Bonding with the Brand: The Unmistakable Aston Martin Superboat Leaves Distinctive Signature Wake
Legendary relationships forged between icons like James Bond and Aston Martin rarely get the opportunity to refresh their status, but this spy-and-brand duo could renew their vows with the arrival of Aston Martin’s luxurious superboat, the AM37. This high performance, 37-foot/11.27-meter speed boat was officially launched in 2015, making its on water debut at the 2016 Monaco Yacht Show. Needless to say, her features proved enchanting, and her admirers many.
Not just an Aston Martin in name, the AM37 successfully transcribes automotive DNA from the genetic code of its four-wheeled heritage. Through a combination of innovative hull design, the use of diffusers, and carefully considered engine selection, the AM37 is a dramatically different power boat. Perfectly imprinting the brand to the point of leaving its own signature wake, the AM37 also has a uniquely powerful, conversation-friendly engine rumble. As with the simple elegance of Aston Martin motorcars, the AM37 is both refined and functional in a terrifically indulgent sort of way.
In-House Concept Development
Two years of research and development overseen by AM Executive Vice President and Chief Creative Officer Mark Reichman ensured the design would be worthy of its wings. Employing the same golden ratio he uses in automotive design, Reichman expressed the joyful process applying the land-based language of cars to a marine-based performance vessel.
Certain that the industry could benefit from the infusion of passion linking Aston Martin sports cars with an appropriately branded speed boat, Reichman carefully selected partners to develop the concept. Combining philosophy and strategy, Reichman noted the importance of the undertaking, emphasizing that “The process deems them to have the badge of the wing, but it can’t just be applied. You know, the wing is something that’s intrinsic.”
