Oyster Yachts has announced that Ashley Highfield will step down as Chief Executive Officer this autumn, ending a pivotal seven-year chapter with the company. Highfield first joined Oyster as Executive Chairman and later assumed the CEO role, guiding the iconic British yacht builder through a significant period of recovery and growth.
His departure marks the completion of a planned three-year term as CEO, agreed with owner and Chairman Richard Hadida. The company has confirmed that a successor from the marine manufacturing sector will be announced in the coming weeks. Highfield is expected to remain in an advisory role during the transition to ensure continuity.
Highfield’s tenure at Oyster began during a critical phase of restructuring, following the company’s acquisition by tech entrepreneur Richard Hadida in 2018. In his first year as CEO, Highfield halved Oyster’s financial losses. He went on to lead the company back to profitability, with the recently concluded 2025 financial year marking a return to EBITDA-positive results. Oyster now boasts a healthy order book stretching into 2026, record sales, and a reinforced position in the global luxury yacht market.
Commenting on the transition, Hadida said, “I am eternally grateful for Ashley’s leadership, direction, and support on our voyage to turn Oyster around. We agreed he would take over as CEO for a finite three-year period, with a mission to re-establish Oyster as a pre-eminent brand in the luxury sailing yacht market. I am happy to say that job is done.”
Highfield’s leadership has not only improved Oyster’s bottom line but also steered the company into a broader brand evolution. During his time at the helm, Oyster launched new models including the Oyster 805—an 80-foot yacht positioned between the 745 and 885 Series II. The 805 blends superyacht-calibre comfort with true bluewater sailing capability and has been positioned as a flagship product in Oyster’s fleet.
Beyond the boats themselves, Highfield introduced a range of lifestyle-oriented services that redefined Oyster’s relationship with its customers. Among these initiatives are the Oyster Explorers Club, a curated programme of global cruising adventures, and the Bluewater Academy, offering sailing training and support to new owners. These innovations reflect a strategic shift—from yacht manufacturer to experience-led luxury brand.
“It has been an honour to serve as Chair and CEO of this great British company,” Highfield said in his farewell statement. “It’s the people—our craftspeople, project managers, sales, marketing, warranty and service teams—who make Oyster special. Owners frequently tell me it’s these folk, as much as the yachts themselves, that define the Oyster experience.”
Hadida will remain in his role as Chairman, with a focus on new product development, branding, marketing, and strategic direction. With a workforce of more than 500 based across the UK, Spain, and the US, the company is well-positioned to capitalise on its current momentum.
As the marine industry awaits the announcement of Oyster’s new CEO, Highfield’s legacy is clear: a successful turnaround, a reinvigorated product line, and a luxury brand redefined for the next generation of ocean-going adventurers.
