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Summer used to be part of a seasonal strategy for beauty marketing with bronzers, mists and sunscreens packed into exclusive releases that typically peaked and faded with the season. Today, amid rising temperatures, increased UV awareness and a more functional approach to skincare, global beauty brands are rethinking their strategy. What was once a purchase made in line with tropical holidays and summer vacations is now recast as an everyday essential, particularly with proprietary product development that sees SPF-boosted moisturisers, humidity-resistant setting sprays and hybrid formulations that combine conventional categories of skincare and makeup.

With consumer expectations changing, the summer beauty category is no longer just a seasonal campaign but rather a retention engine shaped by an understanding that heatwaves can become a year-round business opportunity. From tinted sunscreens and cooling mists to sweat-proof setting sprays — this 10-step skincare routine line-up exemplifies how global beauty brands are rethinking seasonal launches to encourage profit retention and long-term consumer loyalty. 

Moisturiser:

Elixir’s Day Care Revolution

Amid growing demand for functional, multi-use skincare products, ELIXIR — Japan’s number one anti-ageing skincare brand — has updated its Day Care Revolution range to meet evolving consumer expectations. The newly reformulated 3-in-1 product functions as a moisturiser, UV protector and makeup primer, now powered by a proprietary ingredient called “MitoRevitalizer”. Backed by 11 years of joint research and over 700 UV exposure tests, “MitoRevitalizer” is designed to activate the skin’s natural regeneration system, helping to maintain collagen levels and improve resistance to UV-related damage. The product offers broad-spectrum SPF50+ PA++++ protection, while also targeting fine lines, elasticity and barrier strength. In clinical trials, it demonstrated measurable results, including improved skin plumpness and reduced signs of ageing.

To enhance performance, the formula also uses Micro UV Technology to distribute UV filters more evenly, allowing the inclusion of 20 percent more active skincare ingredients without compromising protection. The result is a high-performing, all-in-one daytime product suited for long-term use in high-temperature environments — aligning with the industry’s shift towards all-season SPF and simplified routines with multi-functional value.

SPF:

Supergoop! PLAY

Supergoop! continues to build its reputation around broad-spectrum protection that fits into the daily routines of beauty consumer. The brand’s “PLAY Everyday Lotion SPF 50” is a high-performance sunscreen designed for both face and body, offering 80 minutes of water- and sweat-resistant protection, making it an essential feature in hot, humid climates and for consumers with active lifestyles.

Formulated for all skin types, the lotion is fast-absorbing and non-greasy, eliminating common complaints around texture and white cast. Beyond sun protection, it includes a Hydration Complex featuring glycerin, niacinamide and amino acids to condition skin and support moisture levels throughout the day.

Positioned as a family-friendly sunscreen with a fresh, naturally derived scent from basil, eucalyptus, citrus and wild geranium, “PLAY Everyday Lotion SPF 50” bridges the gap between dermatological care and a sunscreen essential. Its ability to function as both a preventative skincare product and a comfort-driven daily lotion aligns with the industry’s wider trend of developing hybrid SPF formulas that move beyond niche, seasonal use into everyday skin essentials.

Foundation:

Armani Beauty Power Fabric+ Foundation SPF 25

Armani Beauty’s Power Fabric+ Foundation is built for real-world wear, offering reliable coverage and UV protection that holds up against rising temperatures and urban stressors. The formula delivers medium to full coverage with a matte finish, designed to resist heat, sweat and humidity — key demands in today’s climate-adaptive skincare landscape. Its patented Micro–fil Technology allows pigments to lie flat for seamless blending, resulting in a smooth, weightless texture that feels breathable on the skin. With SPF 25 and a transfer-resistant, liquid-to-powder formulation, it meets rising consumer demand for durability, comfort and protection in one daily-use base product. Available in 30 shades, it reflects the brand’s ongoing investment in inclusive, functional luxury beauty.

Bronzer:

Estée Lauder Bronze Goddess Powder Bronzer & Highlighting Powder Gelée

Designed to evoke the look and feel of a never-ending summer, “Estée Lauder’s Bronze Goddess Highlighting Powder Gelée” continues to build on the success of the brand’s best-selling warm-weather collection. The cult-favourite formula merges the payoff of a powder with the silky smoothness of a gel, offering a buildable glow that adapts to varying climates, skin tones and consumer preferences. The Heatwave shade — a champagne-toned luminiser — remains the standout and is consistently praised for its universally flattering undertone and smooth, non-patchy application. Its pearl-infused finish offers light-catching luminosity without settling into fine lines — a practical consideration for heat-exposed or dehydrated summer skin.

Housed in Estée Lauder’s signature rose gold compact, the product is an all-year addition that fits into the hybrid beauty model. Positioned as a makeup enhancer that adapts well to SPF-primed or bare skin, Bronze Goddess taps into the growing consumer appetite for complexion products that are customisable, photogenic and resistant to heat-induced texture issues.

Sweat‑Proof Setting Sprays:

Pat McGrath Labs Skin Fetish: Glass 001 Legendary Glow Setting Spray

Pat McGrath’s “Skin Fetish: Glass 001 Legendary Glow Setting Spray” is a case study in runway innovation made commercially viable. Originally developed to capture the reflective, high-glamour sheen seen at Maison Margiela’s shows, the formula has since been translated into a consumer-facing product that meets both aesthetic and functional demands by locking in makeup for up to 16 hours while preserving hydration and vibrancy in humid or heat-prone conditions.

Formulated with soothing botanicals including aloe leaf, cucumber and black tulip extract, the spray delivers more than just a glossy finish. It doubles as a barrier-boosting mist that supports the skin’s appearance under long wear, while its ultra-fine delivery system allows users to layer for varying levels of glow — from everyday radiance to editorial glass-skin intensity.

As part of the broader shift towards hybrid beauty, “Legendary Glow” reinforces the growing market for setting sprays that do more than fix makeup. It appeals to the high-performance expectations of luxury consumers who expect skin care benefits embedded into every step of their routine, especially in climates where heat, oil and sweat can compromise longwear formulas.

Hydrating Face Mists:

Dior Forever Perfect Fix

Positioned as Dior’s first-ever triple-action face mist, “Dior Forever Perfect Fix” is designed to solve one of summer beauty’s most persistent challenges — keeping makeup intact under heat and humidity without compromising skin hydration. By merging setting spray and skincare into a single formula, Dior reinforces the market’s demand for multi-functional products that are made for both wear and wellness.

Its micro-diffusion technology delivers an ultra-fine, colourless mist that locks in makeup while offering an instant burst of hydration. The formula is engineered to prevent migration into fine lines and maintain a fresh, crease-free finish — a critical concern for consumers navigating long days in hot climates or air-conditioned environments. Non-greasy and non-sticky, it can be reapplied throughout the day for touch-ups without disrupting base layers. With this launch, Dior extends its complexion authority beyond foundations and powders into longwear maintenance, positioning “Forever Perfect Fix” as a modern-day essential shaped by environmental stressors and high-performance expectations.

Serum:

Bobbi Brown’s Intensive Serum UV Fluid SPF 50+ PA++++

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Sitting at the intersection of treatment and protection, Bobbi Brown’s Intensive Serum UV Essence represents the evolution of SPF into a category that aims to not only shield but strengthen. Marketed as a lightweight, skincare-first sunscreen with SPF 50+ PA++++, the product responds to demand for UV care that doubles as an anti-ageing solution — a shift that reflects the broader industry trend toward hybridised, high-performance summer products.

Powered by FlexShield Technology, the serum forms a barrier against UVA/UVB rays, blue light and pollution, while skincare actives like Ginger Root Extract, Narcissus Bulb and Argireline Peptides target visible ageing and loss of firmness. It is also infused with traditional Eastern ingredients like Cordyceps, Ginseng and Reishi Mushroom, offering benefits that boost skin energy and soothe irritation.

Unlike traditional SPFs that focus purely on protection, Bobbi Brown positions this as a full-spectrum skincare step — part of a larger regimen that complements its “Intensive Serum Foundation” and “Concealer offerings”. With brightening, hydrating and pore-refining effects layered into its protective role, this UV Essence reflects how SPF is becoming integral to the daily luxury skincare narrative, far beyond the beach.

Lip Treatment

Clé de Peau Beauté’s Protective Lip Treatment

While SPF lip balms have long existed, Clé de Peau Beauté’s “Protective Lip Treatment” applies the brand’s proprietary “Adaptable Innershield Technology”, which not only filters harmful UV rays but also allows beneficial red light to pass through. Formulated with over 70 percent of skincare ingredients, this SPF lip product actively improves the appearance of texture, tone and dullness. The addition of Moroccan thyme extract, multi-botanic infusions and moisture-melt technology delivers 24-hour hydration when reapplied throughout the day, while smoothing fine lines and replenishing softness.

Positioned as a year-round essential rather than a seasonal lip balm, this product demonstrates how lip care is being rethought through the lens of skincare-meets-suncare. Designed to function equally well as a standalone treatment or a primer under lipstick, it addresses the luxury consumer’s expectation for performance without compromising on multifunctionality.

Eye Cream

Elizabeth Arden PREVAGE® Anti-Aging Eye Cream SPF 15

Luxury skincare is increasingly addressing overlooked areas like the eye contour, where UV damage can accelerate fine lines and visible ageing. Elizabeth Arden’s PREVAGE® Anti-Aging Eye Cream stands out as one of the few premium solutions offering SPF protection specifically for the eyes. Its formula features Idebenone, a potent antioxidant known for its environmental defence properties, combined with encapsulated broad-spectrum SPF 15 to protect against UVA/UVB without causing irritation. Designed for daily use, it delivers lasting hydration to the delicate under-eye area while targeting signs of fatigue, crow’s feet and crepiness. The addition of sun protection in an ophthalmologist-tested eye cream reflects how legacy brands like Elizabeth Arden are evolving core products to meet the rising demand for full-spectrum, all-area defence in daily skincare routines.

Hair & Scalp UV Protection:

Sisley Hair Rituel Protective Hair Fluid

As the beauty industry recalibrates around the realities of climate exposure, luxury haircare is also undergoing a strategic shift. Hair Rituel by Sisley’s Protective Shield Mist addresses hair protection, a gap in the summer skincare routine that is often overlooked. More than a finishing mist, it functions as an invisible barrier that guards against UV rays, humidity, pollution, chlorine and salt — stressors that have a compounding impact on hair’s long-term strength and shine.

What makes this mist a standout is its dual-action formula. An antioxidant shield neutralises free radicals to prevent fibre degradation, while a physical barrier coats the hair to prevent environmental damage. The result is a measurable difference in hair’s texture and manageability, resulting in less frizz and a visible return of shine.

This is not a styling product but rather a preventive care for hair, formulated with the same level of sophistication typically reserved for facial skincare. With a lightweight, residue-free finish suitable for all hair types, Sisley’s Protective Shield Mist is an essential step in daily grooming as it aligns with the broader luxury shift toward comprehensive, head-to-toe UV defence.

Special Mention:

Allies of Skin Multi Peptides & GF Advanced Lifting Serum

Allies of Skin’s Multi Peptides & GF Advanced Lifting Serum is a new-generation treatment focused on firming skin and extending its health span. Powered by a 3 percent Growth Factor Complex and 9 percent Lifting Peptides, the clinically backed formula addresses sagging, texture loss and post-weight fluctuation concerns.

What makes this serum stand out is its ability to stimulate the skin’s own collagen and growth factor production, delivering visible lift in as little as one month. Ophthalmologist-tested and suitable for use around the eyes, it works across the entire face and neck to visibly reduce both static and dynamic wrinkles. Clinical trials report firmer, more lifted skin in as little as one month. With a science-driven formulation and growing celebrity endorsement — including from Kaia Gerber and Henry Golding — the Singapore-founded brand is positioning this product as a results-oriented addition to any high-performance skincare routine.

Neal’s Yard Remedies’ New vegan Wild Rose Beauty Balm

A cult favourite with a 20-year legacy, Neal’s Yard Remedies’ Wild Rose Beauty Balm returns with a vegan reformulation and updated sustainable packaging while retaining the beloved multitasking appeal. Now powered by a curated blend of seven certified organic plant oils, butters and waxes, the balm offers intense nourishment while targeting dryness and dullness. It is also clinically proven to improve hydration and radiance and is suitable for all skin types and tones. Relaunched this summer with a certified vegan formula and improved sustainability credentials, the multi-purpose balm remains one of the brand’s most renowned products.

More than just a cleanser, the balm’s versatility makes it a true skincare workhorse. It can be used as an overnight treatment, natural highlighter, brow and hair tamer, or even a cuticle softener — an ideal companion for travel or minimalist routines. With updated sustainability credentials and continued efficacy, the relaunched balm proves that legacy formulas can still set the standard in clean beauty innovation.

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This year, Rolex presents a bold new expression of one of its most enduring icons with the launch of the Oyster Perpetual Datejust 31 in yellow gold, distinguished by a vivid red ombré dial. Regarded by the brand as the archetype of the classic wristwatch, the Datejust has long been defined by its classic aesthetics and reliable performance. When it made its debut in 1945, it was the world’s first self-winding, waterproof chronometer wristwatch to feature a date display at 3 o’clock – a revolutionary innovation that combined all of Rolex’s key technical breakthroughs of the time and laid the foundation for the modern wristwatch.

The Art of Balance

The most captivating moments in nature often unfold in transition – dawn breaking across the horizon, the shift from summer to autumn, or the precise instant when daylight gives way to night. With the new Datejust 31, Rolex poetically distils this ephemeral quality into a wristwatch that captures the poetry of change. Its dial flaunts an intense red ombré gradient, applied for the first time to the Datejust, injecting a bold new aesthetic for a timepiece historically associated with understated elegance.

The dial presents a nuanced transition from a vibrant, fiery red at its centre to a deep black outer edge. This chiaroscuro effect, where light and dark coalesce, is further intensified by 10 diamond hour markers and a diamond-set bezel that collectively amplify the visual drama. The overall composition is one of striking depth, balance, and aesthetic harmony, made possible by Rolex’s sophisticated manufacturing techniques.

This sophisticated gradient effect is achieved using Rolex’s proprietary Physical Vapour Deposition (PVD) process, a technique reintroduced to the brand’s catalogue in 2019 for select Day-Date models. This new red ombré dial, enhanced with a glossy sunray finish, not only highlights the concentric colour transition but also captures and refracts light in layers, adding a dynamic quality to the watch’s visual presentation.

Datejust 31 marks the first time that this concentric gradient execution has appeared in a red hue – an expansion that reflects Rolex’s nuanced approach to colour and material innovation. Finished with a glossy sunray treatment, the dial captures ambient light in layers, enhancing the radial gradient and the sparkle of the applied gemstones.

Meanwhile, functional clarity remains paramount. The Cyclops lens at 3 o’clock magnifies the date display beneath a sapphire crystal that is both scratch-resistant and treated with a dual-layer anti-reflective coating. Despite the ornate elements, legibility remains uncompromised – a hallmark of Rolex design philosophy.

Engineering Prowess

The timepiece is encased in a 31mm Oyster case, made from a solid block of 18k yellow gold. Measuring 10.6mm in thickness, the case balances elegance with durability, delivering wrist presence and ergonomic comfort. Incorporating a double waterproofness system, the Rolex Twinlock winding crown works in conjunction with the finely fluted, screw-down caseback to ensure water resistance up to 100 metres. Accentuating the dramatic dial is the bezel, which dazzles with 46 brilliant-cut diamonds weighing a total of about 1.02 carats.

Powering this model is the calibre 2236, a self-winding mechanical movement developed and manufactured entirely by Rolex. Introduced in 2014 and implemented in the Datejust 31 line since 2018, the movement represents Rolex’s highest calibre of engineering in this size category. Its technical highlights include a Syloxi hairspring in silicon, with a patented geometry that offers exceptional resistance to temperature variation and positional deviation.

Complementing this is a paramagnetic nickel-phosphorus escape wheel, which enhances stability in the presence of magnetic fields. The oscillator beats at 28,800 vibrations per hour (4 Hz) and is regulated via a balance wheel with variable inertia, adjusted through gold Microstella nuts. A traversing balance bridge improves shock resistance and structural stability, and is aided further by Rolex’s proprietary Paraflex shock absorbers. The movement is powered via a bidirectional Perpetual rotor and delivers a power reserve of approximately 55 hours.

As with all Rolex timepieces, the Datejust 31 not only meets but exceeds the requirements of the Swiss Official Chronometer Testing Institute (COSC), and each finished watch undergoes Rolex’s in-house Superlative Chronometer certification. Redefined in 2015, this rigorous protocol assesses the precision, waterproofness, power reserve, and automatic winding efficiency to ensure that every unit meets or exceeds expectations in real-world conditions. Rolex allows only −2/+2 seconds of daily deviation, a standard significantly more stringent than COSC’s baseline. The green seal and five-year international guarantee are Rolex’s stamp of assurance on this rigorous quality control.

Hallmark of Prestige

The precious metal execution on the Datejust 31 is further distinguished by its President bracelet, a signature element initially created for the Day-Date in 1956 and reserved exclusively for Rolex’s most prestigious references. Here, the three-piece link bracelet features polished centre links and satin-finished outer links with polished edges, creating a subtle play of textures that complements the watch’s overall visual complexity.

Beyond its appearance, the President bracelet incorporates Rolex’s patented ceramic inserts within the links, an ingenious feature that enhances comfort on the wrist and long-term durability. The bracelet is secured by a concealed folding Crownclasp, which maintains its seamless visual flow while ensuring a secure closure.

Discipline in Design

The watch retains Rolex’s key functions: centre hour, minute, and seconds hands; an instantaneous date with rapid setting; and stop-seconds mechanism for precise time setting. These features are designed not only for practicality, but to underscore the brand’s enduring philosophy of creating watches that are as dependable in performance as they are refined in appearance.

The Rolex Datejust 31 is the ultimate study in restrained expression. It balances decorative artistry with mechanical precision, offering a dial that draws the eye and a movement that satisfies the most rigorous expectations of performance. By embracing chiaroscuro in its dial design, Rolex reveals a new facet of the Datejust’s personality, one that is more expressive yet no less timeless. In doing so, the brand reinforces its mastery of balance between heritage and progress, light and shadow, as well as elegance and utility.

This story was first seen in WOW #78 Vision 2025 Issue

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As the yachting world prepares for the 34th edition of the Monaco Yacht Show, taking place 24 to 27 September at Port Hercule, momentum is building. Organisers have unveiled an initial list of over 400 exhibitors, representing the vanguard of superyacht design, engineering and lifestyle — with up to 600 expected by the time the show opens. Alongside this, the show introduces Blue Wake, a new sustainability-led initiative spotlighting companies actively advancing environmental responsibility in yachting, developed in collaboration with the Water Revolution Foundation.

Complementing this renewed focus on sustainability is the anticipated world premiere of the Swan 128, Nautor Swan’s new 39-metre flagship, set to debut at the show with Sanlorenzo’s backing. From shipbuilders and tech innovators to luxury brands and yacht designers, the Monaco Yacht Show continues to solidify its position as the global epicentre of superyachting. Here’s a look at what’s already been announced — and what to expect this September.

Monaco Yacht Show 2025 Exhibitors Revealed

Organisers of the Monaco Yacht Show have revealed the exhibitor list for the 34th edition of the world’s leading superyacht spectacle.

The list of exhibitors for this year’s Monaco Yacht Show (September 24-27) has been made available on the official website, with the list continuing to be updated ahead of the show. Organisers say the list “already provides a representative snapshot of the industry’s elite including shipyards, designers, equipment manufacturers, tech companies, luxury brands and bespoke service providers”.

Exhibitors can be searched on the website by company name or by ‘activity’, with the categories comprising equipment, shipyard, yacht broker and charter, service, refit shipyard, luxury products and services, tenders, naval architecture and yacht design, toys, media, and technological provider.

The Monaco Yacht Show is a key annual event for private clients and the wider yachting community, and the list has been publicised to enable visitors to plan their schedule by arranging meetings and boat tours.

Gaëlle Tallarida, Managing Director of the Monaco Yacht Show since 2010 and part of the organising body since 1999, said: “The Monaco Yacht Show remains the ultimate setting to move a project forward or make it a reality, within an exclusive, structured and innovation-driven environment.

“With the exhibitor list, future owners and investors can identify the key players they’ll want to meet, whether they’re exploring custom builds, refits, acquisitions or charters.”

As of the start of July, the online exhibitor list already topped 400 companies, with organisers expecting the show to eventually feature between 500-600 companies.

“Port Hercule will once again become the global epicentre of superyachting, with the Monaco Yacht Show offering an unrivalled showcase to refine a project or fast-track a decision to purchase, charter or build a yacht,” organisers stated.

“For visitors – whether seasoned owners, prospective buyers, repeat clients, industry professionals or curious newcomers – the exhibitor list offers a first glimpse of the must-see brands, innovations and experts to meet on site.”

Recent editions of the event indicate that this year’s Monaco Yacht Show will feature about 120 superyachts – with organisers expecting nearly half to be 2025 premieres – and 60 luxury tenders.

This year, the four-day show will again reinforce its commitment to environmental responsibility. Initiatives include highlighting exhibitors certified by Blue Wake, a new programme developed with the Water Revolution Foundation that spotlights the most impactful eco-responsible solutions in the yachting industry.

In Port Hercule, the show’s thematic zones are designed to provide an immersive dive into the superyacht lifestyle and include the Yacht Design & Innovation Hub, designed to showcase bold, forward-thinking concepts from leading international designers.

The Adventure Area will feature more than 40 luxury vehicles alongside an exclusive selection of water toys and exploration gear to inspire future owners with a taste for adventure.

The Upper Deck Lounge – located at the entrance to the Parvis Piscine tent dedicated to luxury goods and services – provides a window into the refined lifestyle that surrounds the superyachting experience.

Across other exhibition pavilions, visitors can discover the latest advancements in onboard technology, cutting-edge equipment and bespoke services, presented by the industry’s leading experts.

The Monaco Yacht Show was first held in 1991 and is held in Port Hercule each September. Organised under the High Patronage of His Serene Highness Prince Albert II of Monaco, the show is renowned for the exceptional quality and impressive size of its superyachts.

The event attracts private visitors interested in purchasing or chartering superyachts, as well as market experts. The show is also committed to promoting innovative and sustainable solutions for yachting.

monacoyachtshow.com
monacoyachtshow.com/en/exhibitor-list

Monaco Yacht Show’s first Blue Wake Exhibitors Announced

Show organisers have announced the first exhibitors to be recognised by the new Blue Wake programme, developed with the Water Revolution Foundation.

Organisers of the Monaco Yacht Show have revealed the first 17 exhibitors at this year’s event (September 24-27) to be accredited as part of the event’s new Blue Wake programme. Blue Wake is a Monaco Yacht Show programme, developed with the support of the Water Revolution Foundation and sponsored by Siemens Energy.

As of July 8, the Blue Wake exhibitors were AkzoNobel, Ampros, Asea Power Systems, Boero YachtCoatings, Cantieri Rossini, Comilegno, Deasyl, Headhunter, Propulsion House, Rolls-Royce Power Systems, Sanlorenzo, Silverlining Furniture, SKF, Sunreef Yachts, Tai Ping, Termodinamica and Xeamos.

Based on an evaluation framework developed by the Water Revolution Foundation, Blue Wake is designed to spotlight proven, high-performance solutions that actively contribute to the industry’s environmental transition, across both products and process.

Gaëlle Tallarida, Managing Director of the Monaco Yacht Show, said: “With the launch of Blue Wake, our aim is to bring visibility and clarity to the commitment of companies actively contributing to a more sustainable yachting industry.

“The programme helps yacht owners and project developers quickly identify exhibitors capable of meeting their expectations in terms of eco-responsible production and equipment. The enthusiastic response from exhibitors highlights a real need: to shine a light on solutions that are not only visionary but already in place and ready to support the industry’s transformation.”

To be listed as a Blue Wake exhibitor, a company’s products or services must meet strict criteria including emissions reduction, material circularity, eco-design, and/or the protection of marine ecosystems. Additional applications are currently under review, reflecting growing interest and engagement with the programme.

Robert van Tol, Executive Director of Water Revolution Foundation, said: “Our role in the Blue Wake programme is to ensure the vetting process is credible and rigorous. By publishing the first vetted solutions from exhibitors, we’re guaranteeing these solutions meet high standards of environmental performance, specifically for yachting, and can properly proof these credentials. This work supports the industry’s shift towards more sustainable practices but also proper validation of claims.

“There are innovations in every corner of the yachting sector, enhancing both product and process, and they deserve the spotlight. To accelerate on the trajectory of net-zero in 2050, yachting needs to adopt what is already available while continuing to collaborate on further innovations needed, both for new build projects and the existing fleet.”

July 31 is the deadline for Monaco Yacht Show exhibitors to apply to join the Blue Wake programme. Full details – including eligibility criteria, submission guidelines and required documentation – are available on the Blue Wake page of the MYS website.

monacoyachtshow.com
monacoyachtshow.com/en/blue-wake

Swan 128 on course for Monaco Premiere

The new flagship of the Sanlorenzo-owned shipyard, the all-carbon 128 heads a refreshed Swan Maxi family.

Nautor Swan has announced that the first Swan 128 is on course for the model’s global debut at this year’s Monaco Yacht Show from September 24-27. At 39m (128ft) in length with a beam of 8.65m (28ft 5in), the yacht marks a significant milestone for the Finnish shipyard’s Swan Maxi range.

The Finnish shipyard, acquired by Sanlorenzo in 2024, shared recent production updates on the first unit, showing photos of the hull being painted and exiting a shed at the Boatbuilding Technology Centre in Pietarsaari on Finland’s west coast.

“The launch of this highly anticipated sailing yacht will showcase the best of Swan’s cutting-edge design, performance capabilities and customisation potential, wrapped in a commanding 39m form,” stated Nautor Swan, which is represented in Asia-Pacific by Simpson Marine, also acquired by Sanlorenzo last year.

The Swan 128 features naval architecture by veteran Germàn Frers, exterior styling by Lucio Micheletti and interiors by Misa Poggi. Designed for long-range cruising and performance sailing, the superyacht features a multifunctional deck layout, expansive living spaces and the attention to detail Nautor Swan is renowned for.

The three-part deck includes a convivial social cockpit, a purpose-designed helm station, and a spectacular aft beach club that opens directly onto the sea. The transom folds down to reveal a garage capable of housing a 4.5m tender.

The semi-raised saloon includes a flexible lounge and dining for 10, as well as triple-tier natural lighting. The forward master suite occupies the entire foreship and can be personalised, while guest cabins can be configured for single beds, doubles or Pullman berths. Aft, the crew quarters and technical areas have been arranged for optimal service without disrupting the guest experience.

In terms of performance, twin rudders and a powerful sail plan help deliver fingertip control and comfort, even at speed. Due to her advanced hull design, the yacht heels to an optimal angle of just 20 degrees, so offering thrilling sailing experiences with onboard comfort.

While the first hull is nearing completion, construction has already begun on the second Swan 128, “a testament to the strong demand for large sailing yachts that blend performance pedigree with superyacht-level comfort”, according to Nautor Swan.

The Swan Maxi range also includes the Swan 108 that premiered at the 2023 Monaco Yacht Show and the Swan 88, which won the ‘Sailing Yacht Above 20m’ category at this year’s Yacht Style Awards in Singapore in April, having debuted at the 2024 Cannes Yachting Festival.

nautorswan.com
simpsonmarine.com

This article was first seen on YachtStyle.com.

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