Consult | Pearl Motor Yachts Case study

Pearl Motor Yachts - Creative

Learn how we helped Pearl Motor Yachts launch into the competitive luxury yacht sector.

The business

Pearl Motor Yachts is the UK’s fastest growing luxury motor yacht builder and Cognition’s oldest client from 1998. The company has dealerships in the UK, Mallorca, France, Spain, Greece and Cyprus.


The challenge

Cognition was tasked with establishing the Pearl brand while the yachts themselves were in the planning stages. In the highly competitive motor yacht market, reputation is key, and we had to create sufficient interest to compete with larger players like Sunseeker and Princess.

This included attracting third party investment, to launch a new brand into highly competitive sector, and raise awareness in the marine and luxury sectors.

Long term goal was to increase market share of the luxury motor yacht market by the establishment of a dealer network across Europe.


“Cognition has played a vital strategic role in Pearl’s journey from a little known boat builder to the fastest growing luxury motor yacht builder in the UK.”

Iain Smallridge - Managing Director, Pearl Motor Yachts


The solution

The Cognition Brain

Data System Deliverables

  • Research into the global motor yacht market
  • Qualitative research related to target buyers  
  • Psychological literature review on decision strategies of HNWI and UHNWI

Story System Deliverables

  • Creation of a new brand, codified in a brand book
  • PR and related content based on a messaging strategy segmented by region 
  • Content generation for key global motor yacht events

Engagement System Deliverables

  • Launch of multiple luxury motor yachts including the first ever Pearl Motor yacht to hit the market
  • Event strategies for boat shows across EMEA
  • All tactical marketing differentiated by geographical region

The results

  • Attracted more than £3 million investment

  • Established significant ongoing presence in pan-European marine media, nationals, luxury lifestyle and regionals 

  • Increased profile attracted dealerships including UK, Ireland, France, Portugal, Spain, Mallorca, Greece, and Cyprus

  • Formed a long-term strategic association with highly-acclaimed British interior designer, Kelly Hoppen MBE 



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