A new wave of young American billionaires is diving into the world of luxury yachts — and they’re doing it with European flair. At the Fort Lauderdale International Boat Show, the world’s largest yachting event, European yachtmakers drew big crowds of eager young buyers from the tech world looking for their next statement of success.
JOSH RITCHIE FOR THE TIMES
Along “Millionaire’s Row” in Fort Lauderdale, the hum of Lamborghinis and Rolls-Royces fills the air, while sleek new yachts sparkle under the Florida sun. Luxury brands like Sanlorenzo, the Italian yachtmaker, are capitalizing on America’s growing appetite for opulence.
Massimo Perotti, Sanlorenzo’s chairman and CEO, said many of his new clients are young entrepreneurs who built fortunes in technology. “More and more are younger and coming from high tech, which is producing a lot of wealth,” he said.
In the first half of 2025, Sanlorenzo’s yacht sales in the Americas surged nearly 39% year-on-year, now making up over one-fifth of its global revenue. The company also unveiled its newest model, SHE — short for Sanlorenzo Heritage — an 84-foot yacht blending retro 1960s charm with modern sustainability, offering hybrid-diesel and electric cruising options.
But Perotti insists his brand appeals to a quieter type of luxury. “Our customers are not the Wolf of New York,” he said. “They’re connoisseurs who appreciate art, culture, and understatement.”
While some younger buyers crave attention — filling their yachts with friends, influencers, and helicopters — Sanlorenzo is focused on those who prefer craftsmanship and timeless design. The company plans to begin yacht production in Florida next year, blending Italian skill with American innovation.
Perotti sees the U.S. as the world’s biggest growth market for yachts, and he’s doubling down with expansions in London, Rhode Island, and Florida. “It’s not just about money,” he reflected. “It’s about dreams, patience, and doing something good. If young people return to sailing, it shows care for the future of the world.”
