John Taylor’s boss deciphers the year 2021 of luxury real estate on the Côte d’Azur and Monaco
A phenomenal dynamic on luxury
Côte d’Azur: fertile birthplace of John, Taylor
Created in 1864 in Cannes, John Taylor is a local institution whose international headquarters are located in Monaco. Nicolas Orlowski takes stock of a mixed year in terms of location but strewn with good sales.
Pitches at half mast for lack of foreigners
Covid obliges, from “very big customers” were absent subscribers on the shores of the Mediterranean in 2021. Americans, English, Russians… Result: “Rental activity is down. We’ve had a lot of cancellations on very big houses over the past two years. vsIt’s getting better, but it’s still hard”.
SALES DRIVEN BY MONEGASQUES
Monegasque friends of hyperluxury as far as the Var
For sale, the hyperluxury sector (over 10 million euros) maintained good momentum in 2021, despite the absence of foreign investors and the obvious difficulty of selling at a distance.
But the local players were greedy, starting with the Monegasques. “We record many transactions with Monegasques for houses by the sea and in the hinterland. A lot of Monegasques have been as far as Saint-Tropez and demand is very strong in areas like Saint-Jean.”
Another observation is that word of mouth works and exceptional properties are sold between neighbours.
Mougins, La Colle-sur-Loup, Saint-Paul-de-Vence… so successful that goods are lacking
“There is phenomenal momentum in luxury. On the slice between 1 and 4 million euros, on a double-digit increase in the number of deeds of sale”rejoices Nicolas Orlowski.
After the acquisition of a large real estate agency in Mougins, John Taylor notably decided to open a very buoyant “countryside” center in the municipalities of Mougins, Valbonne, La Colle and Saint-Paul. A hinterland ” very dynamic ” thanks to a major asset: Nice airport. “This is the big advantage, all foreign customers say so. This is one of the very big arguments for the influence of the area, with the proximity of Monaco, which offers security and where people live all year round. This is also why some foreign customers do not go to Saint-Tropez, because everything is closed nine months of the year. I am very optimistic for the Riviera in the long term. It’s stable and overall secure.”
Monaco: a family refuge
“Monaco is doing quite well and its attractiveness has even increased during the Covid. There are many requests for accommodation and more and more customers are really settling in and with their families. We see it in the streets where the population is getting younger and in school attendance.
A know-how to maintain
“You are almost born a real estate agent in the South. But be careful, you have to do it in a certain way. France, in the South in particular, should go in this direction. We need to structure this market more. There are people who do anything and who, more seriously, say anything. This real estate market must be serious, just like its agents, in the simple interest of our customers.”
In this, the law applies in Monaco where the trade of property dealers tends to be more and more framed under the aegis in particular of the Chamber of Monegasque real estate.
Switzerland: the powerhouse of hyperluxury
Present in some twenty countries (excluding EUnited States and Asia), John Taylor is a hit in Switzerland where the living environment dresses the big fortunes. “In hyperluxury and luxury, we achieved the highest figure of our existence around Geneva in 2021. We sold four houses between 35 and 70 million euros. It is our biggest country after France.”