Each year, Spear’s Magazine spotlights the world’s most influential figures, recognising those who disrupt and redefine the realm of private wealth. This year, the influential publication has shone a well-deserved spotlight on George Azar, Chairman and CEO of UK, UAE and Saudi Arabia Sotheby's International Realty.
In association with Dubai-based global investment firm Shamal, the list has acknowledged the contributions of LVMH CEO Bernard Arnault, Bank of England Governor Andrew Bailey, Reliance Industries Chairman Mukesh Ambani, and American media personality Kris Jenner in shaping the uppermost echelons of society and impacting how the world's wealthiest live and invest.
Rising to the Top in Blue-Chip Property
Azar began his career as a financial consultant at Merrill Lynch Pierce Fenner & Smith (Middle East), steadily ascending to senior management positions at prestigious institutions including Swiss Bank Corporation, Banque SCS Alliance Groupe, and Union Bancaire Privée — scaling operations and building substantial clientele along the way.
By 2013, having accumulated extensive expertise in wealth management, he ventured into business himself and acquired the Dubai franchise of Sotheby's International Realty, transforming it into one of the UAE's most successful brokerages. He then went on to acquire the Saudi Arabia, United Kingdom, and Abu Dhabi franchises, forming a powerful group poised to serve both the Middle Eastern and European prime real estate markets – crucial at a time when cross-border investment between the two regions is thriving.
Azar's leadership model is characterised by relentless ambition and a disciplined pursuit of excellence. An entrepreneurial visionary, he has proven time and again that he can spot promising opportunities, ideate on a large scale, and transform potential into performance – often defying conventional wisdom to do so.
Azar's Prominence in the United Kingdom
Azar is a highly respected figure in Britain's private wealth sphere, having set new benchmarks of excellence in the nation's ultra-luxury property market.
His journey began with acquiring Sotheby's International Realty's UK franchise — then a quiet Mayfair boutique with a modest market share. He immediately set about rebuilding from the ground up: recruiting property luminaries from established firms, elevating brand positioning, and streamlining operations around a ruthless sales philosophy he described as "putting sharks in a fish tank". A year into his tenure, he told Spear's Magazine: "We’re able to pay high because we don’t have fat on the bone. We don't have middle management, and we don't have different departments. We're a pure transactional company. If you kill, you eat – that's the model."
This approach ushered in a new era for both the brokerage and London's prime property market. Within a year, United Kingdom Sotheby's International Realty became a super-prime leader with £1.2 billion in sales and seven flagships across strategic postcodes, including bases in Knightsbridge, St John's Wood, and Marylebone.
The firm continues extending its reach beyond its traditional PCL stronghold. In early 2025, having cemented its foothold in the capital's heart, it strategically expanded into the countryside with a Chobham branch, South-West London with a Wimbledon flagship, and Central West London with a Kensington and Notting Hill trophy base. A landmark second Knightsbridge location within the prestigious One Hyde Park development marks a strategic partnership with Diriyah Gate, creating a bridge between high-net-worth Saudi and European buyers pursuing cross-border opportunities.
The franchise's strength remains evident amid market headwinds — during Q3 2025, it bucked the trend with £417 million in total sales.
Momentous Milestones Along the Way
Among a select group of 200 franchise holders within the Sotheby's International Realty network, Azar has accomplished much while charting the course of ultra-luxury property in Europe and the Middle East. Noteworthy achievements include:
- Being recognised by Finance World Magazine’s “Top 150 Real Estate Icons in the UAE for 2025” list.
- Capturing 70 per cent of the super-prime market and 95 per cent of the branded residences market in the UAE and Saudi Arabia.
- Securing market share in London’s £10 million-plus and £20 million-plus property segments.
- Being awarded the prestigious Grand Prix for Private Client Firm of the Year at the 2024 Spear’s Awards for the UK flagship – known as the “Oscars of the private client world”.
Commenting on this, Azar shared, “This recognition is a great honour, but it is not mine alone. It also belongs to the remarkable talent I work with across the UK and the Middle East. These people understand my ambition and go above and beyond to deliver to the highest standard.”
He continued, “This is just the beginning. We don't deal in property; we architect lifestyles that others aspire to. We've positioned ourselves as trusted advisors in this space and are not just participating in luxury real estate – we're setting the benchmark for what luxury means.”
