In a notable move, Dutch superyacht builder Heesen Yachts has announced it will not be exhibiting with traditional stands at the 2025 Monaco Yacht Show or the Fort Lauderdale International Boat Show. The decision marks a strategic pivot following the yard’s acquisition by Dutch entrepreneur and investor Laurens Last.
Described by the shipyard as a “client-centric” realignment, the withdrawal is intended to redirect focus toward direct, immersive engagement with clients. Heesen emphasized that this shift is a “deliberate choice” to allow the yachts themselves—renowned for their engineering and innovation—to take centre stage.
“The Monaco Yacht Show and Fort Lauderdale International Boat Show remain unparalleled platforms,” said Heesen in a statement. “Our yachts will still be there, in prime positions, ensuring they remain the centre of attention.”
The 55-metre Solemates, delivered earlier this year, has already been confirmed for the 2025 Monaco Yacht Show, where Heesen plans to host VIP clients aboard for bespoke tours and private experiences.
This approach follows a trend among top-tier builders. Notably, Feadship adopted a similar model in 2024, choosing to celebrate its 75th anniversary with more curated, on-board interactions rather than a traditional show presence.
By stepping away from conventional marketing formats, Heesen aims to offer exclusive, high-touch experiences that better reflect the needs and expectations of its discerning clientele—putting its craftsmanship front and centre in a more personal, impactful setting.
