Super prime properties in south-west London
'South-west London, with its collection of 'villages' and access to the outdoors, became a magnet for affluent buyers looking to upgrade their lifestyles but not lose the convenience of being in London by moving out to the country,' says Georgie Bolton of buying agents Property Vision. 'The momentum that began in 2020 hasn't slowed down – if anything, it's evolved, with international buyers returning to London.'
Education is an important factor with both domestic and international families moving here to take advantage of the world-class independent schools. 'This remains a massive draw: King's College School, The Harrodian, Ibstock Place, and now the new St Thomas's in Richmond opening this September, are shaping property decisions years in advance,' says Kesha Foss-Smith at John D Wood & Co.
'To have a co-ed school on Richmond Hill is an exciting addition to the options of schools locally and will draw families to the area, along with enabling existing residents to remain local,' adds Knight Frank 's Luke Ellwood.
Along with its quick links into town, London's new breed of tech entrepreneurs is discovering the SW benefits from its access to Heathrow, perfect for jetting off to Silicon Valley. The airport's proximity is also significant to buyers from Western Europe, the Middle East, America, China and India, making for a truly global feel.
While super prime south-west London as a whole is characterised by its expansive parks, large period homes and boutique shops and cafes, there are notable differences. 'Barnes tends to draw a more family-oriented, artistic crowd, with many wealthy buyers looking for a tranquil riverside setting,' says Russell Gooden at Hamptons. 'Richmond, on the other hand, appeals to a more established upper-middle-class demographic, often from traditional wealth sectors.' Bolton adds that Chiswick has risen in popularity, especially among younger families and professionals in the media and creative industries.
Prices for super prime properties start at around £10m and go up to £30m, with hotspots such as Richmond Hill, Barnes' waterfront homes and Wimbledon's Parkside, Marryat Road and Parkside Avenue most in demand. With houses often hitting the market once in a generation, off-market deals are the norm, and around 40 per cent are sold that way. 'This level of the market more often than not goes back to the 'little black book' days of agency, where buyers will come to us with their requirements and rely on us to find them the right property,' says Robin Chatwin, a director of Savills.
Unlike prime central London, where homeowners are more limited by space and planning controls, here you can go all-out when it comes to facilities. 'With advancements in basement building, many homes now come equipped with large subterranean entertaining spaces including spas, swimming pools, walk-in wine cellars, cinemas, treatment rooms and golf simulators. Air conditioning, intelligent lighting and irrigation are now staples to any super prime home,' says Sam Sproston, consultant at UK Sotheby's International Realty.
It's not uncommon to see bespoke interiors, state-of-the-art kitchens featuring teppanyaki stations, private gyms and both indoor and outdoor swimming pools. 'For families, dedicated children's zones are a stand-out feature, complete with custom-built treehouses, some of which start at an eye-watering £150,000. And, when it comes to convenience, underground car lifts and turntables are the latest additions, blending innovation with indulgence. These properties don't just offer space, they offer a curated, luxurious way of life,' says Bolton.
This lavish lifestyle can be seen in the range of independent and premium businesses popping up. 'Restaurants such as Scott's Richmond and The Ivy Cafe Wimbledon Village have elevated the local high streets,' says Sproston. Meanwhile, Rick Stein, Petersham Nurseries, Ottolenghi and health club, Third Space, have had a serious boost from the super prime influx. 'In Wimbledon, the ever-present queue outside Demitasse is a clear sign of its popularity, while the fresh produce at Bayley & Sage remains a consistent draw for locals. Over in Barnes, the recently opened Waterman's Arms has quickly become a hotspot,' says Bolton.
'A particularly interesting development is the rise of family members' clubs across south-west London – most notably the Little Houses group. These clubs are setting a new precedent by combining juice bars, childcare, and co-working spaces all under one stylish roof, offering a holistic lifestyle experience for modern families.'
Unlike many of the countryside locations that are feeling the bust after the Covid boom, south-west London offers its super prime inhabitants the best of both worlds – proximity to the capital, along with a villagey, country feel. And its desirability is only set to grow.
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