admire we have been able to grow the business.” We asked Sue what were the biggest changes she had


witnessed in the industry and the biggest challenges in today’s market. “Of course the internet has been the biggest change in


our industry, making the business much more international and enabling us to deliver information quickly and accurately. This is also our biggest challenge and remains so today. It has meant that standards have had to rise and that we have to work harder in a more competitive environment, which we regard as a good thing. Whilst currency fluctuation has always been an important element in deciding yacht value, almost of more importance is the ability to be nimble in interpreting the wider international market in order to give the best possible advice. With our Mediterranean office, our Scandinavian connections, our office in Newport and our many corresponding brokers worldwide, we have a very good insight in comparison with the more parochial local brokerage houses. “Of course the highs and lows of the economic cycle have


been interesting to manage. We believe that there are still big challenges ahead and that the new yacht market and this stall will continue to affect the brokerage market for a number of years. However, the much overused and old brokers’ saying that ‘good condition yachts correctly priced sell’, continues to be as true today as it ever was.” The Berthon Collecton of second-hand yachts at Lymington


runs from 10th-19th September 2010 for the sixteenth year. Sue describes it as “a cornerstone of our marketing strategy in the UK. “We wanted to stage on event for the sorts of yachts that


we deal with concurrently with the Southampton Boat Show, and this event has grown over time. Of course our For Sale Area has developed since Collection 1 and we now have 3 x 220’ gantries enabling us to show yachts ashore on our ‘land marina’. The event is supported by our Collection catalogue which these days is accompanied by the Berthon lifestyle magazine and both are mailed to the entire Berthon mailing list of around 25,000. This gives good coverage for the event and for the yachts participating. This year we will be showing Atalanta, a 83.5 Feadship fully restored at Dorr Lemmer which is joining us from the South of France. We also have the iconic Gipsy Moth IV, a brace of Discovery 55s and the Volvo 70 Kosatka, amongst many other great yachts. Every year we are pleased to welcome some stunning yachts, and have been successful in finding new owners for them”.


Check out the Berthon website at www.berthon.co.uk SepTeMbeR 2010 YACHTWORLD.COM 13


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