The definition of ‘prime’ property is widely debated and we are often asked to explain this as a simplistic cut off value. However, the answer is never that simple.

Today, we define prime property as the “most desirable and aspirational property by reference to location, standards of accommodation, aesthetics and value.” Looking back, it’s reassuring to note that this definition has not changed since we first discussed the issue 25 years ago.

Interview with Sophie Chick

Key facts:

Job title: Associate

Specialisation: Prime UK Market

Years at Savills: 4

About Sophie: I had just turned two when this article was written and find it fascinating to examine the changes in the property market. This interest, accompanied by my love of numbers because of my science background, enabled me to fit right in when I joined the team in 2010.

Q How has Prime London changed over the past 25 years?

A Prime London has seen considerable expansion. It has grown organically down to the south west and up to the north and has extended eastwards along the banks of the Thames, propelled by regeneration.

Q Are there any new ‘Ultra Prime’ locations?

A All the ‘Prime Alternatives’ have now arrived, along with St John’s Wood and the Boltons. The biggest rise up the rankings is Notting Hill, which wasn’t even on our radar in 1989.

Q Where will the next prime areas be?

A Many of the ‘Never Prime’ locations listed are on the verge of achieving prime status. To spot new potential prime areas, look for ‘novel’ like the new fashionable area of Brixton, ‘new’ like the regenerated Kings Cross and ‘next door’ like Bloomsbury.

Click the below image to enlarge

Taken from
25 Years of Savills Residential Research (1989 - 2014)