The face of luxury real estate is changing. In 2025, the profile of high-end buyers in France—and globally—is shifting dramatically. While traditional elites such as old-money families and celebrities are still active, new forces are reshaping the top of the market.
Younger, Digital, and Ultra-Wealthy
The average age of luxury buyers in France has dropped below 50, with many deals now driven by self-made millionaires in their 30s. These new entrants often come from the digital economy: startup founders, crypto investors, content creators, and direct-to-consumer brand owners. They seek connected, sustainable homes that tell a story—whether it’s a smart villa on the Riviera or a historic château with a modern twist.
A Resurgence of International Demand
After a brief slowdown during the pandemic, international buyers are returning in force. Americans are leading the charge, looking to diversify assets amid inflation and tax concerns at home. Chinese and Singaporean investors are also active, favoring symbolic properties in Paris, Cannes, and Megève as status symbols.
Breakdown of foreign luxury buyers in France (2025):
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French: 42%
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Americans: 22%
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Chinese & Singaporeans: 14%
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Middle East (Qatar, UAE, Saudi Arabia): 12%
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Other European: 10%
Wealth from Tech, Health, and AI
Many of 2025’s high-end buyers have made fortunes in AI, biotech, and greentech. They are converting volatile digital wealth into solid, tangible real estate assets. Across the Alps and the Riviera, ultra-modern villas are being tailored to these clients—complete with high-security home offices and even built-in medical quarantine zones.
The Return of Traditional European Families
Wealthy families from France, Belgium, and Switzerland are also making a comeback, often motivated by estate planning and new 2025 tax incentives. These buyers target heritage properties—historic mansions, Left Bank townhouses, and grand estates—with a focus on transmission and legacy.
Where the Money’s Going
Paris remains the flagship destination, but demand is spreading to other regions:
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Paris: 35%
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Côte d’Azur: 25%
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French Alps (Megève, Chamonix, Val d’Isère): 15%
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Bordeaux & Biarritz: 10%
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Provence & Lubéron: 8%
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Others: 7%
What Buyers Expect in 2025
Today’s luxury buyers are informed, demanding, and selective. Their top priorities include:
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Energy efficiency (A-rated only)
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Security & privacy (private guards, smart tech, helipads)
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Unique design & heritage (architect-designed villas, historic conversions)
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Access to elite services (private chefs, bespoke clinics, 24/7 concierge)
Prices on the Rise
Luxury real estate remains a safe haven. In 2025, prices in the high-end segment are forecast to rise by +6.3%, outpacing the broader market (+1.2%). Since 2019, the average price per sqm in this segment has increased by nearly 40%.
In short: today’s luxury buyers are younger, more global, and more strategic than ever before. Real estate remains king—but only if it’s exceptional.
