At the beginning of the sixties, the Ismaelite Prince Aga Khan, himself a sailor and long at home in the places of international high society, "discovered" the Gallura coast as an ideal sailing area and new refuge for his circles. The coasts, beaches and rocky bays were built and designed according to the ideas of an international team of architects and landscape planners in such a way that a natural and organically grown holiday landscape was created. The Costa Smeralda is located on the north-eastern part of the coast of Sardinia.  The Emerald Coast in English, gets its name from the colour of the water with the same name. The coast has many rugged rocks and incomparably beautiful white beaches with fine sand.  Porto Cervo is considered the tourist centre and has established itself over the years as a holiday resort of the international jet set. The shops are correspondingly exclusive. In September the annual sailing regatta takes place on the Costa Smeralda. For example the "Swan Cup" is organized by the Yacht Club Porto Cervo and is held under the name Rolex.