An emerging yacht advisory founded by a former luxury asset manager is turning yacht brokering on its head—and putting owners first. It’s also representing one of the most exciting yachts at the 2025 Dubai International Boat Show. Robb Report speaks to its CEO.
“I don’t like the term brokerage,” says Will Harrison, CEO of Maddox Yachts. “I prefer yacht advisory because that’s what we’re doing— we’re advising our clients.” One of the most exciting new companies to launch in the yacht space in recent years, Maddox was founded in 2020 and specialises in the procurement, build and sales of yachts. It’s not a new business concept, but the team’s modern, personal approach is novel.
Harrison’s distinctive mindset is unsurprising when you consider his entrepreneurial background. He began his career working with an UHNW client based in Monaco, managing both financial and physical assets, before founding an eponymous physical asset management startup in London. “Managing someone’s assets is an amazing way to get to know someone,” says Harrison. “When you deal directly with clientele, you start to realise what actually matters to them—everyone has their own quirks and ways of doing things.”
After cutting his teeth in management and building a strong network of clients, he witnessed a pattern of colleagues moving into brokerage and experiencing a shift in attitude from clients. “When people start acting like a broker, it puts off any potential client. Our approach is firmly rooted in breaking traditional practices and redefining the yacht advisory landscape,” he says.
Alternative Approach
While Harrison’s former businesses managed all manner of physical assets —from property and art to motors and yachts—Maddox focuses purely on the buying and selling of marine assets. Yachting is a personal passion and during his previous employment Harrison was involved in several 100+ m superyacht builds, which served to enhance his excitement and knowledge of the industry. His focus at Maddox is to develop lifelong partnerships with his clients and deliver what they need and desire at each stage of life. “I don’t see it as a deal; I see it as a long-term relationship,” he says. “Yes, selling a 120 m Lürssen is fantastic for a company, but you may not see that person again. I’d rather start clients off on a 40 m on which they can spend time with their family, and when their children grow up, maybe they’ll want something different. The family portfolio evolves over time.”
On the sales side, his team operates an alternative, non-traditional approach to marketing. “We’re not going to market a yacht like every other broker,” he says. Such an approach will be driven by the owners and what they’re comfortable with. “We’re going to consult you on it and find out what you like about the yacht and what made you want to purchase it,” he says.
Modern tactics the team uses may include interactive events with designers, should the yacht be known for its incredible design, for instance; bespoke content creation; and even social media campaigns —something formerly considered taboo. “As a lifestyle brand, we want to focus on the lifestyle aspect of yachting,” Harrison says. “I don’t think the traditional ‘hard sell’ works anymore.”
This fresh philosophy is organically attracting the upcoming wave of yacht owners. “This is happening quite naturally as most next-generation owners don’t want the same brokers as their parents,” Harrison says. “And they seem to be more open minded about doing things differently. We work with many ‘older’ clients, but what sets us apart is being a younger, adventurous team. This dynamic makes it easier for us to connect with and cater to the next generation, many of whom prefer a more personalised and contemporary approach.”
One of Harrison’s strongest assets is his ‘little black book’ of owners, which he developed during his time in asset management, many of which include business leaders and parents—not just the new generation. “In yachting, it’s not really about age, it’s about mental age,” he says. This network is the first port of call when he acquires a new yacht looking for an owner—or receives a new request from someone looking to source or build a yacht.
Growing Portfolio
Harrison’s methodology seems to be paying off because Maddox’s portfolio of yachts is only growing. In January of this year, the company became the exclusive representative for the sale of Moonlight II, a 91 m luxury motor yacht first delivered in 2005 and refitted in 2020. Already a successful charter yacht, thanks to her on-board amenities and larger-than-average capacity for up to 36 guests, Moonlight II is now looking for a new owner to continue her prestigious legacy.
“This achievement marks a significant milestone and underscores the dedication, professionalism and trust that Maddox continues to uphold within the yachting industry,” Harrison says. “Moonlight II is not just any yacht; it is a true icon of luxury, innovation and impeccable craftsmanship. Representing such an exceptional vessel is a privilege, and I am confident that Maddox’s expertise will ensure the highest standards of service and representation.” Maddox is currently headquartered in London, but Harrison’s plan is to expand and open an office in Monaco within the next two years, followed by one in Dubai. “London may be home, but Monaco is the mecca of yachting—you can’t not be there,” he says.
After all, Harrison says he will go where the owners go. “Keeping our clients happy is fundamental,” he says. “They’ve all got long memories and when it works for them and they like you, it’s great, but if they don’t, they’ll voice their opinions within the space. I’ll do anything to keep that relationship strong.”
