High-end London agency Beauchamp Estates has given investors a detailed insight into the £15m-plus housing market in the capital.
Buyers by Country/Region of Origin
During 2025 buyers from the Middle East accounted for 25% of all super-prime sales, up from 20% in 2024.
The growth has not originated from domestic UAE or Saudi nationals, instead it is being driven by buyers originally from India, Pakistan, Yemen and Lebanon who are now resident in the UAE or Saudi Arabia who are now buying second homes in London.
Another emerging buyer group from the “near Middle East” has been wealthy Turkish buyers who have been taking their money out of the troubled Turkish economy and investing it in luxury homes and businesses in London.
The proportion of super-prime sales to buyers from the UK rose to 12%, up from 10% in 2024. Buyers from China and Hong Kong also grew in number to 13%, up from 12% in 2024, whilst buyers from India/South Asia remained the same (20% in 2025 and 2024).
In 2025 American buyers accounted for 20% of all super-prime sales, down from 25% in 2024, buyers from Eastern Europe declined to 5%, down from 8% in 2024, with Western European buyers also dropping slightly to 5%, down from 6% in 2024.
Super-Prime Addresses: Winners and losers
During 2025 there were winners and losers amongst London’s most sought after addresses.
The biggest winner this year has been Belgravia, which accounted for 8 of the 41 £15 million plus deals (up from 3 deals in 2024). Beauchamp Estates sold a £15 million house on Chester Street to a buyer from Western Europe who was relocating into Central London from the Home Counties.
Like Belgravia, Knightsbridge has also seen an improvement in its fortunes with 4 £15 million plus deals, up from 2 in 2024. Like Belgravia vendors have refreshed their homes and adjusted their asking prices, resulting in higher big sales.
With 9 £15 million plus deals the best addresses in North-West London have appealed to buyers from America, China and the Gulf, with the arguably the most high profile purchase being American billionaire and Star Wars creator George Lucas acquisition of a £40 million villa in St John’s Wood.
Two other popular addresses in 2025, especially with American and domestic UK buyers, have been Chelsea, with 5 £15 million plus deals (down from 6 in 2024) and Notting Hill with 3 deals (3 in 2024). Beauchamp Estates sold a £15 million house on Cheyne Gardens to a UK buyer upsizing from the local area.
Beauchamp Estates observe that Mayfair, the “address of choice” in London for the world’s super-rich, has had a highly frustrating year due to a significant lack of available turn-key stock for sale, including both large apartments and houses.
Mayfair had 5 £15 million plus deals during 2025, compared to 9 in 2024, but the lower deals level is not due to a lack of buyer appetite, there simply isn’t the available stock for sale.
In addition, the profile of the luxury housing stock in Hampstead has changed dramatically over the past five years, with a decline in large family houses, demolished and replaced by luxury retirement flats. For example The Bishops Avenue, formerly lined with large billionaire mansions, has now become more associated with luxury retirement flats and lateral apartments.
Asking vs Achieved Pricing
For the London homes sold in 2025 above £15 million the percentage difference between the average asking price and the average achieved price is -7.6%, compared to -7.12% in 2024 and -5.6% in 2023.
London Super-Prime in 2026
Looking at how London’s super-prime residential market will perform in 2026 Beauchamp Estates forecast that for properties priced above £15 million prices are likely to soften by between -2% to -3%, not returning to positive growth until 2027 at the earliest.
However, Beauchamp Estates calculate that the super-prime market will remain extremely active as domestic and international buyers now view London real estate as providing extremely good value and a stable market, especially when compared to rival wealth locations such as Dubai and Abu Dhabi where prices have risen dramatically.
The London market in 2026 will be driven by buyers from the United States, China and the Middle East (purchasers originating from India, Pakistan, Yemen and Lebanon now based in the UAE or Saudi Arabia) and Turkish investors taking their money out of the troubled Turkish economy.
Jeremy Gee, managing director of Beauchamp Estates,adds: “In 2025 the London super-prime property market has been driven by an outflow of Non-Dom vendors leaving for Dubai and Abu Dhabi, replaced by an incoming wave of “bargain hunting” Middle Eastern, Turkish, Chinese, American and domestic UK buyers purchasing large trophy houses and family apartments in the UK capital.”
