In a world where luxury is no longer just about exotic destinations, but about sophisticated step-by-step experiences, shopping is becoming an integral part of the vacation. Starboard Group, the curator of premium retail on board, proposes a new definition of shopping at sea: the transformation of stores on cruise ships into lifestyle destinations, with Cartier, TAG Heuer, Bulgari and Omega boutiques all integrated into the flow of an unforgettable holiday.
Remarkable experiences: when retail becomes an event
Imagine yourself at the end of a day at sea: in an elegant lounge, a Starboard specialist invites you to a whisky tasting while presenting a Hublot or a TAG Heuer watch. Or personalise your own jewellery (Norqain, Monica Rich Kosann) right on board, with engraving and private messages – a truly memorable holiday gift. These activations make every purchase much more than a trivial act.
On ships such as Spectrum of the Seas, Royal Caribbean has introduced revolutionary concepts: themed temporary stores, shopping trails (“Landmarks of Luxury Tour”) and personal shopping. Cartier, Gucci, Qeelin, Bulgari – each brand finds its place on decks, with dedicated design and refined presentation.
Team ready for VIP services
The competence of the Starboard consultant is more than an asset – it is the difference between a simple purchase and a memorable moment. The staff is formed through training programs from TAG Heuer, Cartier and other luxury houses, to provide recommendations and experiences at the superlative.
A recipe for success: maritime + resort + retail
After perfecting the onboard experience, Starboard brings premium retail to resorts as well, opening boutiques in Las Vegas and other elite locations. The unifying factor? A personalized “maritime” shopping experience, with theme, atmosphere and storytelling – everywhere, but especially where luxury lifestyle enthusiasts spend their leisure time.
Prestigious brands such as TAG Heuer, Bulgari, Cartier, Omega, Hublot, Gucci or Qeelin are the first to enter this equation, anticipating that the holiday is the ideal time to make emotional purchases, not just rational ones. The pioneering materialized in the first exclusive luxury watch boutiques on board, with dedicated design and presentation.
The future of onboard retail: what’s next?
As cruise capacity increases by 10% by 2028, the opportunity becomes even clearer. Starboard plans to expand to new routes, premiere brands, and more customization. The next few years will be about complete integration between vacation, style and shopping – and Starboard has just changed course.
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