From relatively humble beginnings, The Sunseeker London Group has grown into one of the most successful, dominant and recognisable brands in the yachting industry. With 26 offices across 33 countries throughout Europe and North Africa, they now sell more than half of Sunseeker’s global production and are the world’s largest supplier of pre-owned boats.
In this exclusive Q&A with The European, co-founder and group sales director Christopher Head reflects on his 31-year career and how ship-shape customer service remains a cornerstone of Sunseeker’s offering
The European: How are luxury yacht experiences evolving as part of ultra-expensive holiday trends?
Christopher Head (CH): One of the most remarkable aspects of yachting is the unparalleled freedom it provides. Whether you wish to explore secluded islands, discover hidden beaches, or visit new coastal destinations, you can do so effortlessly while enjoying the luxury and comfort of your yacht. There’s no need to pack up or compromise your surroundings—your yacht becomes your private sanctuary, allowing you to move from one beautiful location to another at your own pace, all while maintaining the privacy and exclusivity that only yachting can offer.
How important is customisation in the luxury yacht market today?
CH: One of the most vital aspects of owning a Sunseeker is that every yacht is meticulously hand-built, ensuring that genuine personalisation is standard for every owner—regardless of whether you choose a 55 Predator or a 100 Yacht. In today’s market, where individuality and personal expression are highly valued, buyers increasingly seek to leave their mark on their purchases. We recognise this desire and take pride in offering an exceptional level of customisation for each yacht we produce. From interior design choices and layout modifications to bespoke finishes and advanced technology features, we work closely with our clients to create a vessel that truly reflects their unique vision and lifestyle. With a Sunseeker, you are not just acquiring a yacht; you are crafting a personalised experience that embodies your individuality and aspirations.
Can you give examples of how Sunseeker tailors experiences to individual customers?
CH: Every element of the Sunseeker experience is customised to meet individual needs. We have developed ‘The Sunseeker Showcase’ at the heart of our Shipyard in Poole, which features a private dining area, a luxury specification room, and displays of every yacht in the current Sunseeker lineup. Consider it your own exclusive boat show experience. From the moment a client selects the Sunseeker they wish to order, we ensure that the entire process is as personalised as possible.
Can you tell us more about the collaboration with D&D Electric on the custom e-bike?
CH: Having had the privilege of personally experiencing a D&D custom e-bike, I was truly impressed by its innovative functionality and sleek design. The attention to detail and quality craftsmanship stood out to me, making it not just a mode of transportation but a stylish and enjoyable ride. This unique blend of practicality and aesthetic appeal will resonate strongly with our Sunseeker owners, who value luxury and exceptional design in every lifestyle aspect. Integrating such an e-bike into their yachting experience would undoubtedly enhance their adventures on land, providing a seamless connection between their time on the water and their exploration of coastal destinations.
What inspired this partnership?
CH: Our clients consistently seek new accessories to have on board their yachts and for getting around while docked in marinas. D&D aligns perfectly with our core values, making it an obvious choice when considering what our clients desire.
What were the key features or specifications that Sunseeker wanted in the custom e-bike? How does it reflect the brand’s identity?
CH: Here is where I believe the customisation comes into play. Having the bike match the boat name/logo/design is especially smart, and Sunseeker owners love the concept of the ‘toys’ on their yachts matching their chosen aesthetic.
How does the e-bike enhance the experience for yacht owners?
CH: Following on from the freedom aspect of yachting, our owners are explorers, adventurers and they love having the ability to go off the beaten track and find hidden gems in stunning locations.
Sunseeker London Group has secured an impressive order book covering over half of the Shipyard’s production. Can you share more about the strategies and factors contributing to this achievement?
CH: Over the past 31 years, Sunseeker London has grown a fantastic team, securing numerous experts in their fields, and this has ensured that our clients stay with us throughout their boating journey. Our brokers are some of the most knowledgeable in the industry, and a large majority hold decades’ worth of experience. Our service team is unparalleled, and the fact that we own and manage multiple sales and service centres throughout the Mediterranean means that our owners will receive seamless service.
How important is the overall customer experience in your business model, and what feedback have you received from clients about these offerings?
CH: Customer satisfaction is paramount, especially in this industry. Some 30 years ago, there were not the same number of yacht builders around, so it was perhaps easier to monopolise the market. However, owners have many more options nowadays, so as well as having a first-class product in terms of design and functionality, the customer experience has to be 10/10.
Aside from my role as Sales Director, I still personally sell to a select number of my clients as they have become friends over the years, so I pride myself on giving my clients the care and attention they deserve and spend a huge amount of time travelling to see them.
The Brokerage sales and Charter segment is a significant part of your business. How has this segment evolved in recent years, and what are the current trends and demands in the market?
CH: We saw a huge surge in demand for Brokerage during the first two years after Covid, and we believe this was due to first-time owners making their first foray into boat ownership and cruising.
Brokerage and Charter have always been stepping stones into new yacht ownership and have been crucial in opening the possibility of yachting to new and established owners.
Charter is also used as a cost-covering exercise for some owners and a way to make Yacht ownership a reality for more people.
What opportunities do you see for growth and development in the luxury yacht industry?
CH: The opportunities are limitless. We are seeing exciting new leaps into sustainability and groundbreaking new technology being used both in the building and the running of our Sunseeker yachts. The entire luxury yacht industry has never rested on its laurels – there have always been brands that lead the way, and Sunseeker is proud to be one of the best-established brands in the world.
As a leading figure in the Sunseeker London Group, what has been the most rewarding aspect of your role?
Relationships. Be that our everyday close working partnership with the Shipyards, my pride in the phenomenal teams we have built throughout the business, from sales and marketing to servicing, admin and accounts and extending to our wonderful owners and their captains and crew. For decades, we have been referred to as the Sunseeker Family; it is very special and a privilege to be at the heart of it.
Can you share any personal anecdotes or experiences that highlight the unique culture and ethos of the Sunseeker London Group?
Sunseeker is a household name that is famous worldwide for its style and passion. As such, we have always been associated with high-profile sports such as F1 and legends of the silver screen, namely 007. Millions of people believe that ‘Sunseeker’ is a generic name for motor yachts, much like a vacuum cleaner, which will often be referred to as a Hoover regardless of its make.
The late founder of Sunseeker, Robert Braithwaite CBE DL, identified that the brand’s image and fame were as important as its stunning and timeless design. This is still the case, and as such, sharing experiences and events all over the world with the Sunseeker Family are a fundamental part of our culture. You can see many of our events featured on our YouTube channel, but as for the anecdotes, you will have to join the Sunseeker Family and experience them for yourself.
Sunseeker London, founded in 1993 by David Lewis and Christopher Head, has grown into the head office of the Sunseeker London Group, which has 26 offices across 33 countries throughout Europe and North Africa. Known for its exceptional customer service, the group has won multiple “Dealer of the Year” awards from Sunseeker International. With a team of over 100 staff speaking 14 languages, Sunseeker London Group sells more than half of Sunseeker’s annual production and is the largest supplier of second-hand Sunseeker boats worldwide. The headquarters is based in London’s Mayfair district.
Images: Asad Khan/Belters News
