This report examines Benetti, a leading Italian luxury yacht builder established in 1873, known for its fusion of traditional craftsmanship, innovation, and bespoke design. It explores Benetti’s historical evolution, brand identity, and response to modern demands for sustainability and exclusivity, with a focus on the B.YOND series—its most environmentally conscious line to date. Using frameworks such as PESTLE analysis, brand prism, and STP, the report analyzes Benetti’s market positioning and customer base, highlighting its appeal to both established elites and a growing younger clientele. It also discusses the brand’s resilience during the COVID-19 pandemic and the impact of public figures on its reputation. The study concludes that Benetti remains a benchmark of maritime luxury, combining heritage with forward-looking innovation.