Berthon UK
(Lymington, Hampshire - UK)
Sue Grant
sue.grant@berthon.co.uk
0044 (0)1590 679 222
Berthon Scandinavia
(Henån, Sweden)
Magnus Kullberg
magnus.kullberg@berthonscandinavia.se
0046 304 694 000
Berthon Spain
(Palma de Mallorca, Spain)
Simon Turner
simon.turner@berthoninternational.com
0034 639 701 234
Berthon USA
(Rhode Island, USA)
Jennifer Stewart
jennifer.stewart@berthonusa.com
001 401 846 8404
April 20th, 2026
In a world inundated with content, opinion, and algorithm-driven noise, Berthon focus on the use of podcast, video, and photography for one clear purpose: to communicate honestly, directly, and in the Berthon voice.
In November 2025, we launched the Berthon International Podcast to create space for conversations rather than commentary. Yacht brokerage is rarely transactional; it is personal, emotional, and often long-term.
Podcasting enables us to speak openly about the market, yachts, ownership, and sale. There are no scripts nor heavy production, and we don’t chase trends. Clients and prospective clients can hear how the Berthon sales team think, how we approach the market, and what matters to us, in a format that is natural.
Importantly, the podcast is not monetised or designed to be entertainment. It is there to support understanding, trust, and connection. Alongside broker-led discussions, we feature designers, sailors, owners, and other industry voices, broadening the conversation and featuring subjects which fascinate us, and we hope, the listener. This medium provides nuance and context in a way that written content increasingly struggles to deliver, particularly with the constraints of SEO all around us.
Video has evolved similarly. Once seen as risky or overly performative, it is now one of the most effective ways to present yachts accurately and transparently. We do not chase views or clicks; our videos are designed to inform rather than impress. They show yachts as they are, we avoid scripts and overproduction, and allow the broker’s knowledge to lead the presentation.
We deliberately film yachts in multiple ways. Some walkthroughs put the broker behind the camera, providing uninterrupted focus on the vessel. Others feature the broker on camera, providing scale, proportion, and presence, and providing a virtual viewing from someone who knows her well. Together, these approaches give buyers a clearer understanding before stepping aboard, saving them time and potential disappointment.
Photography still remains fundamental. High-resolution imagery allows buyers to study a yacht in detail and trust what they see. Images document rather than disguise, presenting yachts honestly and consistently across platforms. Photography and video extend to on-water footage where possible, capturing yachts underway and showing how the yacht behaves, sounds, and feels – something static imagery cannot fully convey.
Podcasting and video also introduce brokers to both buyers and sellers before they meet. Many clients say they feel they’ve known a broker for years simply from hearing their voice or seeing them on a walkthrough video. Brokers are sometimes recognised at boat shows these days and are approached by clients who know them only through our podcasts or videos. This builds trust, removes barriers, and turns the first conversation into a continuation of the conversation rather than the introduction.
These tools cannot replace personal contact, but make that first meeting one where clients are informed, confident, and familiar with our approach. In a crowded digital space, we work hard to ensure that Berthon’s message remains clear, truthful, credible, and human.
The Berthon International website had a major refit in 2025. The site now places greater focus on high-value listings, reflecting the premium quality and expertise for which our brand is known. Our new look is mirrored across our print advertising, giving all our platforms the same Berthon DNA.
The Berthon Collection website complements BI.com, presenting a carefully curated selection of luxury yachts from our international offices, each featured with a dedicated Berthon walkthrough video and high-resolution imagery. This platform is continually updated.
Berthon represents Solaris Yachts in the UK, Sweden, Finland, and East Coast USA. In 2026, our territories expanded to include the Balearics, an initiative driven by Alan McIlroy and Richard Baldwin with support from our sales office in Palma de Mallorca. We have just launched a dedicated website for Solaris Yachts in the Balearics.
In February this year, we launched the Berthon Essential website as part of our ongoing marketing strategy. Dedicated to smaller boats, Berthon Essential provides a clear, efficient, and well-supported sales process for quality brokerage boats in this segment. Consistent oversight from an experienced Brand Manager, and high-quality promotion ensures every boat benefits from the professionalism, care, and expertise for which Berthon is known.
Digital media strengthens our message, and podcasting and video naturally introduce brokers to clients. Social media has evolved too. Where once a strong personality could drive engagement on Facebook, LinkedIn, or Twitter, today it requires an army and algorithmic navigation. Berthon has therefore shifted focus to our people – our yacht brokers and marketeers – and our combined passion for our yachts.
LinkedIn is a primary driver. While the company page continues, our team’s voices and expertise are what connect most effectively with our clients.
Next comes the nitty-gritty.
Data-driven insight is integral to Berthon’s marketing. Using our CRM, SuperBob, we track how clients find us and evaluate platform and social media performance. This insight guides marketing decisions and ensures that the presentation of our yachts is optimal. With their decades of experience and personal relationships with clients, this data works alongside our brokers’ encyclopaedic knowledge. Together, we are able to precisely match our yachts to potential buyers, without losing the Berthon personal touch.
In 2025, Berthon focused on upping its game across digital media, podcasts, video, photography, and web platforms. Client engagement has been enhanced, broker visibility strengthened, and honest, clear communication has been the prime driver. Social media, when used strategically, amplifies in-house expertise without chasing metrics. Website upgrades and new platforms like Berthon Essential ensure every yacht receives premium exposure.
By combining modern tools with the Berthon personal touch, the business is able to communicate clearly, and to build trust. A big 2025 for the Berthon Marketing team, but 2026 promises to be huge too, and we are looking forward to the challenge.
