Fine & Country has expanded its international footprint into South America with the launch of its brand in Uruguay, as demand for premium real estate in the country reaches new highs.
The global estate agency has signed a franchise agreement with Sorhuet & Sapelli, a well-established local operator with offices in Punta del Este and Carrasco, Montevideo. The move marks a strategic step for Fine & Country as it continues to scale its presence in high-growth luxury property markets.
Uruguay is increasingly positioning itself as one of Latin America’s most attractive destinations for property investment, underpinned by political stability, favourable tax conditions and a high quality of life. Industry figures suggest that demand in the premium segment is currently at one of its strongest levels, driven by both domestic buyers and a growing influx of international investors.
Interest from overseas purchasers, particularly from Argentina, Brazil, the United States and Europe, has accelerated in recent years, reflecting broader global mobility trends and a shift towards lifestyle-led investment decisions. Buyers are increasingly seeking safe-haven markets that combine long-term stability with strong lifestyle appeal, a combination Uruguay is seen to offer in abundance.
Montevideo continues to attract international families relocating for both lifestyle and security, with neighbourhoods such as Carrasco, Punta Carretas and Pocitos Nuevo among the most sought-after districts. These areas offer a blend of coastal living, established infrastructure and proximity to international schools and business hubs.
Meanwhile, Punta del Este remains Uruguay’s flagship luxury destination, drawing global attention for its high-end real estate and resort-style living. Demand is particularly strong in exclusive enclaves such as La Barra and José Ignacio, as well as along the Mansa and Brava waterfronts. Established residential zones including Golf, Beverly Hills and San Rafael are also experiencing renewed interest, with the latter evolving into a year-round residential market rather than a purely seasonal destination.
Beyond the main urban centres, there has been a notable rise in demand for design-led “chacras”, country estates located in regions such as Maldonado and Rocha. These properties appeal to buyers seeking privacy, space and a connection to nature, while still benefiting from modern design and infrastructure. The trend reflects a broader global shift towards lifestyle properties that offer both seclusion and sophistication.
Uruguayan luxury real estate is increasingly defined by its architectural approach, with an emphasis on contemporary design, expansive outdoor living and a seamless integration between built environments and natural landscapes. These characteristics are helping to differentiate the market on a global stage and attract a new generation of international buyers.
The expansion also builds on longstanding historical ties between Uruguay and the United Kingdom, spanning sectors such as education, healthcare and infrastructure, including the country’s British-engineered railway system. These connections continue to underpin cultural and commercial relationships between the two nations.
Nicky Stevenson, Managing Director of Fine & Country, described the move as a significant milestone in the company’s global strategy, highlighting South America as a key growth region for the brand.
The launch positions Fine & Country to capitalise on sustained demand in Uruguay’s luxury property sector, as international investors increasingly look beyond traditional markets in Europe and North America in search of stability, value and lifestyle-driven opportunities.
