The decentralisation of luxury: Paris no longer stands alone

For decades, French prestige real estate came down to two addresses: Paris and the French Riviera. That is no longer the case. The Atlantic coast, inland Provence and major regional cities: the high-end market is regionalising, driven by demand for space, nature and quality of life. Here is an overview based on published, verifiable sources.

Paris remains a benchmark, but no longer stands alone

Paris has lost none of its status. In its France study published in July 2026, Barnes reports that the Parisian segment above €5 million averages €27,500/m², with peaks above €50,000/m², and that sales above €3 million rose by 54% in volume in the first half of 2026 in its Paris offices.

Yet the same study offers a tour de France of prestige markets: the Riviera, major regional cities, the Atlantic coast and the Alps. According to Barnes, one driver prevails everywhere: the scarcity of the location. The map of French luxury is now multipolar.

Covid accelerated the need for space

The shift gathered pace with the health crisis. As early as 2020, Barnes observed that remote working had become a priority all along the coast: its clients required a room that could be turned into an office. In 2022, Sotheby's International Realty Paris Ouest also described very strong demand for houses and properties with gardens or outdoor space.

This need gave rise to a new use: a home occupied several months a year, halfway between a main and a second residence. In 2026, Barnes notes that on the Atlantic and Normandy coasts, the ability to live in the property several months a year is now among the main purchase criteria.

The Atlantic coast, prestige's new showcase

Arcachon Bay and Cap Ferret

According to the PAP observatory (2026), Lège-Cap-Ferret posts an average price of €9,661/m², the highest on the Atlantic coast, and more than six homes in ten there are second residences, as in Arcachon. In the high-end segment, Barnes Bassin d'Arcachon reported stable prices in February 2026, around €15,000/m² in Cap Ferret and €12,000/m² in Arcachon. Waterfront properties in Pyla-sur-Mer or Cap Ferret can reach €30,000/m², according to Barnes' 2026 France study.

The link with Paris is direct: in 2022, Barnes said Parisians accounted for 85% of its clients on the Bay.

Basque Coast: Biarritz, Saint-Jean-de-Luz, Hossegor

As of 1 September 2026, MeilleursAgents estimated the average house price at €9,674/m² in Biarritz, €7,447/m² in Saint-Jean-de-Luz and €12,190/m² in Soorts-Hossegor, as reported by Capital. In the high-end segment, Barnes puts the Biarritz average at around €14,000/m², with peaks of €40,000/m² for exceptional sea-view properties.

An important point: the mainstream market and the prestige segment do not follow the same path. The PAP observatory notes that Biarritz's average price has fallen by 8.1% in two years since its early-2024 peak, while the rarest seafront properties remain in high demand.

Other coastal markets

Again according to Barnes (2026), the most sought-after properties reach €15,000 to €20,000/m² in La Baule, up to €17,000/m² on the Île de Ré and up to €12,500/m² in Deauville.

Inland Provence: the Luberon and the Alpilles

For Barnes, Provence remains one of the most sought-after markets in France, from Aix-en-Provence to the Luberon and the Alpilles. Demand focuses on characterful properties, renovated farmhouses (mas) and homes with views. French buyers dominate in Aix-en-Provence, where the most exclusive properties exceed €12,000/m², while American and European buyers are more present in the Luberon and the Alpilles.

As a sign of this appeal, Engel & Völkers opened a fourth franchise in the heart of the Luberon in April 2026, highlighting demanding international demand around Gordes.

Regional cities move upmarket

• Bordeaux: according to Barnes, American buyers now account for nearly 10% of the purchase projects it handles, compared with 3% previously. The city attracts foreign retirees and professionals looking to settle in France for the long term.
• Lyon: after several years of strong growth, the high-end segment is stabilising at around €7,000/m². Properties with views or outdoor space remain in strong demand from senior executives, entrepreneurs and international buyers.

What buyers look for in the regions

According to Barnes, coastal buyers now prioritise use over opportunity:

• properties that are ready to live in and easy to maintain;
• sea views and walking access to beaches or shops;
• high-end fittings;
• the ability to live there several months a year.

In summary

French luxury is no longer concentrated solely in Paris and on the Riviera. Arcachon Bay, the Basque Coast, inland Provence and cities such as Bordeaux and Lyon are now prestige markets in their own right, with their own clienteles and price levels. Everywhere, the same rule applies: only rare locations hold up fully, while the mainstream market can correct.

Sources

• Barnes – France study, press release (July 2026, in French)
• Barnes Bassin d'Arcachon – Market update (February 2026, in French)
• PAP – Arcachon Bay: top 5 most expensive towns in 2026 (in French)
• PAP – Biarritz: most and least expensive districts (2026, in French)
• Capital – House prices in Biarritz, Saint-Jean-de-Luz and Hossegor in 2026 (in French)
• MySweetImmo – Engel & Völkers opens a fourth Luberon franchise (April 2026, in French)
• MySweetImmo – Prestige market driven by French buyers and houses (2022, in French)
• Barnes – Why the French prestige market is holding up (2020, in French)

This article is for information purposes only. The prices quoted are averages or ranges published by the sources listed and can vary widely from one property to another.