The prime and super-prime property market in London is defined by discretion, expertise, and long-cultivated relationships. In 2025, United Kingdom Sotheby's International Realty demonstrated precisely why those qualities matter. The brokerage closed the year with £1.63 billion in total sales and 160 lettings placements, marking its strongest annual performance to date and a remarkable 87% year-on-year increase in revenue.
For a firm operating in one of the world's most competitive luxury real estate markets, those are significant numbers. But perhaps more telling than the headline figures is the story behind them: a team of advisors who collectively pushed through a year that many in the industry would describe as challenging, and came out the other side with results that set a new benchmark for the business.
A Team That Set the Standard
At the heart of the brokerage's 2025 success was the performance of its Prime Central London specialists. Nine advisors each surpassed £1 million in fees over the course of the year, with the highest performers reaching as much as £5 million individually. These results were formally recognised at the brokerage's end-of-year awards, an internal tradition that reflects the value the firm places on individual contribution within a collaborative culture.
Senior Sales Director Will Pitt, who was among those honoured, reflected on what the year represented for the business as a whole. "This is an incredible collective achievement," he said. "Despite the challenges, our team's expertise and dedication have delivered results in 2025 of which we can all be proud."
Pitt has been with UK Sotheby's International Realty since an early stage of its relaunch, and his perspective on the firm's trajectory carries weight. "Having been with UK Sotheby's International Realty since its early relaunch, I've had the privilege of seeing it grow from a small operation into a recognised market leader," he explained. "The vision was clear from the start - I believed in it then, and I believe in it now. It's a privilege to have helped bring that vision to life."
That kind of institutional loyalty and long-term belief in a company's direction is often what separates firms that endure from those that plateau. It also speaks to a wider culture of investment in people, something that appears to run through the organisation at every level.
Where the Transactions Happened
A breakdown of the brokerage's 2025 activity reveals that Prime Central London dominated transaction volume, as it consistently does in the super-prime sector. Mayfair led the way, recording £172.2 million in completed sales, followed by Belgravia at £140.6 million and Knightsbridge at £135.8 million. Notting Hill contributed £99.2 million, rounding out the top four most active neighbourhoods for the firm.
These are neighbourhoods that attract buyers from across the globe: international investors, ultra-high-net-worth individuals, and those seeking pied-à-terre properties in one of the world's most enduringly desirable cities. The fact that UK Sotheby's International Realty was active across all of them at scale speaks to the breadth of its network and the depth of its market knowledge.
Among the year's standout transactions was the completion of the final three residences in the Heritage Collection at 9 Millbank, a landmark development with a combined asking price exceeding £50 million. Those sales were closed by Will Pitt, and they are the kind of high-profile completions that tend to define a firm's reputation in the super-prime segment.
On the lettings side, Senior Lettings Director Olivia McSweeney brokered the letting of a Knightsbridge apartment at a figure that exceeded its £27,000 per week guide price, a strong signal of demand and of her ability to position a property effectively and negotiate on behalf of her clients.
Outperforming a Subdued Market
What makes these results particularly noteworthy is the context in which they were achieved. Activity across the prime and super-prime markets in London was widely reported as subdued during 2025. Factors including global economic uncertainty, shifting buyer sentiment, and an evolving tax environment all contributed to a sense of caution among some segments of the buyer pool.
And yet UK Sotheby's International Realty not only held its ground — it grew significantly. The 87% revenue increase is not a figure that happens by accident in a flat market. It reflects deliberate strategy, a strong pipeline of instructions, and advisors with the skills to convert interest into completed transactions even in conditions that might slow less well-equipped teams.
The brokerage also recorded that it achieved 95% of the average guide price across its 2025 transactions, highlighting a metric that matters enormously to vendors and that speaks to realistic, evidence-based pricing rather than speculative asking prices that fail to close.
Growth Beyond the Numbers
2025 was not just a year of strong sales performance. It was also a year of physical expansion. The brokerage opened three new London offices during the year, extending its footprint across the capital and positioning itself to serve more clients across more neighbourhoods. For a firm with ambitions to shape the prime market rather than simply participate in it, that kind of infrastructure investment is a meaningful signal of intent.
Managing Director Alex Isidro summarised the year with characteristic clarity. "We are proud to have the finest advisors in the industry and remain committed to shaping the prime and super-prime market," he said. "In 2025, we achieved 95% of the average guide price, expanded with three new London offices and strengthened our market position. We have entered 2026 with the same momentum and ambition - and we intend to keep it that way."
What It Means Going Forward
The London super-prime property market will always be characterised by complexity. Buyers and sellers at this level expect not just market knowledge but genuine advisory capability: the ability to navigate legal, financial, and logistical intricacies with discretion and confidence. The results UK Sotheby's International Realty achieved in 2025 suggest that its team is well-placed to meet those expectations.
With a record year behind it, three new offices operational, and a senior team that has proven it can perform under pressure, the brokerage enters 2026 from a position of genuine strength. Whether the broader market conditions improve or remain challenging, the foundations appear to be firmly in place.
For those buying, selling, or letting in Prime Central London, it is worth understanding who the active players in your market truly are in terms of not just brand recognition, but demonstrated results. By that measure, 2025 was a year that United Kingdom Sotheby's International Realty made a compelling case for itself.
