Master Licence has been signed with Ignacio Sorhuet, Director of the Real Estate division of Sorhuet & Sapelli

Fine & Country is delighted to announce its expansion into South America with the signing of a Master Licence Agreement in Uruguay. This milestone marks the brand’s first entry into the continent and underscores its commitment to further international growth.

The Master Licence has been signed with Ignacio Sorhuet, Director of the Real Estate division of Sorhuet & Sapelli, who will lead the expansion of Fine & Country across Uruguay alongside Ana Sapelli, Partner Director of Sorhuet & Sapelli Business Consulting. The firm currently operates two offices, one in Punta del Este and another in Carrasco (Montevideo), forming the foundation for Fine & Country’s national rollout and its future role as a strategic hub for Latin America.

A market poised for growth

Uruguay continues to strengthen its reputation as a secure, attractive investment destination, recognised for its natural beauty, political stability, favourable tax regulations, and exceptional quality of life. Demand in the premium property sector is at one of its highest points, fuelled by both domestic buyers and international investors from Argentina, Brazil, the United States, and Europe.

Sorhuet, who has spent more than a decade advising clients across residential, development, land banking, and investment-focused real estate, sees the brand’s arrival as perfectly timed.

“Uruguay is entering a new phase of international visibility,” says Sorhuet. “Foreign demand has grown significantly, especially in the luxury segment, and global mobility has increased. Introducing a brand with the prestige, reach, and refinement of Fine & Country is the right step at the right moment.”

Speaking about what attracted him to the brand, Sorhuet points to Fine & Country’s ability to combine boutique-level service with international exposure, presenting properties through world-class marketing, and a lifestyle-driven narrative. He notes that this aligns seamlessly with the expectations of Uruguay’s high-net-worth buyers and sellers: “Luxury clients here value discretion, integrity, and impeccable presentation. Fine & Country’s approach elevates the way premium properties are showcased and matches the level of sophistication increasingly demanded in Uruguay.”

A diverse and expanding luxury landscape

The country’s high-end property market is dynamic and diverse. Montevideo remains a magnet for international families seeking lifestyle and stability, with Carrasco, Punta Carretas, and Pocitos Nuevo among the most coveted districts. Punta del Este continues to stand out as Uruguay’s global luxury destination, with strong demand in areas such as La Barra, José Ignacio, the Mansa and Brava waterfronts, Golf, Beverly Hills, and San Rafael, the latter now evolving into a year-round residential hotspot.

Beyond the cities, design-led chacras (country estates) in Maldonado and Rocha have grown in popularity, appealing to buyers seeking privacy and nature without compromising on style or infrastructure. Uruguayan luxury properties are often defined by their extensive outdoor spaces, contemporary architecture, and the seamless integration of home and landscape, qualities that distinguish them on the global stage.

According to Sorhuet, Fine & Country Uruguay plans to position the country as a leading lifestyle and investment destination.  “Fine & Country Uruguay will act as a gateway between the local luxury market and international buyers,” he explains.

A shared history and natural partnership

Sorhuet also highlights the longstanding relationship between Uruguay and the United Kingdom, a connection that adds cultural resonance to Fine & Country’s arrival. From the historical influence on education and healthcare to the British-engineered national railway system and iconic industrial legacy, the partnership feels both strategic and authentic. “Uruguay’s values, reliability, openness, institutional solidity, and a global outlook, align deeply with Fine & Country’s identity. Bringing a distinguished British luxury brand to Uruguay feels like a natural evolution.”

With this launch, Fine & Country Uruguay embark on a long-term vision to elevate the luxury real estate experience in Uruguay and promote the country to a worldwide audience.

“We are proud to lead this next chapter. This is the beginning of a commitment to excellence, innovation, and international collaboration,” Sorhuet comments.

Nicky Stevenson, Managing Director of Fine & Country, adds: “Expanding into South America marks a pivotal moment in Fine & Country’s global journey, and we are thrilled to take this step into Uruguay. Ignacio and Ana’s deep market expertise and commitment to excellence make them ideal partners to represent Fine & Country as we establish a strong and influential presence across the region. We look forward to supporting their growth as Uruguay continues to gain momentum on the world stage.”

For more information about properties in Uruguay, contact: Ignacio.sorhuet@fineandcountry.com

Andrew Stanton CEO Proptech-PR