Although location remains crucial, considerations such as lifestyle, amenities, vibrant neighbourhoods, and proximity to ultra-premium experiences – such as Third Space health clubs and local artisanal coffee shops – are all sharing the spotlight.​

However, there are nuances in market dynamics across the capital. Sales rates differ by postcode as well-informed buyers look for their ideal location and the latest in amenity offering – whether that be cutting-edge wellness facilities or family-centric conveniences such as crèches. Our analysis shows prospective buyers can currently tap into an unusually wide super prime new build offering, across a range of local sub-markets, in their search for their perfect home; albeit at different stages in the development cycle.

NEW BUILD SUPPLY ACROSS PRIME CENTRAL LONDON

While demand is dynamic, supply can take longer to respond to the market, especially given the backdrop of challenges facing the wider London development space. Some areas sell faster than others, revealing evolving patterns of demand from the market. This impacts the perceived or actual rarity of a particular postcode.

Currently, just over 600 super prime new build (£5m+) homes are for sale in prime central London. The distribution of where these homes are tells a more complex story, as each postcode reveals its own narrative. In order to get a sense of how the supply of £5m+ homes varies by area – where words fall short, a map comes in handy.

LOCAL VARIATION

The map displays the proportion of the £5 million+ new build pipeline (whether completed or under construction) currently available for purchase, specifically including stock coming to the market in the next 12 months. For example, in SW1W/X (Belgravia), an average of 40% of homes (shown on the map) are available for purchase. This lower average availability reflects the desirability of the Belgravia area.

Meanwhile, to the north-west of Hyde Park in W2 (Bayswater), availability is higher on average across the postcode at around 65%. This is due to the recent addition of more £5m+ homes to the market, supported by the regeneration of Queensway and its surrounds. Over to Southbank, SE1 boasts a higher average availability of 79%, underpinned by higher-density developments.

Exclusive river views, regeneration, and cultural vibrancy are proving to be major draws for younger, affluent, tech-savvy buyers, particularly millennials and Gen Z. These transformational areas are likely to capture the demand from this cohort that value neighbourhood character and Instagrammable opportunities as much as traditional prestige locations.

In more established parts of prime London, NW8 (St John’s Wood) is expected to launch a brand-new tranche of super prime stock in the next year, lifting the average availability up to 75% for the area. N2 (Hampstead), though not strictly prime central London, brings a new wave of super prime homes that blend contemporary design with classic charm, attracting downsizers. W1 (Mayfair and Marylebone) remains ultra-exclusive, with a relatively small development pipeline of premium stock.

WHERE ARE THE TURNKEY HOMES?

Savills data shows buyers increasingly prefer homes nearing completion. Turnkey super prime homes account for less than half of homes in the overall pipeline. St James’ stands apart, offering the highest proportion of completed homes in the £5–10 million range – a rare sweet spot for those seeking super prime credentials without the platinum-level entry fee. Whitehall, Marylebone, and Mayfair boast higher levels of £10 million+ turnkey homes – intent on drawing the most affluent of buyers.

Meanwhile, Knightsbridge, historically the quintessential definition of super prime, is rolling out new top-tier stock. It offers a sizeable chunk of £15–20 million homes in one of the most exclusive addresses in town.

Shifting Buyer Preferences Signal New Market Trends

Amid these shifts, London faces mounting competition on a global stage. Yet, the potential base of super prime demand is growing – the UBS Global Wealth Report 2025 predicts five million new USD millionaires by 2029. This next generation of wealth – often millennials and Gen Z – brings fresh tastes, prioritising vibrancy, walkability, and experiences over traditional grandeur. The regeneration of neighbourhoods in W2 and SE1 is set to attract such buyers, whose evolving preferences are reshaping demand in real time.

Buyers now seek not just luxury, but a sense of vibrant community, rewarding those attuned to the subtle cues from buyers, which define true desirability in an era where prestige is as much about experience as address.

But as these schemes sell and changed planning policies limit future development of this nature, the opportunity to secure such properties in the future may be constrained.

To read more of our Residential Research please visit our Residential Hub

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}