Redefining luxury at sea: What the boat industry can learn from Rolls-Royce

Torsten Müller-Ötvös is the former CEO of Rolls-Royce Motor Cars and now serves as a Strategic Advisor to Oyster Yachts. With an impressive reputation for leadership and brand building in the luxury sector, he guided Rolls-Royce through 13 years of remarkable growth and innovation, culminating in his retirement in 2023. A perfectionist with an ethos for driving excellence, his deep understanding of the luxury market and commitment to exceptional customer experiences align perfectly with the Oyster Yachts brand and future plan. He talks to IBI about his learnings from the auto sector and how they translate to marine.

What lessons can the boat industry learn from your experience of taking the luxury experience to another level at Rolls Royce?

The boating industry’s biggest opportunity is understanding that luxury isn’t about the product itself - it’s about transforming every interaction into something deeply personal and emotional. At Rolls-Royce, we learned that our customers weren’t buying cars; they were investing in their own stories and legacies. The same applies to yachts. You must be obsessed with every detail, yes, but more importantly, you need to create a seamless journey where owners feel they’re part of an exclusive family, not just customers making a purchase. True luxury means delivering bespoke experiences that feel effortless, supported by a global network that’s always there when needed. The moment you treat luxury as transactional rather than transformational, you’ve lost what makes it truly special.

Can you define your strategic role at Oyster?

My strategic role at Oyster is to be actively involved in shaping the brand’s long-term vision while ensuring it remains absolutely true to its DNA - rooted in British craftsmanship, unparalleled luxury, and iconic design. I’m here to offer strategic guidance and encourage bold, forward-thinking decisions that will position Oyster for continued success while staying authentic to what makes it so special. It’s about supporting the brand’s growth without compromising the essence of what has made Oyster the Rolls-Royce of the seas. I’m particularly focused on helping guide decisions that will elevate Oyster not just as a great yacht builder, but as the ultimate authority in personalized ocean exploration and world adventure - expanding the brand’s identity to reflect the full scope of what it offers as a gateway to life-changing experiences.

In your experience how have the wants/needs of UHNWI customers evolved, changed in recent years?

I’m seeing a fascinating evolution in what ultra-high-net-worth individuals are seeking today. There’s a rising generation that deeply values immersion, privacy, comfort, and seamless service - but they’re not just looking for yachts as possessions. They’re seeking platforms for once-in-a-lifetime experiences. These owners are experience-hungry, brand-conscious, and eager for effortless access to adventure.

What’s particularly interesting is the increasing number of individuals coming to us with no prior sailing experience. They view Oyster, and especially initiatives like the Oyster World Rally, as compelling entry points into this world of ocean exploration. They’re turning to services like our Bluewater Academy to build their sailing skills with confidence because they want to be fully prepared for the adventures ahead.

The shift is from ownership for status to ownership for transformation. These clients want to build their own stories and legacies through experiences that are deeply personal and meaningful. They expect everything to be effortless and intuitive, but they also want to feel genuinely connected to a community of like-minded individuals who share their passion for exploration and adventure. It’s not enough to simply provide a luxury product - they want a gateway to a lifestyle that feels authentic, exclusive, and transformative.

From your perspective, coming from the auto sector – what were your first impressions of the yachting sector’s approach to delivering a ‘luxury’ experience? How is it successful and how can it improve?

Coming from the automotive sector, I was immediately impressed by the extraordinary craftsmanship - the technical excellence and build quality were truly world-class. The yachting industry has mastered the product itself and understands the passionate community aspect that drives owners.

However, there’s significant opportunity for improvement. The industry needs to transform the customer journey from something purely transactional to something deeply emotional and personal. At Rolls-Royce, we learned that luxury clients aren’t just buying a product - they’re investing in their own stories and legacies. The yachting sector needs better personalization in every aspect and truly seamless experiences from first interaction through to setting sail.

The biggest opportunity is positioning these brands not just as yacht builders, but as the ultimate authorities in personalized ocean exploration and world adventure. The product excellence is there - now it’s about elevating the complete luxury experience to match that standard.

Are there any lessons the yachting sector could teach the auto business and vice versa?

From my perspective, both sectors have valuable lessons to share with each other. The yachting sector could teach the auto business about building genuine community. The Oyster Family isn’t just marketing - it’s a real, supportive global network where owners show up for each other worldwide. This level of authentic connection and belonging is something the auto industry struggles to replicate. Yachting also understands the adventure element better - these aren’t just products, they’re gateways to life-changing experiences and exploration.

Vice versa, the auto business - particularly luxury automotive - is more advanced in creating seamless, end-to-end customer journeys. At Rolls-Royce, we perfected the art of making every interaction feel connected, effortless, and deeply personal from first contact through ownership and beyond. The yachting sector often treats different touchpoints as separate experiences rather than one cohesive journey.

The auto industry is also better at scaling personalization through technology and systems, while maintaining that human touch. We learned how to deliver bespoke experiences efficiently, something yachting could benefit from.

Ultimately, both sectors serve clients who want to build their own stories and legacies - the key is combining yachting’s authentic community-building with automotive’s systematic approach to delivering seamless luxury experiences.

We hear increasingly about the growing importance of ‘experience’ over ‘ownership’ – how does this translate to the concepts of luxury and customisation?

This shift toward experience over ownership is fundamental to modern luxury. Ultra-high-net-worth individuals aren’t seeking yachts as possessions - they’re seeking platforms for once-in-a-lifetime experiences. They’re experience-hungry and eager for effortless access to adventure.

This transforms how we think about customization. True personalization now means helping clients build their own story and legacy, not just choosing features. At Rolls-Royce, bespoke offerings weren’t about materials or colors - they were about reflecting the owner’s personal journey and aspirations.

For yachting, this means expanding beyond being yacht builders to becoming authorities in personalized ocean exploration. Customization becomes about crafting the entire experience ecosystem - from training programs to global support networks to exclusive events. The luxury lies in making transformative experiences feel effortless and deeply personal. The yacht becomes the vehicle for their story, not the end goal itself. This is why building genuine community matters so much - the real luxury is belonging to something meaningful that enables extraordinary experiences.

Have you enjoyed entering the boating sector – in terms of general interactions/people – how does it compare to your old world.

I’ve thoroughly enjoyed stepping into the yachting world. After attending some wonderful Oyster events and meeting clients and prospects, I was struck by how familiar it all felt. While my résumé might suggest otherwise, I found myself engaging with a remarkably similar type of client. The mindset is very much the same. With a mutually desired pursuit of excellence, perfection, and craftsmanship; as well as a longing for something truly unique, the technical passion and appreciation for an inspiring and uncompromising community reminds me a lot of my time at Rolls-Royce.

What brands do you admire and why?

I admire brands that strive for excellence in both their products and services, that show extraordinary craftsmanship, and that have a strong legacy with rich and meaningful storytelling. These are the brands that create lasting emotional connections and stand the test of time.