Spear’s Review

Having previously acquired the Sotheby’s real estate franchises for Dubai and Saudi Arabia, George Azar took control of UK Sotheby’s International Realty in January 2023 and immediately set about transforming it. What was once a somewhat sleepy boutique with just a handful of agents and a modest share of the London market has been supercharged by Azar with a vast investment that was used to unashamedly poach top agents from rival firms, luring them with lavish remuneration packages that far outstrip their deals with previous employers. 

The brokers who have jumped ship to join the souped-up outfit stand to earn £400,000 in a single year if they generate £1 million in revenue for the business (which could be achieved on £50 million in sales at a commission of 2 per cent). Several of the most prolific signings – such as Marcus O’Brien (formerly of Beauchamp Estates, now running the family office division within Sotheby’s) and Becky Fatemi (whose firm Rokstone merged with Azar’s business) – stand to earn considerably more.

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Power List Profile

George Azar is a visionary leader in global ultra-luxury real estate and the chairman and CEO of Sotheby’s International Realty in Dubai, the United Kingdom, Saudi Arabia and, as of 2025, Abu Dhabi – the fourth affiliate established under his leadership. Over nearly two decades, he has become one of the most influential figures in the industry, known for redefining the standards of service, discretion and performance in the super-prime residential market.

Azar’s journey with Sotheby’s International Realty has been defined by bold expansion and record-breaking results.

Since taking the helm in Dubai in 2013, he has transformed the brand into the leading brokerage for ultra-luxury homes and branded residences across the Middle East. His strategic foresight led to the establishment of operations in the UK and Saudi Arabia in 2023, and most recently Abu Dhabi in 2025, solidifying his reputation for building powerful real estate platforms that seamlessly connect global wealth hubs.

Under his leadership, Sotheby’s International Realty has achieved landmark sales and represented some of the world’s most iconic developments – from Palm Jumeirah’s crown jewels to London’s finest estates and the UAE’s next generation of branded residences. Azar’s ability to anticipate market movements and align with the lifestyle aspirations of the world’s wealthiest clientele has cemented his position as an industry trailblazer.

His track record includes spearheading market entries and exclusive transactions in the super-prime segment, guided by a distinctive blend of entrepreneurial insight, global networks and an unrelenting pursuit of excellence. Recognised among the region’s top real estate icons, George Azar continues to shape how ultra-high-net-worth individuals around the world acquire, invest in and experience real estate.