Swan relaunches with Sanlorenzo: Swan 73, investment and the US market

Exactly one year after Nautor Swan joined the Sanlorenzo Group, the Finnish shipyard chose the Cannes Yachting Festival’s “Swan Dialogues” to unveil its vision for the future. Giovanni Pomati, CEO since 2018, presented an ambitious strategy combining tradition and innovation, supported by major investments and two significant debuts.

Swan 51 and Swan 73: what’s new in Cannes

First up is the Swan 51, marking the return of one of the most iconic models in the brand’s history. This is not just a reissue, but a contemporary reinterpretation that draws inspiration from the legendary Swan 51 of 1981, born from the first collaboration with German Frers. The new version incorporates the yard’s experience gained from building more than seventy yachts between 48 and 55 feet over the past six years, translating it into innovative technical solutions such as the optimized positioning of the mast, now moved further aft toward the center of the boat to ensure superior balance and a steering feel reminiscent of a dinghy.

The second star is the Swan 73, which marks the brand’s return to the 70-foot segment after more than two decades of absence. This design, too, bears the signature of German Frers and promises to combine a high-performance platform with understated luxury, characterized by a refined layout that creates what the yard calls “a quiet elegance under sail.”

The acquisition that changes everything

Massimo Perotti, president and CEO of Sanlorenzo, described this moment as“Swan’s most exciting era,” emphasizing the group’s commitment to preserving the brand’s legacy by elevating it for new generations. The acquisition, finalized in August 2024 for 80.9 million euros, represented a strategic turning point for both entities: on the one hand, Sanlorenzo enriched its portfolio with an icon of world sailing; on the other hand, Swan found a solid industrial partner to support its growth plans.

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Giovanni Pomati, during a recent interview, explained how joining Sanlorenzo represents the beginning of a second episode in Nautor Swan’s recent history. The first chapter, which began in 2018, had brought sales from 50-60 million euros then to over 100 million last year, focusing on relaunching after-sales services and the Maxi range.

Investment and global expansion

The investments announced for the period 2024-2027 amount to 35 million euros and touch several strategic areas. The site is developing new production sites in Brescia and Viareggio, as well as a new headquarters in Milan that will house the newly established product development department. Geographic expansion also includes the opening of new regional offices in Monaco, Cannes, the United States and Palma de Mallorca to strengthen the brand’s international presence.

The global growth strategy relies on the Sanlorenzo Group’s well-established international network, which will allow it to open new stores in strategic nautical hubs such as Newport through partnership with Edmiston, Fort Lauderdale via Sanlorenzo of the Americas, the Mediterranean through Sanlorenzo Med, and the Asia-Pacific region in partnership with Simpson Marine.

Targeting the U.S.

Special attention is being paid to the U.S. market, where Nautor Swan has identified a potential site for new operations in Pensacola, the same city that hosts American Magic. A dedicated calendar of ClubSwan 28 regattas in Newport and Pensacola is already confirmed for 2026, designed to strengthen engagement with the vibrant North American sailing scene.

America represents a strategic market for the brand’s future growth, not only because of its size but also because of its sailing tradition and the presence of a sophisticated clientele capable of appreciating the technical and stylistic excellence of Swan products.

Swan targets the superyacht market

The evolution of the product portfolio is perhaps the most interesting aspect of the new phase. With the acquisition by Sanlorenzo, Nautor Swan is developing six product lines between sail and motor, opening up completely new market segments. The most concrete demonstration of this change of pace comes from the words of Perotti himself, who announced that he would personally be the owner of the first Swan Alloy 44 in the new range of aluminum-built superyachts, scheduled for delivery in summer 2028.

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The second chapter in Nautor Swan’s recent history, which has just begun under the aegis of Sanlorenzo, promises to further differentiate the performance and cruiser lines, while also developing the world of aluminum sailing yachts for the megayacht segment. A strategy that confirms the desire to maintain the technical and stylistic leadership that has always distinguished the Finnish brand.

James Barbaro