Princess Yachts, the UK’s largest luxury yacht manufacturer, has introduced a new brand positioning summed up in the new brand tagline ‘Distinction in Detail’.

Princess says this positioning is intended to reflect the company’s focus on craftsmanship and attention to detail. Approximately 80 percent of the components for each Princess yacht are manufactured in-house at the firm’s Plymouth facilities, enabling control over production quality.

Princess was founded in 1965 in Plymouth, on England’s south coast, and the company continues its operations from this location. Princess Yachts employs around 3,000 people across several shipyards. As Princess Yachts approaches its 60th anniversary, the firm says its new ‘Distinction in Detail’ positioning expresses its ongoing commitment to maintaining high standards.