Hugo Boss on the high seas

From mobile phones by Prada, to Cola bottles by Sonia Rykiel, these days any brand worth its salt has a finger in some extra-marital pie. But, far from being a sure fire route to success, the results can occasionally prove disastrous (beef jerky, Liz Hurley, need we say more?)

In the case of Hugo Boss' latest venture however, hope floats eternal. Active players on the sailing scene since 2003, the luxury German brand this month launches its new yacht in the affluent surrounds of Canary Wharf's East Wintergarden.

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A revamp of the original Hugo Boss yacht, the spanking new version has been re-imagined by designer Juan Kouyoumdjian. Skippered by English yachtsman Alex Thomson, the monochromatic vessel has been tailored specifically to the needs of the world-beating sailor, with a view to carry him around the world in both 2010’s Barcelona World Race and the Vendée Globe in 2012. Here’s hoping this coalition won’t result in one party being thrown overboard…

Hugo Boss Boat