How’s the Market?

A Positive Outlook for 2026 and an Exciting Year Ahead

We’re often asked, “How is the market?” — and while it’s never a simple question, there’s actually a lot to feel encouraged about.

Yes, the broader boat market has softened compared with the post Covid surge, but what we’re really seeing is a market returning to balance. The extraordinary boom years were never going to last forever, and the sector is now settling into a more sustainable rhythm.

Although global challenges like energy costs, higher labour prices, and rising material costs have influenced new boat pricing, these factors are now stabilising, giving manufacturers and buyers more confidence.

Despite all this, demand for quality preloved boats remains strong, helped by a healthy second-hand market and buyers who still want to enjoy sailing without delay. Many customers are also realising that life’s too short to wait for the “perfect moment,” and we’re hearing more and more people choosing to seize the day and commit to ownership.

Rising berthing costs have been a concern, but there’s good news here too: marina operators are recognising the need for more moderate increases, helping keep boating accessible and sustainable. And with recent mergers among major marina groups, it will be fascinating to see how this added scale influences future pricing and customer experience.

A Strong Position for Key Yachting

Across the industry, the impacts vary by brand and market segment — and this is exactly where Key Yachting continues to shine. We’re proud to represent exceptional performance oriented brands such as J Boats, Grand Soleil, Nautitech, and Tofinou. Their commitment to innovation and continuous improvement means we are not just weathering the market — we’re thriving in it.

Highlights from Our Brands:

  • The J40, crowned 2025 European Yacht of the Year, continues to attract strong sales thanks to its blend of performance, comfort, and competitive pricing.
  • The refreshed J36 (formerly J112e) with its twin wheels is making waves with very strong interest.
  • Nautitech have been on a roll with the market leading N44 and N48, and now we’re thrilled about the premiere of the brand new N41S — a model hitting an excellent price point with outstanding performance and comfort. Off plan orders are already coming in fast.

Add in a stabilisation of pricing and improving finance options, and the future for 2026 looks genuinely exciting.

Looking Ahead: A Big Year for Key Yachting

We have a jampacked and energising year planned:

  • First ever J Cup Europe in Cherbourg incorporating the J99 European Cup in addition to J Cup UK and J Cup Ireland later in the year
  • Competing at the IRC Europeans and the 200th edition of Cowes Week
  • Welcoming a new J40 arriving in the UK in May
  • Going big at the Southampton Boat Show with a UK Premiere of the J40 and Nautitech 41S and the Grand Soleil 42LC
  • Hosting, alongside the Southampton Boat Show,  a J/70 exhibition regatta, showcasing the exhilaration of these fantastic sports boats.

Our team continues to grow in capability and passion. With the addition of Ian Wilson to our after sales and service team, we’re better equipped than ever to support our customers throughout their ownership journey.

And as always — if you’re in Hamble and fancy a brew and a chat about the sport we all love, our door is open. Otherwise, we look forward to seeing you out on the water as the 2026 season gets underway.