In a statement the line said the new name was “shorter, easier to remember and has a stronger visual impact”.

It added that the new name comprised part of its plan to grow its business internationally, and said with the new name it was “developing the brand while preserving its roots, placing the three sails of its first cruise yacht, Le Ponant, back on centre stage in the logo”.

The word “ponant” in French is an old navy word for “west”. The line said it wanted to “create a new momentum to support the brand’s growth in the last five years.  The company, which operates five ships, now has offices in Hamburg, Sydney, Miami, Hong Kong and Shanghai.