Our interview with Andrea Micheli, CCO of Southern Wind. Part 2

We resume Giuliano Luzzatto's enjoyable conversation with Andrea Micheli, CCO of Southern Wind, on sailing superyachts. The first part is available here for anyone who wants to watch it again or hasn't read it yet.

Four years ago, you introduced the Smart Custom concept. Given the number of yachts launched, it seems to have been a winning choice. How has it evolved?

“Smart Custom” represents 25 years of tailoring to clients' needs. We offer proven solutions to clients who want customization without starting from scratch. The name is just semantics, but it has helped clarify our offering and brand identity. This kind of platform concept already exists in automotive, naval, and motor yachting sectors, but it’s still rare in sailing. Customization makes sense when technical needs truly demand unique solutions. Otherwise, it increases costs, prolongs decisions, and raises environmental impact. Smart Custom optimizes resources, time, and sustainability.

Were all recently built yachts based on this approach?

We began applying Smart Custom with the SW105, offering more extensive customization from the outset. The SW96 followed this logic, and the SW108 refined it by allowing a high degree of personalization without altering core elements like hull lines, focusing instead on sail plan, appendages, and interior styling. The upcoming SW123 takes it further, with more space and flexibility. We introduce it with the first owner’s choices while clearly defining areas open to future owners. A second SW123 could soon follow.

A community of Smart Custom owners shares more common ground than fully custom clients, which strengthens brand loyalty. How are you nurturing this?

Our construction philosophy is based on creating a platform "to enjoy life at sea." We don’t just build yachts—we design experiences. Sailing is both rational and emotional. Our goal is to create events that are inclusive and exclusive. We welcome diverse owner profiles and propose, rather than impose, flexible formats. The SW Rendez-vous originated with our founder, Willy Persico, and has evolved into a more performance-oriented format, reflecting every sailor’s desire to race. Yet we’ve kept the fun side: during Covid, with regattas suspended, we launched a sea-based rendezvous with minimal logistics off Porto Raphael, in front of La Maddalena’s archipelago in Sardinia. This initiative sparked a growing community. At the Southern Wind Rendez-vous in Porto Cervo—part of the Giorgio Armani Superyacht Regatta organized by the YCCS—most boats will now join the race, while others participate in the non-competitive format. This "inclusive exclusivity" has expanded participation and built a critical mass.

How do you balance private events with boat shows? Do they impact sales?

Private events accelerate decision-making. They highlight the emotional return on investment. A happy owner becomes a brand ambassador, attracting like-minded friends. Our events have consistently driven sales, convincing shareholders to invest in them. These aren’t just opportunities for new builds, but also stimulate brokerage and charter activity, which often leads to future orders. The SW Rendez-vous is also key for customer care, allowing us to engage with captains and crews. Clients with boats under construction often attend and experience their design choices on similar yachts. What may seem like entertainment is a strategic business tool. Some owners even charter a Southern Wind to attend. In contrast, we’ve only ever signed one contract at a boat show—at the Monaco Yacht Show for SW100 hull no. 5. All other sales have followed longer, more complex processes. Boat shows help maintain market presence, but they can’t match the emotional engagement of private events.

Why Porto Cervo over other locations?

The late Prince Karim Aga Khan had the vision to develop Costa Smeralda. It’s ideal for sailing: reliable winds, stunning landscapes, and La Maddalena’s archipelago. The YCCS is unmatched in regatta organization and has a unique setting.

You also host off-season events—on snow or in London’s Royal Ocean Racing Club clubhouse.

Yes, it’s about continuing community engagement beyond sailing season. Skiing and sailing share inclusive qualities and appeal across generations. Our clients could organize anything themselves, but we offer unique, curated experiences—private ski races or exclusive talks with Skip Novak at the RORC. Many of our owners are passionate about remote and high-latitude cruising.

What are your future projects?

Four years ago, we committed to expanding into larger yachts and catamarans. That vision is now reality with the SW123. We had also designed a 90-foot catamaran concept, which wasn’t confirmed but taught us valuable lessons. It was as complex and costly as a 120–130-foot monohull. We’re ready to pursue similar projects, responding quickly to the growing interest in performance catamarans.

 

Giuliano Luzzatto

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