Having worked in both the yachting and automobile industries before coming to Asia, I’ve been solely dedicated to boating since moving to Thailand six years ago, which led to me co-founding Primus Marine last year. Already, we have operations across the Kingdom and a reputation built on expertise, service and passion. We’ve become synonymous with quality experiences on the water.
Our profile benefits from representing global brands such as Beneteau, renowned for both its power and sailing monohulls, while we also cover other sectors with Aquila and Excess, leading builders of power and sailing catamarans respectively.
But what exactly makes us more than just a showroom for sleek vessels? The answer lies in our holistic approach, offering not just boats but entire lifestyles centred around the sea.
CRAFTING NAUTICAL EXPERIENCES
At the heart of our success is dedication to matching clients with the right vessel for their needs, whether it’s a high-performance sailing yacht, a family-friendly catamaran, or a powerboat built for exploration. Rather than focusing solely on specific brands, our team curates a broad selection of internationally respected options, offering something for seasoned captains and first-time buyers alike.
Our customer-first philosophy is reflected in every stage of the process. From the initial consultation to delivery and beyond, we provide tailored advice and personalised support, ensuring buyers feel confident and excited – not overwhelmed – when stepping into yacht ownership.
PLAYGROUND FOR BOATERS
It’s no surprise that Thailand has emerged as a dream destination for yachting. With its turquoise bays, scattered islands and tropical coastlines, it’s one of the most scenic boating environments in the world.
What’s perhaps more notable is the steady growth in domestic interest – and the demand is incredibly diverse. We’ve helped place everything from compact sailboats to superyachts over 40m.
It shows that people across Thailand – from Bangkok to Phuket – are embracing the boating lifestyle. With our strategically located offices in major hubs, we ensure that support is never far away, no matter where a client is based.
RIDING THE WAVE OF GROWTH
Thailand’s marine sector is benefitting from more than just good weather and postcard-perfect waters. Ongoing investment in tourism and infrastructure is transforming the Kingdom into a regional hub for boating, making it an increasingly attractive home base for both local and international yacht owners.
And as the number of high-net-worth individuals grows in Southeast Asia, so does interest in premium leisure activities including yachting. We’re ideally positioned to meet that demand by offering a gateway to the region’s waters backed by international experience and local insight.
SERVICE THAT LASTS BEYOND THE SALE
Perhaps what really sets us apart is our commitment to what happens after the sale. Maintaining a yacht is no small task, but with Thailand’s expanding marina network and advanced service facilities, the challenge can become a pleasure – with the right partner.
Our company has heavily invested in service infrastructure at key locations such as Ocean Marina Jomtien near Pattaya and Phuket Boat Lagoon, ensuring comprehensive care wherever owners dock. Whether it’s routine maintenance or a complex refit, our experienced team ensures each vessel remains in peak condition.
SAILING SCHOOL AND SEAMANSHIP
We also play a key role in growing the country’s sailing culture. Our sailing school is among the most respected in Thailand, offering internationally recognised instruction for beginners and advanced sailors alike. It’s a natural extension of our mission to make life on the water accessible, enjoyable and safe for all.
Whether you’re learning to hoist your first sail or refining your offshore skills, our certified instructors provide a hands-on, confidence-building experience, set against the backdrop of some of the world’s most beautiful cruising grounds.
A PARTNER IN EVERY JOURNEY
As I’ve outlined, our company isn’t just about selling boats. We want to open the door to adventure, leisure and freedom on the sea. With a solid foundation of knowledge, a passion for customer care, and a finger on the pulse of Thailand’s marine evolution, we do it well.
So, whether you’re dipping your toes into the boating lifestyle or planning your next big upgrade, Primus Marine will ensure the journey is every bit as rewarding as the destination
For more information visit primus-marine.com
Following multiple roles within the yachting and car industries, representing many of the world’s leading brands in both, Prime has spent his last six years in Thailand working in marine company management, developing yacht sales, aftersales, charter and tuition in Southeast Asia. In 2024, Prime co-founded Primus Marine, which represents Beneteau, Aquila and Excess for sales and aftersales.
For more information visit howard.prime@primus-marine.com
This article was first seen on YACHT STYLE.
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