“Our clients make their decisions at the helm, not on the dock. And that’s exactly where we’ll meet them,” says Wajer Yachts CEO, Dries Wajer, as he explains why, this year, his company isn’t ‘doing’ Cannes Yachting Festival.
The company believes it is taking a step forward by not being involved. It says it has been a partner and shuttle sponsor for ‘years’, but now it’ll be just around the corner, hosting its own, invitation-only sea trial event.
“Boat shows are great if you want to see all the yachts lined up side-by-side. But not so much for getting a real feel for a boat.
“We’re committed to delivering the best boating experience, from sailing performance to comfort, so we figured we’re going to offer potential buyers the ultimate testing ground; the open water,” Wajer continues.
The sea trials take place in real conditions: “something a crowded show can never replicate.”
Wajer says the company’s not stepping away from boat shows, it’s stepping up. “We’re investing more in logistics, hospitality and fleet presence than ever before. Our clients value privacy, a relaxed setting and personal attention, which is what we’ll give them. We will still have a big presence at the Monaco Yacht Show later in September, where we’re officially launching the new Wajer 55.”
Strategic shift for brand positioning
Sander van Dijk explains that this “is a step forward, not backwards.” As the global marketing manager for the company, he says the strategic shift reflects Wajer’s commitment to providing unparalleled customer experiences and aligns with its boutique brand positioning.
“Our clients value privacy and personalised attention – qualities hard to deliver at busy trade shows.
“We’ve graduated, not retreated. We’re elevating the Wajer experience by creating our own exclusive event focused on what matters most – experiencing our yachts on the water.”
Exiting Cannes is not about the cost
van Dijk is adamant that the move isn’t about costs. “Quite the opposite. This shift requires significant investment in logistics, hospitality and our fleet presence. We’re investing more, not less, in our client experiences. In fact, we’re committing to six major events in September alone (Sail Amsterdam, Hiswa te Water, our Cannes Rendez-Vous, the SOC Weekend at Costa Smeralda, the Newport, RI International Boat Show and the Monaco Yacht Show).”
Brands that rely on dealers, agents and distributors often need the trade shows to stay in touch, van Dijk posits. But Wajer’s hub – and direct sales strategy – means it’s talking to our clients daily.
“This may align with our Dutch heritage of doing things differently, but small, personal and exclusive has always been our way.”
A LinkedIn statement from the company says: ‘Instead of tying our yachts to a dock among dozens of other boat builders, we’ll be just around the corner, hosting our own, invitation-only sea trial event. After years as an official partner and shuttle sponsor in Cannes, we’re now choosing a more personalised approach instead of the masses.’
In May 2025, the boatbuilder unveiled the Wajer 55, which it billed as designed for owners who enjoy taking the helm themselves and weekend trips with family. It allows owners to cross the Mediterranean with short-term accommodation.
“We didn’t just update the Wajer 55; we took our time to design a completely new boat – approximately 90 per cent of it is new,” Dries Wajer says. “We went all out to make the boat as beautiful as possible, hiding even the slightest distractions like small hinges, enhancing the interior with fine materials, and adding many refinements and increased detailing.”
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