A glittering cultural scene, great schools, a favourable time zone and just a short hop across the Channel – London remains an attractive proposition for today’s super prime renters.
Despite domestic and geopolitical uncertainty, tenants seeking homes that rent for upwards of £5,000 a week in the capital’s most iconic neighbourhoods are drawn by the London lifestyle and all it has to offer.
And in the first six months of this year we’ve seen a significant rise in ultra-high-net-worth tenants coming from Europe, accounting for a quarter of tenancies compared to just under 10% during the same period in 2025.
Demand has stayed broadly consistent from North America, with US tenants representing around a third of our top-end rentals. Clearly London continues to shine as a key global city for super prime lettings.
Schooling and work have continued to act as key drivers for those renting at the very upper end of the market with just over 70% of our tenants in the 40-60 age bracket – up from 65% during the first half of last year. Those working in the tech and finance & investment sectors made up the majority of tenancies at 55% against 61% in 2025. Around 70% of tenants identified as business owners – in line with 2025 – a tenant profile that has grown in recent years from 59% for the full year in 2024.
Meanwhile just under 10% of the tenants we’ve worked with so far this year are employed in media & entertainment, a reflection of the UK’s status as a leading global location for film and high-end TV production.
Last year film and high-end TV production spend in the UK totalled £6.8 billion with feature films representing over 40% of this figure; the highest annual spend on record. Areas such as Primrose Hill, Hampstead and south-west London have long been desirable for production teams and film star tenants due to their proximity to Shepperton, Pinewood and Elstree Studios.
And, with the UK film industry continuing to experience strong inward investment, we are seeing a rise in tenants associated with filmmaking seeking to base themselves in a broader mix of areas. So, as well as the addresses with enduring fame on the world stage, we are increasingly seeing places such as Clerkenwell, Shoreditch, Hackney and Victoria Park in east London become popular destinations given their proximity to Eastbrook Studios.
London is an important global city in which people want to live and work. While lifestyle and education underpin the capital’s desirability for super prime tenants, its proximity to the continent enables the high proportion of tenants identifying as business founders to communicate and travel for work purposes with ease.
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