Tatler: Why the global elite are still buying big in London

The Tatler Address Book address why London’s most elite postcodes are hotter than ever.

Despite broader cooling in London’s prime property sector, the city’s super prime market remains defiantly resilient. According to the latest Coutts London Prime Property Index, prices in this exclusive tier have risen by 5.1 percent, propelled largely by cash-rich international buyers who view London not just as a place to live, but as a long-term store of value and strategic investment.

‘The super prime market in areas such as Knightsbridge and Belgravia continues to remain resilient,’ says Katherine O’Shea, Real Estate Director at Coutts. ‘London is seen as a global financial and cultural hub and so continues to attract high-net-worth individuals.’

London’s enduring appeal lies in its unparalleled combination of lifestyle, education, heritage and safety. Buyers are still flocking to its aristocratic enclaves for access to world-class amenities, top-tier schools and the unique cultural richness that defines the city.

Nicolas Roux, Founder of Rive Gauche London, agrees. ‘Global buyers from the Middle East, Asia, the US and increasingly India and Africa continue to seek London’s most exclusive postcodes for reasons such as lifestyle, prestige and asset security.’

He adds that many of these buyers are less sensitive to interest rate cycles. ‘They typically buy in cash,’ he says. ‘Also, the low stock in these areas continues to hold up long-term price stability.’

Jamie Hope, Managing Director of Sales at Maskells, notes that uncertainty is often a motivator rather than a deterrent. ‘We have just this week exchanged contracts on a £16m transaction in Knightsbridge – conducted off market,’ he says. ‘The buyer is internationally based, in a part of the world where there is a great degree of uncertainty. Therefore, investing in London remains attractive.’

2025 has seen a surge in American and Turkish buyers, driven by political instability in their home countries. ‘We are seeing a huge number of American and Turkish buyers,’ Hope says. ‘The relative stability in the UK is very attractive.’

O’Shea also points to a flock of Middle Eastern, Asian and North American clients. ‘Interest from these markets is driven by a range of factors, including the relative ease of travel and a desire for stability in uncertain times.’

According to Roux, there is also a significant educational and legacy component motivating Middle Eastern clients. ‘London remains highly desirable for families wanting access to top British schools and universities, and for investors looking for long-term capital preservation in real estate.’

Even the downturn in property prices since 2014 is working in the city’s favour. ‘Some markets such as Knightsbridge and Belgravia are still more than 20 per cent below the height of the market in nominal terms, and about 40 per cent in US dollar terms from the peak of 2014,’ says O’Shea.

Nicholas Vaughan, Partner at Withers, notes a growing appetite among US buyers specifically. ‘They are seeking asset diversification and protection from an unstable political landscape in the US,’ he says.

But right now, the super prime buyer is markedly different from the trophy-hunting investor of a decade ago.

‘Today’s super prime buyer is significantly more discerning, design-savvy, and purpose-driven,’ says Roux. ‘They’re no longer just acquiring a trophy asset – they’re investing in a lifestyle, a narrative, and a space that reflects their personal identity.’

Vaughan notes that buying agents have become a staple in today’s transactions. ‘It has become increasingly common for a buyer to be represented by a buying agent, something that was more of a rarity 10 years ago.’

According to O’Shea, ‘Purchasers are increasingly turning to buying agents to help them navigate the market. More than ever, we’re introducing clients to top-tier buying agents that can play a crucial role in helping them access properties that are not openly available.’

Buyers are now also placing more emphasis on sustainability, technology and wellness amenities over anything overly opulent. ‘This new generation of buyers is also increasingly prioritising lifestyle features, such as wellness amenities and bespoke services,’ O’Shea says.

Turnkey sophistication is the new gold standard. ‘Clients are drawn to homes that are fully curated,’ says Roux. ‘Where every architectural detail, material finish, artwork, and piece of furniture has been thoughtfully considered and tailored.’

This change is also fuelling a new kind of strategic investor. ‘There is a growing demand for turnkey sophistication, not shell-and-core spaces,’ he says. ‘Many professional investors and developers are now taking on the design and build process themselves.’

Hope sees this reflected in current market behaviour. ‘Buyers of £10m+ properties are very discretionary, seeking the very best properties and with a growing amount of choice, value is important.’

Hybrid spaces are also on the rise. ‘Some of our current work blends hospitality with residential, or residential with workspace,’ says Roux. ‘People live, work, and entertain differently now.’

With most transactions led by cash, speed and certainty become critical levers in negotiation. ‘Cash purchases close in as little as one to four weeks,’ says Roux. ‘This is super attractive to sellers who want certain execution.’

Hope concurs. ‘For sellers who are seeking a swift exit, or surety of sale, cash carries weight.’

O’Shea adds, ‘Cash-purchases have greater swaying power, allowing them to negotiate more favourable terms and accelerate the completion process.’

Yet access to the most exclusive properties remains tied to relationships and representation. ‘A top-tier agent will often get their clients exclusive access to properties that aren’t on the market,’ says O’Shea.

Vaughan believes cash buyers may also benefit from current market dynamics. ‘I am hearing stories of some significant discounts being agreed and have also recently acted on transactions where sellers have not achieved the price they paid for their property five or ten years ago.’