Last updated: 5 October 2026
This notice explains what personal data Primus Yacht collects through this website, why we use it, who we share it with and the rights you have. It is written with the UK GDPR and the EU General Data Protection Regulation in mind.
1. Who we are
Primus Yacht (“we”, “us”) is the controller of the personal data described in this notice. You can contact us about your data by email or on WhatsApp.
2. What we collect
Valuation and contact form
The form asks for your name, phone number, email address, the make and model of your yacht and a message. It does not send these details to our servers and does not store them. When you press send, it opens WhatsApp with a message to our broker already written out. Nothing reaches us until you send that message yourself.
Once you send it, the message and the details in it are held in our broker’s WhatsApp account. Messages you send us directly by WhatsApp, email or Instagram are handled in the same way.
Tony, our site assistant
When you chat with Tony, your messages go to our assistant service on our own server. To write each reply, your message is sent, together with our listing information, to our AI service provider, Anthropic (United States). We keep a record of each conversation on that server so that we can answer you and improve future answers.
Please do not type sensitive information into the chat, such as health details, bank or card details, or identity document numbers.
Visiting the site
The site is hosted by Vercel. Like most hosting providers, Vercel may keep server logs that record technical information such as your IP address, browser type and the pages requested. These logs are used for security and to run the service.
Measurement and advertising (only if you agree)
If you accept analytics and marketing cookies, we use Google Analytics, Google Ads and the Meta Pixel to see which adverts and pages bring enquiries. When you send an enquiry, or when an enquiry later turns into a serious conversation or a sale, we may tell Google and Meta about it so they can link it to the advert you clicked. Your email address and phone number are sent only in hashed form: they are turned into a one-way code before they leave our systems, and Google and Meta use that code only to find a match. If you decline these cookies, none of this happens. You can change your choice at any time in the cookie settings.
3. Why we use your data
- To answer your enquiry and take the steps you ask for before any brokerage agreement, such as a valuation or a shortlist of yachts. Lawful basis: steps taken at your request before entering into a contract.
- To run Tony and improve its answers. Lawful basis: our legitimate interest in answering visitors’ questions well.
- To measure which adverts bring enquiries and to show our adverts to people more likely to be interested. Lawful basis: your consent, which you can withdraw at any time.
- To keep the site secure. Lawful basis: our legitimate interest in protecting the site and its users.
- To meet legal obligations such as keeping transaction records. Lawful basis: legal obligation.
4. Who we share it with
We do not sell your personal data. We share it only with:
- Vercel, which hosts the site;
- Google (Google Analytics and Google Ads) and Meta (Meta Pixel), only if you accept marketing cookies, as described above;
- WhatsApp, when you choose to contact us that way. WhatsApp’s own terms and privacy policy apply to messages sent through it;
- owners, other brokers and the professionals involved in a purchase or sale, such as surveyors and lawyers, when you ask us to act for you, and only as much as that transaction needs;
- public authorities, where the law requires us to.
5. International transfers
Your data may be processed outside the United Kingdom and the European Economic Area, including in Türkiye and in the countries where our hosting, messaging, AI and advertising providers (Vercel, WhatsApp/Meta, Anthropic, Google) operate. Where we transfer data in this way, we take the steps that data protection law requires to protect it.
6. How long we keep it
We keep enquiry messages for as long as we need them to deal with your enquiry and any transaction that follows, and after that only for as long as the law requires. We keep assistant conversations for as long as they help us answer and improve, and then delete them. Hosting logs are kept by Vercel under its own retention rules.
7. Your rights
Under data protection law you have the right to:
- ask for a copy of the personal data we hold about you;
- have inaccurate data corrected;
- have your data erased;
- restrict how we use it;
- object to our use of it where we rely on legitimate interests;
- receive data you gave us in a portable format;
- withdraw consent at any time, where we rely on consent.
To use any of these rights, email us. We may ask you to confirm your identity. We reply within one month, and there is normally no charge.
If you are unhappy with how we have handled your data, you can complain to a data protection authority: in the UK, the Information Commissioner’s Office (ico.org.uk); in the EU, the authority in the country where you live. We would be grateful for the chance to put things right first.
8. Cookies
Our cookie policy explains what we store in your browser.
9. Changes to this notice
We will update this notice when the way we handle personal data changes. The date at the top shows the latest version.
10. Contact
Questions about this notice or your data: email · WhatsApp · Instagram.