Prime Central London (PCL) remains one of the most diverse and dynamic property markets in the world. Each neighbourhood tells a different story...
...from the global appeal of Mayfair to the lifestyle-driven demand in South Kensington. The latest Q2 2025 LonRes data paints a detailed picture of how values and rents are performing across PCL’s micro-markets.
Here’s what the numbers reveal.
Marylebone
- Sales: £1,517 psf (+3.4%)
- Rentals: £64 psf (+13.8%)
Marylebone continues to attract families and professionals, with robust rental growth showing strong demand for quality homes near schools and transport.
Bayswater & Maida Vale
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Sales: £1,374 psf (+6.7%)
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Rentals: £62 psf (+17%)
Rising rental values suggest tenants priced out of more central districts are looking west, boosting this area’s appeal for investors.
Kensington, Notting Hill & Holland Park
- Sales: £1,589 psf (+0.5%)
- Rentals: £63 psf (+3.3%)
Sales values are holding steady, while modest rental growth reflects ongoing demand for leafy, village-style living with excellent amenities.
South Kensington
- Sales: £1,623 psf (+6.0%)
- Rentals: £65 psf (+8.3%)
Both sales and rental markets are showing strength, underpinned by international interest and the area’s cultural and educational prestige.
Fulham & Earl’s Court
- Sales: £1,139 psf (+2.2%)
- Rentals: £52 psf (-7.4%)
Sales are inching up, but rental values have slipped, suggesting stronger competition among landlords. This could offer opportunities for tenants seeking value.
Chelsea
- Sales: £1,429 psf (+6.0%)
- Rentals: £63 psf (+6.0%)
Chelsea’s classic appeal continues to resonate, with healthy growth across both sales and lettings, making it a balanced market for owners and investors alike.
Fitzrovia, Bloomsbury & Soho
- Sales: £1,427 psf (-12.7%)
- Rentals: £68 psf (+6.6%)
Sales values have softened considerably, but rising rental values highlight strong tenant demand in this vibrant, mixed-use area.
Mayfair & St James’s
- Sales: £2,324 psf (+11.1%)
- Rentals: £81 psf (+4.5%)
Mayfair remains the most expensive PCL sub-market, with sales surging into double-digit growth. Trophy assets and heritage buildings continue to attract global wealth.
Pimlico, Westminster & Victoria
- Sales: £1,139 psf (+2.2%)
- Rentals: £59 psf (+1.7%)
This central area offers more accessible entry points, with steady growth in both sales and rentals reflecting stable demand.
Knightsbridge & Belgravia
- Sales: £2,041 psf (+14.5%)
- Rentals: £88 psf (+21.2%)
Knightsbridge leads the way on rental growth, while also recording one of the highest sales growth rates. Demand for luxury, turn-key homes is driving this surge.
Key Insights
- Top performers: Knightsbridge & Belgravia (sales +14.5%, rentals +21.2%) and Mayfair & St James’s (sales +11.1%).
- Stable growth: South Kensington, Chelsea, and Bayswater are seeing consistent gains in both sectors.
- Opportunities: Fitzrovia’s sharp sales decline and Fulham’s rental dip may provide value for buyers and tenants seeking better deals.
- Overall trend: Rental growth across most PCL areas is outpacing sales, fuelled by corporate relocations, international students, and tight supply.
Winkworth’s View
Prime Central London isn’t one market — it’s many. These figures show why buyers, sellers, and landlords alike need a hyper-local approach. For investors, surging rental values in areas like Knightsbridge and Marylebone are hard to ignore. For buyers, softer sales prices in Fitzrovia may present a rare entry point into a vibrant neighbourhood.
Whether you’re buying, selling, or letting in Prime Central London, Winkworth’s local expertise can help you navigate these micro-markets and make the most informed decision.
