In the post-COVID world of 2025, the movement of wealth and people is more dynamic than ever. For the Ultra-High-Net-Worth individual, this is a new era of property investment and lifestyle choices. At Nota Bene, we are witnessing this evolution firsthand via our UHNW client base and insight into where they are choosing to reside. The pandemic years prompted a shift in the world’s wealthiest individuals, whose priorities became space, quality of life, and safety. In 2025, we are now seeing the results of these driving forces.
UHNW buyers are purchasing ultra-prime properties in destinations such as St. Tropez, Costa Smeralda, and Lake Como, using them as bases for a significant portion of the year. This shift has extended the “season” and cemented the value of properties in desirable locations.
Today’s ultra-prime property investor considers lifestyle to be an asset. They seek inroads to top-tier schools and universities, as well as ample outdoor space, proximity to nature, wellness elements, and access to art and culture. The most sought-after locations are those that offer a well-balanced experience characterised by quality of life.
Wealthy buyers are also attracted to areas that offer favourable tax regimes and respite from political uncertainty—a key factor in driving wealth flow.
Despite the pull for trophy investments, the demand for privacy is unprecedented, as UHNW individuals face greater exposure and scrutiny than ever before. We have witnessed an uptick in off-market deals, where properties are so rare and special that they are never publicly listed, but are shared with only a select few.
Our role is not that of a traditional estate agent, but a dedicated buyer solution. We are not here to market other people’s properties, but to do the very best for our clients. This is the reason we charge fees—to ensure we remain a trusted, objective partner in the search for all that is extraordinary and hard to reach.
The Nota Bene brand is underpinned by granular knowledge that cannot be replicated. This includes an understanding of not just the market, but the micro specifics of plot size, a property’s orientation, due diligence, and the usable space behind floor plans. These are the small details that represent true professionalism. We go everywhere and see everything firsthand, tirelessly studying our focus markets across the western hemisphere, including Europe, the United Kingdom, parts of North America, and the Caribbean. Below, we share some of our most requested destinations for ultra-prime residential real estate in these areas.
Monaco
The sovereign city-state of Monaco continues to attract the uber-wealthy with its combination of financial and lifestyle benefits. There is no personal income or capital gains tax, nor any property tax, except for a nominal 1% charge on annual rentals. Beyond these favourable tax laws, Monaco benefits from virtually non-existent crime, a beautiful Mediterranean climate, exclusive shopping, a world-class culinary scene, glamorous beach clubs, an exclusive yacht harbour, and the legendary Monte Carlo casino. Residents have easy access to the French Riviera and can drive into Italy in less than an hour. A choice of excellent international schools and top-notch fitness and wellness facilities further solidifies Monaco’s status as a premier destination for the ultra-wealthy buyer.
Milan & Lake Como
A golden age is currently underway for Italy’s real estate market, thanks to its unique flat tax regime, which allows new residents to pay a rate of €200,000 per year on worldwide income and exempts them from inheritance tax liability.
Milan, and the western side of Lake Como, closest to the city, are experiencing a surge in demand, especially from North Americans seeking Italian residency. Lake Como’s prices have soared over the past five years, driven by the country’s tax benefits and its undisputed lifestyle appeal. The cosmopolitan city of Milan is renowned for its exceptional hotels, restaurants, private clubs, and internationally acclaimed art galleries, while the lake is all about breathtaking scenery and a certain degree of exclusivity. Its proximity to Lake Como, Portofino, and St Moritz, combined with easy access to two major airports, makes Milan an exceptionally desirable choice.
Florence
Florence’s top-end property prices remain robust with limited supply for UHNW buyers seeking prestigious finds in its historic centre and surrounding hillsides. This jewel-like Renaissance city, rich with art and history, also boasts top-calibre international schools. The exclusive Pian dei Giullari neighbourhood has restored farmhouses and villas with stunning views, while Campo di Marte boasts palatial villas with extensive grounds. Another key attraction is its proximity to the ocean and fashionable beach resorts, such as Forte dei Marmi, as well as the stunning countryside of Tuscany.
Costa Smeralda
Sardinia’s Costa Smeralda is one of Italy’s most prestigious and established areas, dominated by staggeringly high prices for the best properties. Demand is driven by international buyers willing to pay eye-watering premiums for frontline sea-facing villas, yet supply remains extremely low. Earlier this year, a trophy estate on the Romazzino waterfront sold for €160 million, a testament to the area’s enduring appeal.
Lisbon
Lisbon has solidified its status as a top-tier destination for wealthy investors seeking a great, family-friendly lifestyle, international schools, and a safe, trouble-free environment. The city benefits from proximity to both the countryside and the ocean, and several upscale new development projects are currently under construction. A significant number of North American, French, and British expats are chasing the best properties both in the city and in the exclusive beach and countryside regions of Comporta and Melides, an hour-and-a-half drive to the south. Restored heritage buildings in prime areas are particularly sought after in Portugal’s capital. With a thriving arts scene, excellent restaurants, a mild climate, and good connections throughout Europe, Lisbon ticks all the right boxes.
Paris
Despite precarious political climes, Paris’s prime real estate remains popular, particularly with American investors. The city has a limited supply of super-prime listings and consistently high demand, so most properties sell at the asking price and often privately. Homes with terraces or gardens are particularly appealing, and views of the river or the Eiffel Tower add significant premiums. Most of the city’s highest-value properties are located in the 7th, 8th, or 16th arrondissements, with a substantial number of transactions taking place off-market.
St Tropez
Post-COVID, seasonality has become a thing of the past in St Tropez. Buyers are now purchasing ultra-prime second homes and working remotely for part of the year. The town continues to attract wealthy buyers with its unwavering joie de vivre, and of course, the glamour factor. Properties in Le Capon, Ramatuelle, and Les Parcs de Saint Tropez are the most sought-after, often negotiated off-market. Here, the area of land, size of the house, and orientation are the determining factors, with front-line, ocean-facing homes commanding the highest prices. With a small inventory and high demand, buyers often wait years for the right home.
Provence & The French Riviera
With increased flexibility from French banks, the appetite for purchasing property in Provence has grown among overseas investors. Buyers are seeking homes around the Luberon and Alpilles, attracted by the magnificent rural countryside and the cultural regeneration underway. On the French Riviera, international investors are back, with 2025 and 2026 predicted to be a year of regional growth and recovery. Buyers seek the region’s finest ocean-facing villas against a backdrop of glamour, jet-set harbours, and international schools. The most popular areas are the two caps: Cap-Ferrat and Cap d’Antibes.
London & English Countryside
London’s top property market has been adversely affected by some of the new Labour government’s policies, as well as the increase in stamp duty. However, this has created a buyer’s market with great opportunities for those who receive careful guidance and sound advice. London offers access to some of the world’s finest education, art, and exclusive clubs, and its most sought-after neighbourhoods will continue to be a magnet for the UHNW market. The most popular properties continue to be wide, low-built houses with gardens in the top postcodes of west and southwest London, as well as new, fully serviced apartment developments. In the UK countryside, stately homes, Queen Anne, and Georgian mansions in the top counties of Oxfordshire, Berkshire, Hampshire, and Gloucestershire will always remain in demand, as will properties within Areas of Outstanding Natural Beauty (AONB) within easy reach of London.
Madrid
Demand for ultra-prime property in Madrid is solid and highly sought after by foreign investors, with the top areas being Recoletos, Salamanca, Chamberí, and Retiro. Madrid provides excellent international schools and an enviable quality of life. Yet, with low supply continuing to fuel rising property prices, the city is now one of the top five most desirable destinations among the super-wealthy.
The Adria Region
Our most recent focus is on the Adria region, where top-level investors are seeking savvy opportunities. For example, a development on an island off the coast of Albania, with which Jared Kushner is involved, is a market we are carefully studying for international purchasers.
St Barths
St Barths has long been a favourite among the international cognoscenti who flock to its beautiful beaches during high season. The island’s favourable tax regime attracts investors wishing to join an upscale demographic that values exclusivity and security above all else. The market is stable, with the very best locations commanding the highest prices of any Caribbean island.
Mustique
The privately owned island of Mustique has a unique setup, with a single management company handling all real estate. The island has a limited number of houses, and purchase opportunities are rare and often under the radar. Those who do invest are rewarded with verdant hills, hideaway beaches, a “clubby” community, and all the amenities of a world-class private resort.
Barbuda
Our new hotspot is Barbuda, the tiny pink-sand beach island off the coast of Antigua. A development of gorgeous beachfront homes and a boutique hotel is currently under construction, attracting some illustrious buyer names and marking it as a rising star.
Conclusion
Movement is greater than at any time we can recall, and with it, the UHNW real estate market is undergoing a transformation. The key to navigating this dynamic landscape is microknowledge, which can only be gained by being on the ground and seeing every detail firsthand.
We do not follow trends at Nota Bene. Yet, we observe, analyse, and anticipate them to provide the insight and expertise required to secure the world’s most exceptional and rare homes. Ultra-prime real estate isn’t straightforward, but with the proper guidance, the opportunities are endless.