Aston Martin’s riding a high: from showing off its next-generation car, the DB11, which puts the company back into a competitive position for grand tourers, to releasing the new AM37 powerboat with Quintessence Yachts during Salone del Mobile, the Milanese design week.
Salone del Mobile will see over 400,000 guests across Milano, and the AM37 will be showcased at the Larusmiani Concept Boutique on via Monte Napoleone from April 12 to 18. On April 13, Quintessence Yachts will hold the worldwide preview of the powerboat.
‘The AM37 is the result of years of research and development, challenging the status quo of the nautical world. Fusing the maritime and automotive worlds with the universal characteristics of style and elegance, the core of the AM37 offers the perfect balance of design and engineering, performance and comfort, luxury and functionality,’ said Aston Martin Lagonda in a release.
The powerboat essentially takes Aston Martin’s design hallmarks and translates them into a cutting-edge nautical form, and is part of the company’s licensing programme, the Art of Living portfolio.
The company had realized it had built up extensive brand equity, and has a list of licensees or strategic partners.
Marek Reichman, Aston Martin’s chief creative officer, said, ‘It is true that a beautiful, simple shape is critical to a product’s success but it must also have drama, which is provided by surface language, proportions, and through the choice of exciting materials. The most important attribute for Aston Martin is the language of design and we have transferred this language into AM37. The new powerboat represents the ideal combination of luxurious and technical materials, generating a powerful yet understated finished product.’
Quintessence Yachts’ CEO, Mariella Mengozzi, said, ‘At Quintessence Yachts we translate design in functionality and technology to enhance the customer experience. We’re proud to present elements of the AM37 at Milan Design Week, a boat that represents an entirely new concept for the yachting world.’