Long associated with aristocratic tradition, St James’s is entering a new chapter as major redevelopment projects transform a historic corner of central London. Head of The Buying Solution Will Watson discusses the appeal of the area with journalist Paul Carey at UAE newspaper The National
While known for its royal palaces and gentlemen’s clubs, St James’s has a more low-key history of innovation, including housing what is considered London’s first skyscraper. That building, the Grade I-listed 55 Broadway above St James’s Park station, is now being redeveloped by Blue Orchid Hotels into a luxury hotel designed by the architects behind The Ned and The Old War Office.
The project forms part of a trio of nearby redevelopments – alongside The Broadway and 102 Petty France – that are revitalising the district between Victoria and Westminster and helping it emerge from the shadow of neighbouring Mayfair. Will Watson explains more about St James’s appeal and the property prices it commands.
Ahead of International Women’s Day on 8th March 2026, our Partner Toto Lambert joined senior women across the property sector to reflect on the pivotal moments that shaped their careers – for this article in PrimeResi
Rather than offering platitudes, female industry leaders shared the messy, uncertain decisions, risks and unexpected opportunities that influenced their paths. Our London specialist Toto joined contributors from agency, development, design, finance and advisory as they described inflection points ranging from dramatic turning moments to subtle shifts.
“The moment that truly transformed my career was, paradoxically, the moment I chose to step back… That pause ultimately led me into buying agency and where I am today,” explains Toto, adding: “I’m now part of a team that not only champions individuality but actively celebrates it.”
Head of The Buying Solution, Will Watson, has decades of experience navigating London’s property market at its highest levels, having held senior roles on the selling side before moving into buying. Here he shares what he has learnt about trust, success and managing risk
There is no such thing as a ‘perfect’ market
I cannot recall a more unpredictable market than the one we find ourselves navigating today. Domestic politics feels unusually fluid, global events continue to shock, and the six-month outlook is unclear – let alone the five-year view. Even the near-term leadership of the country appears uncertain.
In my experience, property decisions, at their best, aren’t driven by forecasts or speculation. They’re made based on your personal circumstances: your life, your priorities, and your timing. That has rarely felt more relevant.
We appear to be bouncing along the bottom of the market, but cycles always turn. Consider the discussion around non-dom taxation. Italy’s flat annual regime has already drawn buyers to Milan, though many would have preferred to remain in London. Were a comparable policy introduced here, it would materially alter sentiment. For now, however, London presents unusually compelling value for domestic buyers with a medium-to long-term view. In some instances, properties are transacting at up to 50% below their listed price from just two years ago.
Writing at the tail-end of Winter, the market is seasonally quieter, and transaction volumes are lighter – but deals are still being done. In fact, we’re notably busy. Our clients recognise that thinner competition before the Spring market gains momentum offers a strategic window. Particularly where sellers who failed to secure a buyer in 2025 have become more pragmatic.
Ultimately, buying property is less about reacting to headlines and more about recognising when your own circumstances align with opportunity.
The best property isn’t about price per square foot
It is easy to get fixated on numbers and what you feel you should be paying per square foot. But comparable data is just a guide and, more often than not, it doesn’t give the full picture of a property. A truly special house is hard to repeat and rare to trade; we may only see its like once every few years at best. Therefore, if you find a property that you really want and you are trying to be too clever on pricing, someone will likely beat you to it – and you might never get that opportunity again.
One of my longest-standing clients, a seasoned international buyer with properties around the world, once told me his strategy. He buys the best available asset when he needs it. That might mean a one-bedroom apartment in Chelsea for a child at £2m, or a detached family house in Holland Park for £30m+. The price point is secondary, the quality is not.
He has never been preoccupied with pounds per square foot or comparable evidence. By focusing instead on rarity and quality, those acquisitions have consistently proven to be exceptional homes, as well as a reliable store of wealth. He is frequently approached about selling one of his properties, as demand remains strong for the best, despite the unpredictability of the current market.
He summed it to me up perfectly: “We’ll buy what we need to buy, and we’ll pay what we need to pay – if it’s rare.”It is advice I’ve carried ever since. Focus on the unique, the hard-to-repeat, and the rest usually takes care of itself. After all, whether it’s property, a car, a watch, or any rare asset, scarcity ensures there is always a buyer.
You can’t eliminate risk, but you can control it
Almost every buyer worries about overpaying. No one wants to complete on a house only to discover six months later that it might have been secured for 10% less. Yet waiting doesn’t guarantee a better deal. After all, a positive political shift or a surge in the market could just as easily result in you paying 10% more – and finding the right property will often take longer than you think.
I always remind my clients that we want to buy from someone that genuinely wants – or needs – to sell. Much of the prime market is made up of discretionary sellers with inflated expectations. As a result, agreeing sensible terms can be protracted or even unworkable, or simply take longer than most of our clients’ search windows allow. This is particularly true at the higher price points in both the London and countryside markets.
There are also practical risks to weigh. You may buy an immaculate turnkey home to avoid the disruption of building work, only for a neighbour to start a major three-year renovation. In Central London, almost every street has at least one ongoing project, so the risk is real. Our role is to conduct thorough due diligence – not only on the property itself, but on the immediate surroundings, neighbouring ownership and any pending planning applications – so that disruption is assessed before contracts are exchanged, not afterwards.
Security is another consideration. Headlines can be alarmist, but London hasn’t emptied out; rather, security has become part of the brief. Beyond aesthetics, we assess infrastructure – plumbing, electrics, access points – and, where appropriate, bring in specialist advisers to evaluate risk properly. The aim is proportionate protection, giving you peace of mind without letting fear drive your choices.
In short, concerns about overpaying, noisy neighbours and security are justified, but none are deal-breakers if you are well informed. That’s what separates a cautious buyer from a confident one.
Integrity is the real measure of success
The first transaction I completed as a buying agent was in Marylebone – an area I didn’t know well at the time.
The client came to me through a professional contact. He was renting locally and wanted to buy a house nearby. I was candid: I had not yet bought in Marylebone, but I knew exactly what made an exceptional house and I promised him my full focus. That honesty mattered. He trusted me, and I secured him a remarkable house just off Marylebone High Street, complete with a rare roof terrace. He is still there today – and over the years, he has become a friend and introduced me to many of his contacts who have become clients over the years.
Honesty, integrity and truthfulness aren’t buzzwords; they have guided me from day one, and are central to everything I do. The emphasis is not on completing transactions for their own sake, but on protecting our clients’ interests – we take that responsibility very seriously and have little tolerance for market noise, poor instructions and chronic overpricing.
I represent my clients as I would family or close friends. Success, for me, is not about money, off-market deals, or outmanoeuvring another buyer, it is measured by finding the house they have been dreaming of at a price they are comfortable with and knowing that we made that possible for them.
November’s IT breach across three prime London authorities continues to cause problems across the property sector, reports Prime Resi. Our London Partner, Philip Eastwood, is among the capital’s top property brokers, lawyers and developers sharing his insight with the journal.
The breach – affecting IT systems in the Royal Borough of Kensington and Chelsea, Westminster, City Council and the London Borough of Hammersmith and Fulham – left planning portals and local authority search systems inaccessible, and its impact continues to be felt across the industry.
Philip discusses the knock-on effects while urging that while it is “certainly a very irritating fly in the ointment,” there are still plenty of deals to be done.
With 3.6 million people aged between 20 and 24 still living with their parents in the UK, often due to financial strain, growing numbers of parents require their home to comfortably accommodate their adult children, reports Melissa York in The Sunday Times Magazine. Our Head of the Cotswolds Harry Gladwin shares his insight on the trend in his region.
Our Partner and Cotswolds buying agent, Harry Gladwin, speaks to The Sunday Times Magazine about the impact of multigenerational living on property searches in the Cotswolds region. In particular, he identifies a movement towards substantial independent secondary accommodation, rather than simply an annexe.
The Cotswolds has become almost as well known for its famous residents as for its beautiful honey-stoned buildings and bucolic countryside. The arrival of a celebrity in a village – here and elsewhere – and the added security and heightened media interest that inevitably follows, often causes a stir, reports Arabella Youens in The Telegraph. Yet, a famous neighbour can bring far more to an area than just designer wellies, shares our Head of the Cotswolds Harry Gladwin.
Sarah Frances Kelley for The Buying Solution
From Jeremy Clarkson to DJ Calvin Harris, the rumoured arrival of Beyonce and Jay Z, even the recent visit by US Vice President JD Vance; the Cotswolds has become a magnet for the rich and famous. Yet our Partner and Cotswolds Buying Agent, Harry Gladwin, explains in this report in The Telegraph that the long-established culture of discretion among locals has made this a very welcoming place for famous residents and visitors, and their positive impact shouldn’t be ignored.
Free from the shackles of a five-day-a-week commute, it’s possible to enjoy all the benefits of truly rural living while remaining within reach of London. Hampshire, Wiltshire and Somerset offer an outstanding lifestyle and excellent value for money, and there has never been a better time to buy, writes Mark Lawson, our Partner in the Southern Counties and specialist in High Value Residential and Rural Estates.
When the London commute is required only two or three days a week, buyers seeking a genuinely rural lifestyle can look well beyond the traditional commuter belts. In Hampshire, Wiltshire and Somerset, it is possible to enjoy peace, space and excellent value for money, while still being able to reach London for work with relative ease – and this is precisely the time of year to start your search.
I live near Marlborough in Wiltshire, and people commute from here into London every day. Wiltshire was recently described by The Times as ‘England’s most underrated county’, praised for its ‘astonishing countryside’ and strong ‘feelgood factor’. I couldn’t agree more. It feels markedly different from the traditional commuter belt, which can be increasingly busy and noisy – and that difference is precisely its appeal.
Venture a little further west into Hampshire, Wiltshire and Somerset and you’ll find vast stretches of unspoilt countryside, secluded villages, wonderful long walks and a noticeably slower weekend pace. For me, as both a buying agent and a Wiltshire local, the appeal of this region is the peaceful, relaxed way of life that it offers. People are more rural at heart here; it is less transient and international, and far more rooted in community and permanence.
For hybrid workers, typically based at home on Mondays and Fridays, the dreaded Friday commute has largely disappeared. Here, you can close your laptop at six o’clock and be in the local pub, out riding across open countryside, or on your way to the coast within half an hour. Equally, there’s no need to begin the week with a ghastly 6am Monday alarm to catch the commuter train; a slightly longer journey on a Tuesday feels altogether more manageable.
Is 2026 a good time to consider a move to Hampshire, Wiltshire or Somerset?
When commuting only two or three days a week, extending journey times to an hour and a half – or even two hours – feels more comfortable. Naturally, the further you travel from London, the more property you get for your money.
This is also the time of year when we begin to hear about new opportunities, and we aim to get our clients in to see these as early as possible, often before anyone else. Around 70% of what we buy is secured off-market or pre-market, making expert representation an excellent return on investment.
Interestingly, this year we are seeing a significant amount of stock that we were aware of last year now being prepared for launch at lower price points. As a result, these properties are likely to come to market earlier than entirely new stock.
Given that very little sold above £3 million last year in Dorset, South Wiltshire and South Somerset, there are certainly good opportunities to be found – provided you can identify a sensible vendor and, most importantly, the right location to suit your lifestyle.
The appeal of Cranbourne Chase and surrounding areas
The area surrounding the Cranbourne Chase National Landscape, which spans Dorset, Hampshire and Wiltshire, offers some of the most beautiful unspoiled rural countryside in the region. Characterised by rolling chalk downs, ancient woodland and peaceful landscapes, it is ideal for walking, cycling, riding and a wide range of outdoor pursuits. The beautiful Dorset coast is just an hour away.
The charming village of Tollard Royal is home to an equestrian centre, the recently refurbished King John pub, the well-regarded independent day and boarding prep school Sandroyd School, and the Grade II-listed Victorian pleasure grounds at Larmer Tree Gardens. Nearby Tisbury has its own railway station with direct services to London Waterloo, typically running hourly and taking between 1 hour 45 minutes and 2 hours.
The nearby town of Shaftesbury known for its notable cobbled hill and independent shops and the highly regarded Port Regis Prep School, is also a popular choice. Bryanston School in Blandford Forum, along with Hanford Prep and Clayesmore School also provide excellent independent education options for families in the area.
The countryside around Salisbury is equally attractive and Salisbury station offers strong commuting links to central London, with frequent direct trains to London Waterloo taking between 1 hour 20 minutes and 1 hour 40 minutes.
A farmhouse that has been extended or expanded with around 20 acres of land, a pool, a court and a cottage would typically be priced in the region of £3-4 million. There is a good mix of properties that have already been developed and those that remain untouched, so we’re always trying to find the gem with potential that aligns with how much work a buyer is willing to undertake.
The sustained popularity of Bruton and Frome
North west of Cranborne Chase, the area around Bruton and Frome continues to rival the Cotswolds in terms of popularity, yet retains a distinctly more understated character, which I believe is a key part of its appeal.
Soho House opened its first rural retreat, Babington House, in Frome in 1998, paving the way for a wave of luxury openings in the years that followed. Hauser & Wirth launched their Somerset gallery in 2014, followed by the arrival of The Newt luxury hotel and estate in 2019. That same year saw the opening of Bruton’s Osip restaurant, which went on to receive a Michelin star in 2021, and last year marked the launch of Osip 2.0, its new farm-to-table restaurant. Bruton was recently described by Condé Nast Traveller as “the coolest town in the UK.”
Despite this, these pockets of quiet luxury remain firmly rooted in beautiful countryside, with slower paced villages and market towns, proper local pubs and the reassuring presence of mucky tractors and weathered barns.
There are some direct train services to London Waterloo from Bruton, although most people tend to drive or connect via stations such as Westbury or Castle Cary. Trains from Frome to London Paddington take from 1 hour 30 minutes. The A303 is also easily accessible, providing a convenient route east to London and west towards Devon.
The area is well served by a number of highly-regarded independent day and boarding schools, including Kings’ Bruton and Springmead School near Frome.
Why Sherborne and Templecombe offer both fantastic properties and lifestyle
I particularly love the countryside south of Bruton around Sherborne and Templecombe with its gentle rolling hills and attractive villages. London commuters are well served by both Sherborne and Templecombe stations with offer direct train services to London Waterloo, while families are drawn to Sherborne’s highly regarded prep, girls’ and boys’ schools.
A particular appeal of this area is its strong selection of high-quality properties. Almost every village features a farmhouse or manor house, along with an excellent Georgian house or rectory.
Navigating the current property market in South West England
There is currently limited stock in the South West within the £2–10 million bracket, while a significant volume of off-market property exists above £10 million. A particularly attractive house with 50-100 acres would typically be priced at £7-10 million.
We maintain close relationships with local selling agents, as well as our extensive network of professional contacts who are aware of which properties are likely to come to market and can secure early introductions.
Sellers at this level are often highly discretionary and it’s not unusual for them to seek prices well above true market value. This is why engaging a buying agent offers the best chance of securing an exceptional property at a fair price; we are able to advise on value and negotiate on your behalf.
Most importantly, we’re not selling anything. We guide our clients not only to exceptional properties but to the dream lifestyles that accompany them.
Mark Lawson MRICS is our Partner in the Southern Counties and a specialist in High Value Residential and Rural Estates.
Despite reports that Tom Cruise has left his London home over security fears, Spear’s magazine suggests that rising crime in the capital is not prompting a mass exodus. Instead, it is influencing how buyers in London’s wealthiest postcodes assess both property and personal security when choosing a home. Featuring insight from our London Partner, Philip Eastwood.
Exclusive Central London homes close to Regent’s Park.
Whether prioritising homes on secure streets or collectively funding private security, crime levels in London are influencing high-value property searches, reports Christian Maddock in Spear’s magazine. Featuring insight from our highly experienced Partner and London specialist, Philip Eastwood, the report explores why rising crime rates in the capital are prompting HNWs to seek enhanced security options rather than leave the city altogether.
Equestrian sport is on the rise. Participation in riding in the UK has risen to 3.2 million in the last 12 months, while the equestrian industry generates £1.2 billion in annual social value, according to new research by British Equestrian.Nonetheless, it’s a sector that isn’t immune to wider economic factors which impact the whole market; from families looking for a home with paddocks, to professional riders searching for specialist facilities.Katherine Watters, our equestrian specialist and Partner in the Southern Home Counties, identifies the dominant trends she expects to see influencing the UK’s equestrian property market in 2026.
Higher livery costs will continue to impact demand
As the cost of livery has risen sharply so, too, has the demand for equestrian properties and I expect to see that continue throughout 2026.
You can now expect to pay anything up to £1,500 a month for full competition livery on a yard with comprehensive facilities; a significant cost, particularly if you have more than one horse. Many yards have stopped offering DIY or assisted DIY/part livery as they have found that it is simply not viable from a cost perspective.
The reason for this price rise is two-fold. The industry has long relied on low-paid, often cash-in-hand labour, but new rules ensuring proper contracts, benefits and working conditions have significantly increased staffing costs. The cost of hay this year has also gone through the roof, as a result of drought conditions earlier in the year reducing crop yields, and increasing production costs.
Two recent clients took a long-term view and combined their home with private facilities, employing their own staff rather than paying escalating livery bills. One had dreamed of seeing her horses from the kitchen window – now she finds it genuinely more cost-effective to keep her own yard.
More property decisions will hinge on geography and planning
2026 will see no change in the enduring core geographical hotspots for each discipline. A lot of event riders, professionals and owners choose the M40 corridor as a geographical base for its access around the country. While the polo fraternity often focus their attentions around Ascot and Windsor in Berkshire for Guards Polo Club, or the Midhurst area in West Sussex for the annual Gold Cup season held at Cowdray Park.
The areas around Lambourn in Berkshire and Newmarket in Suffolk remain the heart of UK racing, where many trainers favour the topography for both training facilities and stud farms.
Dressage riders are more geographically dispersed and I am seeing them increasingly follow the European norm of requiring an indoor school with full facilities. Yet exceptional houses with equally strong equestrian facilities are extremely rare. So as more people consider building their own, I expect that in 2026 we will see search priorities shifting from location to planning feasibility.
It’s important to remember, however, that equestrian planning is complex and local councils – especially those with a National Park – rarely favour large-scale development. This is why it’s vital to work with a specialised planning expert who can assess existing facilities, outbuildings, agricultural ties and land use, to fully understand long-term potential. I work with an excellent independent planning consultant who can identify required changes of use and plan facilities that meet Local Policy Frameworks.
Access to UK ports has long been important to professional riders and in 2026 we will see this becoming increasingly significant for serious amateurs, with all disciplines benefiting from strong European circuits and prize money.
We will continue to see cyclical demand, particularly in the rental market
The British Eventing circuit runs from March through to the end of October and is considered one of the best in the world, thanks to our renowned Badminton and Burghley 5-star events.
I am often contacted by riders or their Federations seeking a UK base to buy or rent for three- to four-year cycles while campaigning for Olympic or World Equestrian Games selection, and I expect to see this cyclical demand continuing throughout 2026.
The polo fraternity also used to be quite cyclical. Yet with rising travel costs, many patrons now seek permanent UK bases and winter their ponies here, rather than moving teams of up to 100 horses and 25 grooms between tours. I expect to see this becoming ever-more popular in areas like Sussex and Surrey where it can be a significant six-month income stream for landowners.
Rising investment in the equestrian sector will filter down
Investment in equestrian competition in the UK is increasing and I expect that it will only continue to climb throughout 2026. We are seeing evermore significant sponsorship deals of the most prestigious showgrounds and events filtering through the sector. The BBC has started to put equestrian sports back on their mainstream schedule now, too; proof of increasing popularity and interest. If you ask any equestrian enthusiast, it was never Christmas until Olympia was on the television!
I also expect to see a continued rise in interest in UK breeding, building on the record-breaking sport horse auction sales and growing demand from wealthy global investors, particularly in the high-end market.
The Brilliance Auction, Breen Equestrian and the Billy Stud auctions have secured Britain’s place on the global sport horse auction map.
We will see a growing demand for legacy properties
Equestrian property continues to be a smart long-term investment and throughout 2026 I expect to see more buyers creating legacy establishments, especially in breeding.
The key factors in legacy value are those you cannot change: location and access. Even horsebox size can determine viability – country lanes, overhanging trees, gate widths and turning circles all matter. The tiniest details have to be carefully considered.
Land quality, facilities, infrastructure, potential for expansion and adaptability, as well as legal and financial due diligence also remain key.
There will be even greater need for specialist guidance
With ever more complexities in the market and a limited supply of best-in-class opportunities, having impartial, expert guidance for buyers will be more important than ever in 2026.
For many, equestrian terminology can feel like a foreign language, which is why it’s vital to have a specialist who can decipher the nuances of each discipline and the distinctly different facilities that it requires.
It’s also important to be aware that many of the finest equestrian properties are sold off market, or at least access is private. In close-knit areas, properties often change hands behind closed doors, making it crucial to have specialist representation to help you to infiltrate those circles.
While there are some excellent selling agents specialising in equestrian properties, there remain very few buying agents with the required depth or breadth of knowledge. I’ve been around horses all my life – from Pony Club to owning horses competing at the World Equestrian Games, Badminton and Burghley, and time based in professional yards with Olympic riders. Having worked with and helped many riders, owners and patrons, as well as national federations, I have a comprehensive understanding of both private and commercial set-ups and the nuances of each.
Ultimately, equestrian purchases are about more than facilities: they are about the quiet solitude of time with horses. As Churchill said, “There is something about the outside of a horse that is good for the inside of a man.”
Katherine Watters is our equestrian expert and specialist Partner for the Southern Home Counties
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As a new report suggests that the typical life aspiration of a forever home is losing its relevance, our Partner and Head of the Cotswolds, Harry Gladwin, speaks to Annabel Dixon at Country Life about what’s causing this shift among younger generations.
As broader economic factors have made it harder then ever to secure a dream family home, new research from Zoopla suggests that growing numbers of young homeowners prioritise flexibility and renovation potential over permanence. In this feature in Country Life magazine, Harry shares his insight on people reassessing their ‘forever home’ earlier in life and why buyers value the option to move.
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