Onur Erardag, the founder of Nautique Yachting, a brokerage firm based in Turkey, brings an extensive background in yachting to his business. Having grown up in a family passionate about sailing, Erardag has been immersed in the yachting world from a very young age. He began competing in sailing regattas across Turkey at the age of seven, cementing his lifelong connection to the sea.
SuperYacht Times sat down with Onur Erardag to discuss his background, the establishment and evolution of Nautique Yachting, the current trends in the Turkish yacht market, and future developments for the company.
Founded in 2010, Nautique Yachting has been involved in a number of recent sales including the 59.8-metre CRN superyacht Aifer, previously named Ramble on Rose, the 29.7-metre Custom Line motor yacht Ceylanim (ex White Rose B), as well as new-build 34.36-metre Benetti Oasis motor yacht with a scheduled delivery date of spring 2024.
Onur shared his journey into the yachting industry, recounting his educational experience in the Netherlands and his return to Turkey after university. “I was determined to pursue a career in something I truly loved,” he explained. “Turning my hobby into my business seemed like a natural step. At that time, the yachting sector was still a niche market in Turkey, which presented a significant opportunity.”
Onur saw the potential in Turkey’s large population and extensive coastline. “Considering the vast maritime possibilities, I believed that the yachting industry had tremendous potential,” he continued. Driven by this vision, he founded his company, Nautique Yachting, aligning his passion with his professional ambitions.
Onur discussed the strategic approach of Nautique Yachting, emphasising the importance of adopting global practices prevalent in the yachting industry. This included everything from the execution of contracts to engaging legal and surveying services, as well as new-build and charter services. “This international perspective has shaped our initial operations and our collaborations with leading brokerage houses, providing us with essential training and setting performance benchmarks,” he stated.
“Our marketing strategies and operational efficiencies are heavily influenced by those of prominent brokerage firms,” Onur added. He further elaborated on the company’s adaptation to industry standards, “We have embraced European brokerage standards and applied these international practices within the local context. This approach has led to the formalisation of agreements with clients and the initiation of boat imports from Europe to Turkey.
Discussing the evolution of yacht brands under Nautique Yachting CA, Onur highlighted significant market shifts since 2008, particularly the growing demand for new brands within the Turkish market. “The rib and day usage boat market was particularly dynamic,” he explained. “We initially introduced Saxdor, which has since become a highly regarded brand across Europe, offering day usage boats ranging from 20 to 40 feet. This move proved to be successful, and we reached very good numbers in just two and a half years.”
Onur continued, “Seeking to expand our portfolio further, we discovered Rafnar, an Icelandic brand . Known for its patented hull design, originally developed for commercial use, Rafnar is now involved in the leisure market, which we are actively promoting in Turkey. Building on this momentum, Onur noted, “We then sought to cater to more upscale preferences and expanded our portfolio to include the Evo Yachts brand from Italy, which offered slightly larger and more luxurious models.
As we continued to evolve our offerings, we recognised a gap in our lineup for catamarans,” Onur reflected. “Wider came forward with an impressive catamaran project featuring a serial hybrid propulsion system, promising for the Turkish market.” He elaborated on the strategic inclusion of Wider’s models, “We decided to bridge this gap with Wider, focusing on the 75 to 140 feet range, which also includes their superyacht division. For Onur, the introduction of the Wider catamaran project was a key step in diversifying our portfolio tailored to the Turkish market.
When asked about the latest trends in the Turkish market, Onur explained that the market has been booming over the past four to five years. Traditionally, Turkish clients preferred European brands due to their resale value and the status they conferred, a trend similar to the car market. However, Onur highlighted a recent shift: Turkish clients are increasingly recognising the success of Turkish-built yachts. Brands like Numarine and Sirena have gained traction, especially as they become successful in Europe and the United States. According to Onur, this success has led to a growing demand for Turkish brands among Turkish clients.
Regarding the future plans for Nautique Yachting, Onur shared his strategic outlook. “For the time being, I am focusing on consolidating our existing brands rather than expanding too quickly. Our aim is to enhance our effectiveness within the Turkish market and expand our network steadily.” Furthermore, Onur highlighted his commitment to promoting Turkish shipyards on a global scale. “We are actively working with local yards to bring their projects to the international stage in the coming years,” he said. Nautique Yachting has also recently established a highly competitive J70 Sailing Team, that is actively competing in regattas throughout Turkey and Europe.
On his broader expansion plans, Onur noted, “My vision for the next three to four years includes growing Nautique Yachting into new markets, particularly in Europe and the Middle East, through key contacts.” He added, “We’ve always operated as a boutique company, and I value that. My goal is to replicate our successful Turkish strategy in neighbouring regions that are interesting markets for us, including parts of the Middle East and Europe. Although America presents exciting opportunities, it feels very distant given our current focus on regions closer to Turkey.”
