Setag: luxury yachts redefined, refitted and remastered

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. Our team have worked for the biggest boat companies globally, producing iconic designs for brands including Princess, Sunseeker and Fairline. Despite the rivalry between the brands they formerly worked for, each is motivated by a common passion for perfection in boat design and making. In essence, these are people who care about their craft, fiercely proud of their reputation and credibility.

Chris portrait

Chris Gates

The former CEO of Princess Yachts, Chris spent 31 years growing one of the leading brands in the luxury yacht sector, he now embarks on his own journey launching SETAG.

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Finance Director

Anita Gruitt

Anita leads the Finance department, working closely with Chris and other Senior Executives, overseeing corporate reporting, budgeting processes, financial systems and cash management policies.

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Head of Production

Kyle Spellman

Kyle is the former Production and Interface Manager at Princess Yachts having started his marine career as an Apprentice – he will bring with him a wealth of knowledge and will facilitate our production line to optimum efficiency.

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Design Director

Sarah Luck

Sarah is the former Lead Creative Designer at Princess Yachts and Founder / Director of sustainable interior design firm Mippin & Reet.

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Alexis Profile
Associate Director of Creative Design

Alexis Rollings-Walsh

Alexis was the first-ever female interior designer at Sunseeker International, one of the UK’s most prestigious luxury yacht manufacturers.

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Associate Director of Creative Design

Adam Greenwood

Adam has a long and distinguished career in yacht design, working both as Design and Technical Director at Fairline and Managing/Design Director at English Harbour Yachts.

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Junior Interior Designer

Elizabeth Richardson

Beth graduated with a degree in Interior Architecture – along with a prestigious National 1st prize award for Best Architectural Sketches propelling her into the world of Design. Joining the Setag team during our launch – as a talented illustrator, Beth has since become an integral part of our Design team.

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Phil Heys profile
Engineering Director

Phil Heys

Phil spent 32 years at Princess Yachts, joining as build engineer and finally leaving in 2019 as Technical Director, overseeing the manufacturing (including moulding), testing and despatch of the larger yachts built at Southyard.

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Engineering Coordinator

Shaun Gates

Shaun’s love for the marine industry started when he was very young and has led to a 10 year career in the industry so far. He is an integral part of our project management team, working alongside our team of Craftsmen to make our clients dream a reality.

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Marine Engineer

Luke Reed

Starting his career with an Apprenticeship over 20 years ago, Luke is an asset to any team – a hands-on, knowledgeable marine engineer, offering a background in mechanical and electrical engineering.

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Laura Prynn profile
Supply Chain Director

Laura Prynn

Laura is a Supply Chain professional with over 20 years’ experience in Luxury Yacht manufacturing, leading teams in the delivery of exceptional customer service and operational performance.

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Marketing Executive

Ellie Gates

A communications and marketing professional specialising in creative content, Ellie has worked across various luxury brands. Working closely with Setag Designers, Craftsmen & the Customers to capture every moment of the Refit. Playing an integral part of the journey in bringing Setag to life and building a loyal fanbase.

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Chris Stoffell

Chris has been a Carpenter within the Princess world for over 19 years, since leaving school. He started his career in the marine industry as an Apprentice at Princess welcomed personally by Chris Gates, and most recently as Section Lead on his own boat line – now once again joining Chris at Setag.

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Matthew Judge

Proudly following in his father’s footsteps, Matt joined the marine industry 12 years ago as a Carpenter at Princess Yachts – expert skills and extraordinary attention to detail, passed from generation to generation.

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Shaun Evans

Honing his craft since 16 years-old as an apprentice, Shaun began his career specialising in bespoke furniture. Joining the marine industry 10 years ago – Shaun brings to Setag an eye for problem solving, diligent attention to detail and an impeccable hand-finish.

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Romi Vildrac

Originally from France, Romi moved to the UK and joined Princess Yachts as a Carpenter over 20 years ago, specialising in crafting beautiful bespoke furniture pieces. Romi brings to SETAG an unmatched attention to detail, with ingrained quality and care.

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With SETAG, you can make a huge difference when you buy something secondhand, maybe a bit tired and then you put all of this beauty in it and you create what effectively is a brand new boat. Completely to your own liking, your own standard...creating the perfect boat for us.
Delighted SETAG customer - Squadron 42 owner
Brilliant boat look and feel at pre-owned prices - by the industry experts. Recycling at its best!
Briony Newington - Founding Partner, Fairline Yachts.
The great thing is, none of this is off the shelf - I love this boat and now she’s got her frock on...this is the best money I've spent.
Delighted SETAG customer - Princess 61 owner
If you want to redefine, refit and remaster your boat who better to do it than the people who designed it in the first place? "What a fantastic idea!"
Miles Morehouse – Marketing Director, Fairline
We cannot recommend the SETAG team highly enough. If you love your current boat, then for a fraction of the cost to change it, have it SETAG’d. The SY branding certainly helped us obtain a premium price. We got what we paid for her in 2017 plus what we spent with you!
Delighted SETAG customer - Targa 50GT owner
I have worked with Chris for over 30 years and I’m pleased to see him develop his own brand - along with likeminded people with industry-leading expertise. The future is bright for Setag Yachts and pre-owned yacht owners, who can now refurbish their vessels to today’s - or even tomorrow's standards.
David King - Founder, Princess Yachts.
That has been one of the key selling points for us – having that personalised service and having a boat that is unique to us – is standout in its own right. We are pretty blown away…very very pleased. I think it’s fabulous…it has transformed the boat.
Delighted SETAG customer - Targa 47 owner
The perfect way to open up a new market: the "true reflection of luxury". Setag gets it: simplicity and personalisation are key – with the depth of knowledge to deliver.
James Barke – Managing Director of
Setag are probably the only company who can carry out all the tasks as a ‘one stop shop’. Other yards were reluctant to price work and needed to subcontract many tasks meaning higher costs and longer lead times. If you are in any doubt speak to Chris and his team, they know boats like no one else.
Delighted SETAG customer - Princess 460 Owner
We have been waiting for this quality of service: a comprehensive, professional refit that we can rely on – because of the pedigree of its staff, with over 200 years' experience in our market.
Christopher Head – Group Sales Director for Sunseeker London Group
You have put Princess magic into our beloved Broom.
Delighted SETAG customer - Broom 370 owner
Never have I come across a more able collection of professionals in this market. We have complete trust in Setag, since its team has been in the business for as long as we can remember. We're very excited to welcome this specialist refit company into our portfolio.
Colin Capewell - Managing Director of Princess Motor Yacht Sales


Don't just take our word for it...