Masters of time
Building on over a century of knowledge of yacht and shipbuilding, ONBOARD talks to Rose Damen about Amels looking to the future. The Amels brand has recently re-emerged, refreshed, inspired
and ready to face the future in a new generation that is deeply and powerfully connected to time and the seas
A
mels’ new logo is the visual representation of the master yacht builder’s refreshed brand. It represents waves, the bow, and
the multiple decks of an Amels superyacht, always moving forwards – like Amels itself – through past, present, and future.
Like Amels’ iconic superyachts, the logo is inspired by the organic adaptability of nature; to a capacity to respond to new challenges in the environment.
It’s an appropriate statement from a brand whose success is based on the combination of its heritage with innovation to ensure a stable process of continual evolution, adaptation, and progress. Amels prides itself on building on the strong foundation of generations of hard-won knowledge, while simultaneously navigating the ever-changing world in which it exists, in order to thrive. It is this culture, developed and matured over time – and time, Amels says, is a key factor – that has led the brand to where – and what – it is today.
In recent years, there has been a degree of soul-searching taking place at Amels. Changes within the industry, and within the world in general, stimulated the brand to take a look at itself and define its identity, ready to face the future with a renewed confidence.
©Damen Yachting
No stranger to changes The iconic Dutch superyacht builder, established over a century ago in 1918 as a builder of wooden fishing vessels and steel workboats, is no stranger to changes and has repeatedly demonstrated its ability to move with the times.
Over the years, the company has undertaken numerous significant developments – including its 1970s transition to producing superyachts. Building a name for itself in the international world of luxury yachting, the company went through another important transformation in 1991, when it became a part of the Damen Shipyards Group. This marked a crucial turning point for the yacht builder; from this point on Amels
Yachting for the next generation This restlessness means Amels keeps on searching, relentlessly pursuing excellence. Combining the vision of the world’s best designers, in-house naval engineers, architects, and craftspeople to evolve and develop the next generation of yachts and redefine modern yachting.
With a new generation at the helm, it seemed like a good time to reflect, take stock and position Amels ready for tomorrow’s world, as third generation family member and Managing Director Rose Damen explains. “Our dad took us all over the world. To the most inspiring places. Today, I am proud to follow in his footsteps and continue the journey with Amels, moving from one generation to the next, flowing forward.”
yachts would be built according to Kommer Damen’s revolutionary platform-based shipbuilding philosophy. This gave rise to one of the icons of modern yachting: the Amels Limited Edition.
Since then, the company has gone from strength to strength, designing, building and delivering some of the most renowned superyachts of our times. It’s not in the Amels culture to sit back and settle into a comfortable stability, however. The brand is constantly on the move, evolving, adapting, progressing.
ONBOARD | WINTER 2023 | 33
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