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Will Harrison, CEO of Maddox, is redefining the superyacht brokerage industry by focusing on personalised service and long-term client relationships.
Unlike traditional brokerage firms, Maddox Yachts operates as a boutique agency, prioritising quality over volume. Harrison’s background in private asset management helped shape his approach, which centers on the physical assets of ultra-high-net-worth individuals rather than financial investments.
A key aspect of Maddox Yachts’ strategy is its appeal to younger yacht buyers. Recognising a shift in how the next generation views luxury, Harrison notes that younger owners prefer discretion, flexibility, and authenticity over traditional opulence. This shift is evident in their desire for more control over their yachting experiences, with some preferring fewer crew members and a more self-sufficient lifestyle. To engage this demographic, Maddox Yachts has partnered with BOAT International’s Gen B initiative and sponsors exclusive events like the World Superyacht Awards.