As we step into 2025, several key themes are shaping buyer preferences and investment strategies. From the rise of Marylebone as a new super-prime hotspot to the increasing presence of wealthy American buyers and the growing appeal of wellness technology, here are the key developments to watch in the year ahead.
1. The Rise of Wellness & Safety Tech in Luxury Homes
Technology continues to redefine the super-prime market, with high-net-worth buyers investing significantly in state-of-the-art home automation. Security remains a top priority, with panic rooms and fingerprint-controlled access to master suites or home offices becoming standard features in many luxury residences. One of the biggest emerging trends, however, is circadian lighting systems—a technology that syncs indoor lighting with natural daylight patterns, promoting better sleep and overall well-being. Data shows a surge in demand for this feature, particularly among buyers under 40, who are willing to invest heavily in health and wellness-enhancing technologies.
2. Marylebone: London’s New Super-Prime Hotspot
For years, Mayfair has been the undisputed heart of London’s luxury property market, but a quiet transformation is underway. Increasingly, ultra-high-net-worth individuals are drawn to Marylebone, a neighbourhood that offers an authentic, village-like atmosphere, akin to New York’s West Village or Paris’ Le Marais. Several landmark super-prime developments—such as The Bryanston and Regent’s Crescent—have further cemented Marylebone’s appeal, with pricing now rivalling Mayfair. However, for those looking for investment opportunities, unmodernised properties in the area present significant potential for value appreciation. Unlike Mayfair, which attracts buyers who seek formality and prestige, Marylebone appeals to those desiring a sophisticated yet relaxed urban lifestyle, without the ostentation of security entourages or Michelin-starred exclusivity.
3. Wealthy American Buyers Increasingly Target London
The presence of American buyers in Prime London is more noticeable than ever, particularly in areas such as Hampstead, Marylebone, and RBKC (Royal Borough of Kensington & Chelsea). Traditionally, US buyers in London were primarily hedge fund executives and celebrities. However, a new wave of younger, self-made entrepreneurs —particularly from the tech sector—is now showing interest in the capital’s prime real estate. London’s new developments are particularly attractive to American buyers, offering concierge services, modern architecture, and high-end amenities—all at lower service charges compared to New York condominiums. With expectations of increased wealth creation in the US, particularly in the crypto sector, London is set to remain a prime destination for American investors seeking both status and strategic diversification.
4. Growing Appeal of Renovation Projects
For buyers at the £10 million+ level, renovation projects are becoming an attractive proposition. High-end purchasers are more willing to undertake substantial refurbishments, even when planning consent is required. This reflects an evolving market dynamic where buyers at the very top end are prioritising bespoke, custom-built living spaces over ready-made options. Conversely, those purchasing below £10 million continue to prefer turnkey homes, seeking convenience over the complexity of extensive building works. However, with construction costs stabilising, there is now a widening price gap between fully renovated properties and those requiring complete overhauls, providing potential opportunities for those willing to take on projects.
Final Thoughts
As London’s prime and super-prime property market evolves, these trends are set to shape buyer decisions in 2025. From smart home innovation and security advancements to the resurgence of Marylebone as a luxury hub, an influx of American buyers, and a renewed interest in renovation projects, there are many opportunities for investors and homeowners alike. At Winkworth, we have extensive expertise in guiding clients through London’s ever-changing luxury property landscape. Whether you’re looking to buy, sell, or invest, our team is here to help you make informed decisions and secure the best opportunities in the market.
Source: PrimeResi
