Azimut vs Princess: The Honest Brand Comparison

The comparison of Azimut vs Princess comes up in almost every serious buying conversation I have in the mid-range and upper motoryacht segment. Both brands stand for European manufacturing, both serve a similar price bracket, and both have a loyal following. The question is not which brand is better – the question is which brand suits your usage profile better.

By Ernst Nassl, COO at Yachtwerk – Authorised Azimut Dealer

Azimut vs Princess: Origins and Yard Philosophy

Azimut Yachts was founded in Turin in 1969, and its production facility remains to this day in Avigliana, an industrial site south-west of Turin. The Azimut|Benetti Group is today the largest private yacht group in the world by turnover and units produced. This is reflected in the group’s capacity to invest in research, design and materials development.

Princess Yachts originated in Plymouth, Devon, and has been part of L Capital – now Catterton Partners, closely associated with LVMH – since 2008. The British yard is known for its craftsmanship and a more conservative design direction. Both brands have their strengths – the question in any Azimut vs Princess comparison is what those strengths mean for the individual buyer.

One key difference: Azimut has long worked with external design studios, including Pininfarina on selected series. Princess keeps its design more in-house. This is not a value judgement – it is a cultural choice, and one that manifests visibly in the finished product.

Design and Interior: Two Different Schools

Anyone who sees both brands moored side by side immediately notices the difference in profile. Azimut works with more assertive bow lines, pronounced horizontal window bands and a silhouette that suggests movement even at rest. Princess is elegant in the traditional sense: more symmetrical, more restrained, with a distinctly British understatement.

How does the interior philosophy differ?

Below decks, the philosophies diverge further. Azimut favours bright, open-plan concepts with flowing transitions between saloon and cockpit. Many models feature extensive glazing and a design principle that connects interior and exterior space. The material palette is contemporary: light timbers, textured fabrics, matt surfaces.

Princess opts for darker fine woods, more traditional upholstery programmes and an interior that is more firmly rooted in classic yacht aesthetics. For a certain type of buyer – experienced, tradition-minded, perhaps of British background – that is exactly right. In the Azimut vs Princess comparison, Mediterranean buyers and those with a contemporary taste in interiors tend overwhelmingly towards Azimut.

This is not an observation drawn from brochures, but from conversations with clients who know both brands. I have rarely seen someone who has seriously engaged with the interior concept of the Azimut Grande series subsequently give a Princess genuine consideration – and the same holds true in reverse.

Model Range and Series Compared

This point is central to the Azimut vs Princess comparison, because it explains why Azimut represents the broader choice for many buyers. Azimut thinks in clearly defined character series, each addressing a different usage profile. Princess thinks more in size segments within a consistent brand code.

Which Azimut series suits which cruising ground?

The Azimut Seadeck series is the most uncompromising example of an open concept with optional hybrid propulsion. It is aimed at buyers who prioritise exterior living space and appreciate electric cruising in the Mediterranean. For Croatia and the Dalmatian coast, it is a very well-matched package.

The Fly and Flybridge models – such as the Azimut Fly 68 or the Azimut Fly 82 – form the classic backbone of the brand: a generous flybridge deck, well-proportioned cabins and strong everyday practicality for families and guest groups. The Azimut Grande series addresses the upper segment with architecturally more ambitious layouts and enhanced crew areas.

The Magellano series represents an entirely different character: trawler styling, long-range capability, comfort over speed. And the S series is for buyers who place sporting design and dynamic performance at the forefront. Princess does not offer a comparable breadth.

In the Azimut vs Princess comparison, the rigour with which Azimut has developed distinct characters across its range is a genuine differentiator. A buyer who knows how they intend to use their yacht will find an Azimut series built precisely for that purpose – not one that merely approximates it.

Handling and Propulsion Concepts

Both brands work with comparable engine partners from the Volvo Penta and MAN spectrum. The difference lies in hull geometry and on-water behaviour. Azimut hulls tend to be more aggressively tuned, with higher top-end performance as a priority. Princess hulls are often more forgiving at cruising speeds and somewhat calmer in a seaway.

What does hybrid propulsion mean in practice on an Azimut?

The Seadeck series is the relevant example here. Azimut did not introduce hybrid propulsion as a marketing concept, but as a systems response to the growing restrictions in sensitive cruising areas such as the Mediterranean and Croatia. Electric manoeuvring in harbour, quiet running in nature reserves, reduced fuel consumption at displacement speeds – these are real-world advantages, not brochure promises.

Princess has announced hybrid concepts in more recent times, but has not yet brought them to the same stage of series production. This is a point that matters in a direct Azimut vs Princess comparison for buyers with a particular interest in technology.

Dealer Network, Service and After-Sales in the Motorboat Brand Comparison

A point that is frequently underestimated in any motorboat brand comparison: the yacht is the beginning of the relationship, not the end. For high-net-worth clients, the quality of the after-sales network is often more decisive than the standard specification list. Anyone who has a problem in high season and waits weeks for a technician loses confidence in the brand – regardless of how well the yacht is built.

Yachtwerk is the authorised Azimut dealer for the entire DACH region and Croatia. This means a direct manufacturer relationship, genuine parts, factory-trained service technicians and clearly defined response times. Our showroom in Grünwald near Munich enables buyers from Germany, Austria and Switzerland to experience Azimut models in person before committing.

Princess has its own dealer network in the DACH region, which is solidly established. In a direct Azimut vs Princess comparison, the difference lies less in presence than in depth: Yachtwerk operates Marina D-Marin Mandalina in Šibenik as its own berthing hub in Croatia. This gives our clients direct access to one of the finest marina complexes on the Adriatic, including full superyacht infrastructure.

How does delivery and handover work with Azimut?

After purchase, Yachtwerk manages the delivery from the yard in Avigliana or from one of our storage locations. For clients who base their yacht in Croatia, we coordinate the entire process through to key handover at the marina. The commissioning and familiarisation is carried out by our own technicians, not third-party contractors.

The services offered by Yachtwerk also include financing assistance, insurance coordination and refit planning. Particularly for Azimut models in the upper segment, a structured refit plan after several seasons of use makes sound economic sense – we manage this in-house rather than passing it on to external yards.

Resale Value and Market Position

Resale value is a nuanced topic in any direct Azimut vs Princess comparison. Both brands hold their value in the European pre-owned market above average when compared with competitors from Asia or the Americas. The difference lies in the detail of model lifecycle management and demand curves.

Azimut models from popular series – particularly the Fly and Grande lines – enjoy a stable buyer base on the pre-owned market. Brand recognition in southern Europe, the most important pre-owned market for units in this class, is higher for Azimut than for Princess. This is a geographical factor: in Italy, Croatia, Greece and Spain, Azimut has a significantly stronger presence.

Princess has its strongest pre-owned demand in the United Kingdom and northern Europe. Since Brexit, this has shifted somewhat, and British-flagged yachts are subject to additional customs formalities when imported into the EU. This is not a dramatic disadvantage, but it is an administrative consideration that buyers in the DACH region should factor in.

Which Brand Suits Which Buyer? Buy a Princess Yacht or Choose Azimut?

The question – buy a Princess yacht or choose Azimut – cannot be answered categorically, but it can be narrowed down considerably if you answer three questions honestly: How will I use the yacht? Where will she be based? And what do I want to feel the moment I step aboard each morning?

Buyers who plan to use their yacht primarily in the Mediterranean, the Adriatic or along the Dalmatian coast, and who appreciate contemporary design, will generally be better served by Azimut. Those who value traditional British interior aesthetics, cruise predominantly in northern European waters and prefer a more conservative exterior profile will find a coherent package at Princess.

In the long-range category, the Azimut Magellano series has virtually no direct equivalent within the Princess portfolio. Anyone seeking a trawler-style yacht with genuine seakeeping ability tends to end up on the Azimut side of this Azimut vs Princess comparison. Conversely, Princess has highly convincing models in the classic flybridge segment that are genuinely on a par in terms of quality and build finish.

How does the purchase and delivery process work for an Azimut yacht?

The buying process at Yachtwerk begins with a consultation in which we establish usage profile, cruising ground, preferred number of cabins and technical preferences. From there, we prepare a specific model recommendation from the current Azimut range, often accompanied by an invitation to a sea trial or a factory visit in Avigliana.

We organise the full delivery: from the yard, via any intermediate stops, to the home port. Clients who base their vessel at Marina D-Marin Mandalina benefit from our local network and the D-Resort Šibenik as a complementary service ecosystem. Anyone considering charter in Croatia as part of their cost calculation is welcome to discuss the options available through Splendid Yachting.

The direct Azimut vs Princess comparison ultimately concludes for many buyers not with a rational decision, but with a feeling. Anyone who has spent time aboard both brands knows within a short while which world they belong to. My advice: do not deny yourself that experience – and do not make the decision until after a proper sea trial.

Frequently Asked Questions

How does the price of an Azimut yacht compare to a Princess?

Both brands occupy comparable price segments, from compact entry-level models through to large flagship units at the top of the market. Comparable lengths and specifications tend to sit closer in price than many buyers expect. Current pricing and individual configuration options for Azimut are available directly via an enquiry to Yachtwerk – list prices found online carry no meaningful weight without configuration details and dealer terms.

Which Azimut series is the best starting point for first-time buyers?

For first-time buyers in the mid-range segment, I most often recommend a model from the Fly series: strong everyday practicality, manageable crew requirements and good resale appeal. The Seadeck series is compelling for those who prioritise hybrid technology and an outdoor-focused layout. Anyone approaching the decision from an Azimut vs Princess comparison should make a point of experiencing both concepts aboard before deciding.

Can I finance an Azimut through Yachtwerk?

Yes. Yachtwerk supports structured financing for Azimut models across the entire DACH region. This includes conventional marine loans, sale-and-leaseback structures and charter financing arrangements in which the vessel generates income during the season. The details are discussed on an individual basis – the terms depend significantly on the model, intended use and chosen structure.

Is Croatia a sensible home base for an Azimut?

Croatia is the primary cruising ground for many of our clients, and the Dalmatian coast is an excellent match for Azimut models: numerous sheltered anchorages, short passages and well-developed marina infrastructure. With D-Marin Mandalina in Šibenik, we have a high-quality berthing hub directly on the ground. Croatia is not the most affordable cruising ground – but it is the most varied in Europe.

What sets Yachtwerk apart from other Azimut dealers?

Yachtwerk is the only authorised Azimut and Maiora dealer for the DACH region and Croatia with this combined coverage. We have our own showroom in Grünwald near Munich, direct berthing access in Croatia and an in-house service team handling delivery, refit and after-sales. This is not a dealer structure that sells yachts and then passes clients on – we support the entire lifecycle of the vessel. An overview of our team and our approach can be found on the About Us page at Yachtwerk.