CW London: Boutique Residential Estate Agency, Specialising In Prime London Property

By CTH Editors

5 months ago

CW London is a Great British Brand 2024

CW London is an entry in our Great British Brands 2024 book. 

CW London: Great British Brand 2024

‘In 2018, after 25 years as an estate agent in central London, including 18 years at Strutt & Parker running the 100-strong residential team, I decided to get back to the roots of the profession. I missed helping clients buying and selling properties, so I set up on my own to do just that. Utilising the resources of The London Broker, of which I am CEO, I created a business where I could personalise the service for my clients. The main focus of my work is on property sales, however; while selling a property for a client, I’ll often be asked to help with their search for a new property.

My business relies on a small number of high-value transactions a year, so excellent client relationships are critical. I work very closely with people, paying careful attention to their requirements so that I can tailor a strategy specifically for them.

Most of my clients come tome through word-of-mouth and my extensive, long-standing professional connections. The majority are UK-based but originate from a variety of international backgrounds. London is a vibrant melting pot of nationalities, a fact reflected in the mix of my clients: Middle Eastern, Asian, American, Canadian, Ukrainian, and others. While I work mainly in the UK, I am expanding internationally as the needs of my clients diversify.

On the question of AI affecting the business’s future, while the human touch is vitally important, I think that AI could help in two ways. First, it could improve efficiencies enabling us to reach our target audience more rapidly and, secondly, it may help reduce the transaction timetable which has grown increasingly long over the course of my career.

London remains an exciting cosmopolitan city with opportunities galore and is still a great place to be in the long term.’

Charlie Willis, founder & CEO

CW London Great British Brand 2024

Five Proudest Moments

1. Since our launch in July 2019, we have won some prestigious awards including the Rolls Royce International Awards 2021-2022 as Best Estate Agent in London & UK.

2. In Sept 2019 I became CEO of The London Broker, helping other experienced independent brokers to transact business for their clients brilliantly here and globally.

3. With sales of residential property exceeding £100 million, 2023 was an extraordinary year for CW London.

4. A recent off-market sale for some long-established clients achieved more than the £22.5m asking price after competitive bidding, over-delivering on client expectations.

5. Armed with an abundance of positive testimonials, CW London is focused on its continuing ability to offer future clients the best possible results.


– A large team doesn’t necessarily provide a better service – boutique is more personal.

– People expect thoughtful and timely communication, not an ongoing assault of unbelievable, computer-generated blurb. Less is more.

– Keep it simple, after listening carefully to clients’ brief.


64 Knightsbridge London SW1X7JF

+44 (0)7740 511496