The Client

Benetti means quality, luxury and Italian excellence since 1873. It’s a Benetti when you look at yachts that are as unique as they are.

The Brief

Benetti aimed at increasing the brand image of the company, in particular in the construction of large superyachts. 

Most people in the yachting industry think of Benetti as being located in Viareggio, where they produce a stunning array of superyachts. Their production facility down the road in Livorno is unknown by many, but is truly breathtaking and actually towers above Viareggio in terms of the sheer scale of the operation. This video takes a look behind the doors on this amazing City of Super Yachts, and gives a glimpse at the people that make the magic happen.

The story of Spectre is a remarkable account that demonstrates Benetti’s ability to use their industrial scale production facility to create a highly customised superyacht. By listening carefully to their client Benetti employed great innovation to meet his requirements, and if there is one thing I shall take away from my visit to Benetti it is their ability to think out of the box in order to get the client what he wants.

At this year’s Monaco Yacht Show I was invited to some Press Conferences held by yacht builders who wanted me to pass on their news to the viewers of my YouTube channel. The Benetti Press Conference was of particular interest, since it addressed the challenge of delivering yachts in the quickest possible time without compromising the quality of the product. The Redman Whitely Dixon designed Benetti BNOW series is a great solution to this problem.

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