In the rarefied world of luxury real estate, where reputations open doors faster than any business card, George Azar has been quietly building something big. Really big. As the Chairman and CEO of Sotheby’s International Realty across the UK, UAE, and Saudi Arabia, he’s positioned himself right where global wealth is shifting, investor priorities are changing, and demand is evolving faster than ever.
Most brokerages stumble when they try to move across borders. Azar hasn’t just made it work he’s made it thrive. His approach? Pairing deep regional know-how with a world-renowned brand, while making every client feel like the only one that matters. The result? A powerhouse portfolio that now stretches across three of the most competitive and fast-moving markets on the planet.
From Corporate Strategy to Real Estate Leadership
Azar’s path to property power didn’t follow the conventional real estate route. With a background in finance and executive strategy, he entered the industry with the kind of high-level vision that allowed him to see real estate not just as transactions but as assets, institutions, and long-term investments.
His first big play came in the UAE, where he helped lead the transformation of Sotheby’s International Realty into a go-to firm for ultra-high-net-worth clients seeking properties across Dubai’s luxury landscape. Under Azar’s leadership, the brand quickly distinguished itself by combining old-world discretion with cutting-edge digital outreach, allowing buyers in Europe, Asia, and North America to explore Gulf properties with unprecedented transparency.
His expansion into the Saudi Arabian market followed at a time when the Kingdom was opening its doors to broader foreign investment and reimagining its cities through ambitious development programs. Azar’s firm became one of the first luxury brokerage networks to position itself at the forefront of that shift, capturing interest from sovereign investors, institutional buyers, and private families seeking footholds in Riyadh, Jeddah, and emerging hubs like Neom.
Early Career and Transition into Real Estate
Azar began his professional journey in banking, gaining a deep understanding of investment strategy and financial structuring. In 2013, he pivoted into luxury real estate, a move that would define the next decade of his career. He quickly emerged as a leading figure in the marketing and sale of ultra-prime properties, specializing in branded residences and luxury developments. By aligning international standards of design and hospitality with the unique expectations of Gulf investors, Azar set himself apart as a pioneer in the sector.
London: The Crown Jewel of Cross-Border Strategy
In 2023,George Azar made his boldest move yet acquiring Sotheby’s International Realty in the UK, including the prime Central London territory. The acquisition gave him not only an iconic address in one of the world’s most desirable property markets but also cross-border access to global capital flows between Europe and the Middle East.
London’s appeal to Gulf-based investors is well-documented. But Azar’s firm added a new layer by turning those relationships into two-way bridges, advising UK clients seeking investments or second homes in Dubai, Abu Dhabi, and increasingly, Riyadh.
Since taking the helm, his London operation has grown significantly. Azar’s UK team doubled in size, the firm’s digital lead generation strategy was overhauled, and high-value deals across Knightsbridge, Mayfair, and Belgravia surged many of them financed by Middle Eastern family offices or emerging European tech wealth.
Beyond Sales: Data, Deals, and Digital Growth
While Azar’s firms maintain a reputation for white-glove service and discretion, they are also underpinned by tech-driven lead management and CRM systems built to handle luxury pipelines at scale. This hybrid model old-school network meets new-age tech has allowed Sotheby’s under his leadership to maintain both personal client touch and institutional-grade performance.
This operational blend has resulted in some eye-catching metrics. In 2024 alone, UK Sotheby’s International Realty saw a 270% increase in lead generation, a 30% increase in buyer registrations, and a $650 million valuation in property listings all during a year when many brokerages saw stagnation or retreat. Would you like to add a line about 2025 performance as we have our H1 and Q3 results. This way the article will seem current dated, moreover most of the market stagnantion was seen this year (2025)
Azar’s internal focus on data optimization has also enabled better cross-market targeting, matching properties in London with buyers in the GCC and vice versa. This multi-market coordination strategy has become a defining feature of his leadership style and a key differentiator in UK Sotheby’s International Realty’s growth trajectory.
Notable Projects and Sales Achievements
Under Azar’s leadership, Dubai Sotheby’s International Realty has delivered billions of dirhams in sales across some of the most high-profile developments in the region. Landmark projects include the Royal Atlantis, One Za’abeel, Four Seasons Private Residences, Baccarat Residences and Eden Hills Villas,among others.
His breakthrough came in 2021 with the Royal Atlantis project, which no other agency had been able to penetrate. Azar not only secured the exclusive listing but also closed over AED 2 billion in sales, solidifying his firm’s reputation as the foremost authority in the region’s ultra-prime market.
Expansion Meets Selectivity
Between 2016 and 2020, Azar drove a series of high-impact acquisitions that reshaped his brokerage into one of the region’s most dominant luxury real estate players. These included ERE Homes (2016), SPF Realty and C&S Real Estate (2017), and Bellview Real Estate. By 2022, his portfolio expanded further with the acquisition of UK Sotheby’s International Realty and KSA Sotheby’s International Realty, giving his firm unmatched global reach and exclusive access to high-value markets across Europe and the Middle East.
George Azar’s real estate empire isn’t defined by glass towers or record-setting transactions it’s defined by trust, cross-border fluency, and strategic discipline. In a global economy where mobility, capital, and investment priorities are in constant flux, he has built a model that not only follows the money but often meets it before it moves.
With Sotheby’s International Realty in the UK, UAE, and Saudi Arabia under his leadership, Azar is no longer just selling homes he’s selling presence, prestige, and long-term positioning in the world’s most sought-after markets.
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