SETAG is founded on the belief that the pre-owned market should offer the same confidence and quality as buying new, SETAG has steadily built a reputation for delivering what many in the industry still struggle to achieve: new boat quality, at a pre-owned price point. It’s a bold claim – but one increasingly backed by both portfolio and process.
From our beginnings in Plymouth to growing Mediterranean presence in Denia, SETAG has now completed over 100+ projects, ranging from targeted upgrades to full-scale transformations.
At the centre of it all is a simple idea: design-led refit, executed with the DNA of a new-build expertise.
Our approach reflects a growing shift within the industry. Owners are looking to unlock the full potential of existing platforms, investing in comprehensive rebuilds that deliver the feel and finish of a much newer yacht at a fraction of the cost and normally, with a very minimal availability lead-time. We have seen that our clients are shifting towards the refit concept, instead of buying new – as they seek better value for money.
The Third Way
Currently, if you are looking to buy a luxury yacht, you have two options:
A) You can buy new
This obviously comes with a premium attached to it and often a long lead time.
B) You can buy pre-owned
This will generally be 1/3 of the cost of a new yacht – but the saving in price comes along with a whole host of compromises, be the worn interiors or out-of-date and obsolete technology.
What is the SETAG ‘Third Way’?
We offer a new option: a ‘Third Way’ for yacht purchasing. Through our unique, truly bespoke Design & Refit service, you can buy a pre-owned vessel, add value to it with a completely new interior and state-of-the-art technology – along with anything else you desire to change. To put it bluntly – the only restraints are budget and imagination.
In other words, you can have the best of both worlds.
A Changing Landscape
Owners are placing greater emphasis on customisation, seeking yachts that reflect their individual preferences rather than standard production layouts. At the same time, there is growing awareness of sustainability, with refits offering a way to extend the lifecycle of existing vessels while incorporating more efficient systems and materials.
Full-scale rebuilds, sit at the intersection of these trends. They allow owners to create highly personalised yachts while making use of an existing vessel – a combination that is both practical and forward-thinking. Through a combination of design-led thinking, technical capability and a clear understanding of how yachts are used today, we are helping to redefine what a refit can deliver.
Building Something Different
Our journey has been deliberately measured. Rather than rapid expansion, growth has been driven by demand. What has emerged is a company that is notably different in its positioning.
At our core is a team with deep new-build heritage, bringing what can only be described as “product DNA” into the refit space. That experience – form concept through to execution – underpins our ability to deliver consistently high standards across very different types of projects.
It also explains why the results can be difficult to replicate.
In Denia, as in the UK, SETAG is uniquely positioned to execute this type of work. Our team & facilities are equipped to handle both heavy structural modifications, like fitting electric Sleipner stabilisation fins for example, and detailed interior craftsmanship – allowing projects to be managed holistically from start to finish.
From smaller scale projects of a few thousand pounds to multi-million-pound refits, the common thread is the same: the SETAG’d yacht should look, feel and operate like new.
Not just visually, but in every sense – how it operates, how it smells, how it performs, and how it makes the owner feel on handover.
The final moment remains the benchmark. When a client steps on board and is genuinely surprised – not just by how the yacht looks, but by how completely it has been transformed.
Craftsmanship at the Core
Behind every project is a multidisciplinary team covering engineering, design, joinery and upholstery. Across all our projects, two constants remain: the importance of craftsmanship and the personalised design.
The in-house capability is critical, particularly as projects become complex and more personalised. Our model is built around a multidisciplinary expert team, bringing together every aspect of yacht design with expertise in project management, engineering, system integration, design, joinery and upholstery; to name a few. This integrated approach allows for a high level of control over both quality and consistency and ensures that every detail – no matter how small – is aligned with the overall vision.
In practical terms, it means that every aspect of the refit – from structural work to the smallest interior detail – is managed and executed to a unified SETAG standard. One that we have built a credible reputation for.
For owners considering their next move, the message is straightforward. A refit is no longer an upgrade – it is an opportunity to redefine a vessel entirely.
With the right approach, and the right partner, the results can be exception.
Considering a Design & Refit project?
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What happens next? The process is simple: work directly with our team to realise your own bespoke vision and create your personalised yacht, either in Plymouth, UK or Denia, Spain. Contact us today and a team member will be in touch.
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Our Team
SETAG is founded on a deep-rooted knowledge and understanding of every stage of the process of creating the best motor yachts in the world.
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At the Helm
The Setag founder, Chris Gates, reflects on a highly successful career in the yachting industry – and the inspiration behind Setag Yachts.
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