What’s happening in super prime lettings in prime central London

This year, the continued blurring of lines between sales and lettings has become increasingly prevalent, with real fluidity within the high-end residential markets. Some sellers have switched to become landlords – and vice versa – whilst developers who renovated with the intention of selling have crossed over to lettings, and frustrated landlords are testing the sales market. At the same time, buyers currently undertaking renovations are looking for suitable temporary accommodation whilst works are completed, or simply haven't yet found a suitable place to call home. In a time of such uncertainty for many, it has been rewarding for our teams to work hand in hand, helping our clients and contacts secure their desired objectives. Even if a little varied from what they were originally thinking.

Tenant profiles are changing too, with a notable increase in top-end renters under 30 years old. In part, this is accounted for by burgeoning sectors: the presence of self-made tech executives has jumped and now comprises around 22% of our tenancies this year. There is also a generational trend as the next in line take over family offices and businesses.

These tenants are reaffirming what the prime central London estates, such as the Howard de Walden, Grosvenor, and Cadogan Estate, have been trying to curate in their various areas. They choose to cycle rather than drive and want village-like, not homogenous, high streets. Independent haunts synonymous with the neighbourhood are on the tick list, as well as high-quality, newly developed homes near the latest members’ club. The rental hotspots for the super prime tenant tend to surround Hyde Park, with some demand spreading north into St John’s Wood and Hampstead.

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Understanding the Renters’ Rights Bill

For more information, please contact your nearest local office or arrange a market appraisal with one of our local experts.

^{Read the articles within In Focus: Prime Central London – Autumn 2025 below}