"High-end rentals - those above £10,000 per week - are no longer just a temporary fix for buyers in transition; they’re becoming the preferred lifestyle choice for a growing segment of UHNW renters"
- Yasmin Ulhaq - Glenfield Property Management
London’s prime property market has long been a symbol of global wealth, but in 2025 that symbol is being redefined. As luxury sales continue to falter under the weight of shifting tax regimes, global uncertainty and a surplus of unsold stock, the capital’s super-prime rental market is quietly, but convincingly, stepping into the spotlight.
In recent months, we’ve seen a clear pattern emerge: values in prime central London (PCL) are down more than 20 percent from their previous peak, and experts anticipate a further drop of up to 10 percent before the year is out. The capital’s most expensive homes, once snapped up by international buyers, are now sitting idle, with developers and private owners alike grappling with a lack of liquidity and a more cautious buyer pool.
There are a few critical factors driving this pause in purchasing. Firstly, the tightening of tax regulations, including the erosion of non-dom benefits, has fundamentally altered the long-term ownership proposition for many ultra-high-net-worth individuals (UHNWIs). For global elites who previously viewed London as a stable ‘safe deposit box’, the financial logic has shifted. Ownership now comes with exposure to a less predictable fiscal and regulatory environment.
Secondly, the political aftershocks of Brexit continue to play out, not just in terms of sentiment, but also practical mobility and wealth migration. Wealthy international buyers are increasingly opting for flexibility over commitment, and many are choosing to rent rather than purchase as they assess the evolving legal and financial landscape.
This is where London’s super-prime rental market is coming into its own. High-end rentals - those above £10,000 per week - are no longer just a temporary fix for buyers in transition; they’re becoming the preferred lifestyle choice for a growing segment of UHNW renters.
You only need to look at developments like 60 Curzon in Mayfair to understand the shift. Billed at launch as one of London’s most exclusive residential addresses, the development remains only partially occupied nearly a decade later. But where sales have faltered, leasing presents a powerful opportunity. These premium properties, complete with world-class amenities and concierge services, are perfectly positioned to meet the rising demand from renters who expect hotel-style living without the burdens of ownership.
From my own experience working with both landlords and high-net-worth tenants, the shift is unmistakable. We’re seeing growing interest from clients who want discretion, speed and flexibility, all of which the rental route offers. Tenants want the best locations, top-tier design and services that match five-star hotels, but without the stamp duty, annual charges and long-term exposure that come with buying.
This pivot also represents a valuable opening for developers and property owners holding unsold luxury stock. By repositioning assets for the rental market, they can not only generate premium yields but also maintain asset value until market conditions stabilise. The key is offering a turnkey, ultra-luxurious experience which includes curated interiors, 24/7 support, privacy and seamless service.
Looking ahead, we expect this trend to continue, especially as geopolitical and economic pressures persist globally. The era of default ownership among the ultra-wealthy is ending; today’s elite are mobile, strategic and more willing than ever to rent where it makes sense.
For landlords willing to meet this demand with tailored, high-quality rental offerings, the opportunity is significant. The super-prime rental sector isn’t just filling a gap in the market - it’s shaping a new paradigm for luxury living in London.
