, the appeal of Azimut is not only about owning a yacht. It is about embracing a certain way of living, where design meets freedom, where innovation meets elegance, and where the Mediterranean remains not simply a destination, but a state of mind.