Inside Sydney’s Ultra-Luxury Property Market: What’s Driving Demand in 2025
Simon Cohen, one of Australia’s top luxury property buyers, discusses the growing appeal of family homes, the rise of technology in high-end properties, and the neighbourhoods to dominate Sydney’s ultra-luxury market this year.
2 min
Q: Simon, what major trends do you think will shape Sydney’s ultra-luxury property market in 2025?
A: One of the most significant trends is the growing interest in family homes. People are increasingly looking at luxury homes not only as great places to live but also as sound investments. The demand for spacious properties, especially those catering to multi-generational living, will only grow in 2025.
Q: Do you think the preferences of luxury property buyers have evolved over the past few years?
A: Absolutely. Luxury property buyers today are far more discerning. While investment potential is still important, there’s been a noticeable shift towards a home prioritising lifestyle. Buyers are seeking properties that offer a balance of functionality and indulgence, a change from years past when location alone was often the deciding factor.
Q: What about the types of properties people are purchasing? Are buyers prioritising investment properties or homes to live in?
A: The trend is definitely leaning more towards family homes as primary residences rather than purely investment properties. Buyers are looking for homes that suit their needs now but also offer long-term value, both financially and in terms of lifestyle.
Last year, we saw this with the sale of Elaine, a historic mansion in Point Piper, which sold for $130 million, matching the national record. This was a prime example of a property that combines heritage, luxury, and the appeal of family living. Another noteworthy transaction was Rockleigh, also in Point Piper, which sold for $85 million.
Q: Are there any areas in Sydney that will gain prominence in the ultra-luxury market next year?
A: Suburbs like Vaucluse, Bellevue Hill, and Mosman continue to dominate the ultra-luxury market, but I think areas like Woollahra are gaining even more prominence. These neighbourhoods combine prestige with accessibility, and they’re becoming increasingly sought after by affluent buyers.
Q: What features or amenities are non-negotiable for buyers in the ultra-luxury market?
A: Quality is everything in this market. Buyers expect premium finishes and high-end features, such as smart home technology, custom-designed interiors, and amenities like home cinemas, temperature-controlled wine cellars, and private gyms. However, simplicity in technology is key. Buyers want features like automated curtains or heated floors, with a focus on ease of use.
Q: Since you founded Cohen Handler in 2009, what has been the most significant change in the luxury property market?
A: The biggest change is the sheer scale of what buyers are willing to spend. In 2009, we thought we’d seen big numbers, but those pale compared to today. The level of competition and the international interest in Sydney’s luxury market have driven prices to unprecedented levels.
Q: If you could give one piece of advice to someone looking to invest in the luxury property market in Sydney in 2025, what would it be?
A: Do your homework and seek expert advice. In this market, there’s a right purchase and a wrong purchase, and the difference could mean tens of millions of dollars. Knowing what you’re buying and understanding the potential value is absolutely critical.
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Hospitality entrepreneurs Bruce and Chyka Keebaugh have set a new price benchmark for apartment living in Richmond with their purchase of a Carmine House penthouse.
2 min
Leading Australian development manager Fortis has secured a landmark off-the-plan sale at Richmond Square, with high-profile hospitality entrepreneurs Bruce and Chyka Keebaugh purchasing a 550sqm penthouse residence in Carmine House, establishing a new price benchmark for apartment living in Richmond.
The purchase underscores the continued demand for premium, amenity-rich residences in Melbourne’s inner east.
The transaction marks a significant milestone for the $330 million mixed-use precinct, reinforcing buyer appetite for integrated, lifestyle-led developments.
Richmond Square comprises two residential offerings – Carmine House and Wiltshire House – alongside a 57-room boutique hotel, strata office space and a curated mix of retail and lifestyle operators.
As part of Carmine House, residents have access to hotel-style amenities and services, including concierge, housekeeping, dry cleaning and in-residence food and beverage delivery.
Best known for building The Big Group into one of Australia’s leading luxury hospitality and events businesses, the Keebaughs were drawn to the precinct’s integrated lifestyle offering and its proximity to Melbourne’s hospitality, cultural and sporting precincts, while remaining well connected to the Mornington Peninsula, where they spend much of their time.
As well, Chyka is well known to Australian audiences as one of the original stars of The Real Housewives of Melbourne, appearing across three seasons of the hit reality series.
Alongside her business ventures with Bruce, she has built a public profile as a lifestyle authority, authoring two books on home and entertaining, Chyka Home and Chyka Celebrate.
“We weren’t simply looking for a luxury apartment,: the couple said. “We were looking for a home that delivers an exceptional lifestyle every day. The combination of design, walkability, security and the broader precinct vision for the broader precinct immediately stood out.”
Jordan Winada, Head of Acquisitions (Commercial) Victoria at Fortis, said the result highlights evolving priorities at the top end of the market.
“This sale reinforces that premium buyers are prioritising the complete lifestyle experience,” says Winada.
“They’re increasingly looking beyond the apartment itself and assessing the quality of the surrounding neighbourhood as well.”
Sean Cussell, Director at Christie’s International Real Estate Victoria, who negotiated the transaction, said the result reflects the lack of comparable product at this level of the market.
“There’s simply no direct comparison for this in Richmond. It’s not just an apartment; it’s part of a fully integrated precinct combining residential, hotel, workplace and lifestyle amenity,” Cussell said.
“Buyers are increasingly assessing the broader offering, from amenity and walkability to service and convenience. Projects that deliver a complete lifestyle experience continue to outperform.”
The sale contributes to Fortis’ strong national performance, with the business recording more than $124 million in sales since March, the last three all record-breaking penthouse sales across the country, reflecting sustained momentum across its portfolio and continued appetite for premium, design-driven developments.
This follows Fortis’ recent record-breaking Ruby House penthouse sale in Sydney’s Double Bay, which set a new benchmark for apartment living in the suburb and underscores the strength of demand at the ultra-premium end of the market.
Richmond Square will announce its hospitality and lifestyle operators in the coming weeks as the project progresses towards completion this year.
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