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Entrepreneur Steve Laidlaw is driving his luxury charter business, Seven Yachts, into the European spotlight with a new expansion into Monaco, a move that underscores the brand’s confidence in its growth trajectory and global ambition.
After a landmark year in 2025, during which Seven Yachts recorded record performance in Dubai’s high-end charter sector, Laidlaw has announced that the company will be offering bespoke yacht charter services in Monaco, targeting an elite clientele that frequents the French Riviera. The expansion is a natural next step for a brand increasingly known for bridging Middle Eastern luxury with European elegance.
“Dubai was our proving ground,” says Laidlaw. “The demand we experienced from private clients, corporate events and international travelers gave us the confidence to enter new markets. Monaco stands out for us because it blends prestige, beauty and an appetite for unmatched maritime experiences.”
Seven Yachts built its reputation in Dubai by delivering highly curated charter experiences, ranging from intimate sunset cruises to full-day explorations, and combining them with high-performance water sports, designer jet skis and ultra-luxury service. Now, in Monaco, the company plans to replicate that standard.
In Monaco, Seven Yachts intends to operate in key marinas and coastlines such as Port Hercules, Monte Carlo and the surrounding Mediterranean routes. The charter offerings will include superyachts, bespoke itineraries along the French and Italian Riviera, and fully staffed service packages for discerning clients. Laidlaw says that the Monaco branch will remain tightly integrated with the Dubai operations sharing crews, standards, and brand ethos.
Laidlaw adds, “Monaco is one of the world’s iconic maritime playgrounds; it must be served with excellence. We are bringing everything we’ve refined in Dubai from crew discipline to client experience into that arena. Our aim is not just to compete but to set a new benchmark there.”
Analysts view the move as bold but strategically sound. Monaco has long been a hot spot for luxury yachting, with wealthy global travelers as regular visitors. The introduction of a brand like Seven Yachts, with its Middle Eastern pedigree, adds diversity and fresh competition to the Monaco charter market.
Backed by a fleet that already spans vessels ranging from elegant 60-foot yachts to 200-foot superyachts, Seven Yachts is well positioned to service Monaco’s high expectations. For Laidlaw, it’s also a signal that his vision is not confined to one region.
Industry insiders believe Seven Yachts’ expansion may trigger further moves into other Mediterranean hubs. For now, Monaco is the first step in a European rollout strategy that leverages the company’s strong brand and operational rigor.
With Monaco now in its sights, Laidlaw and Seven Yachts are shaping not just cross-regional growth, but the notion that yacht charter brands can successfully bridge luxury markets between the Gulf and the Riviera.
