A Monteverdi Takes the Crown at Salon Privé London
At Salon Privé London, the cars are only ever part of the story. The real theatre unfolds somewhere between the clipped lawns, the quiet choreography of arrivals, and the particular kind of London crowd that understands both horsepower and hemlines. This year, beneath a crisp April sky at Royal Hospital Chelsea, that theatre felt especially assured.
More than 18,000 guests passed through the gates across three days, moving between rows of impeccably presented machines and a tightly edited world of luxury retail, champagne, and conversation. There is a confidence to Salon Privé London now. It no longer feels like a newcomer trying to impress. It knows exactly who it is for.
The headline moment arrived, as it always does, with the quiet anticipation of the Concours de Vente. Among 80 cars, spanning both classic and modern, it was a 1970 Monteverdi 375L that drew the longest looks. Presented by Alan Carrington Classic Cars, it carried the kind of presence that does not need explanation. Rare, restrained, and restored with a level of precision that borders on reverence, it was awarded the Prix d’Honneur, the event’s highest recognition.
1970 Monteverdi 375L is the Salon Privé London Prix d'Honneur winner
There is something fitting about a Monteverdi taking the top prize in London. It is not the obvious choice, and that is precisely the point. Salon Privé has always rewarded discernment over noise.
Elsewhere, the mood remained deliberately varied. A 1949 Jaguar XK120 OTS, shown by Car Iconics, was awarded the Pensioners’ Trophy by the In Pensioners of the Royal Hospital Chelsea, a detail that continues to anchor the event in its setting. Meanwhile, the People’s Choice went to a 1960 Ferrari 250 GT SWB Competizione from Joe Macari, a decision that felt inevitable given the car’s enduring magnetism.
Pensioners’ Trophy Winner, 1949 Jaguar XK120 OTS
People's Choice Winner 1960 Ferrari 250 GT SWB
Yet the rhythm of Salon Privé is never dictated by awards alone. Across the lawns, hypercars and specialist builds created a kind of visual punctuation. Koenigsegg and Aston Martin drew steady crowds, while quieter moments emerged around more niche showcases from design-led names and heritage marques. It is this balance, between spectacle and subtlety, that keeps the event from tipping into excess.
Friday shifted the tone entirely. GATINEAU Ladies’ Day brought fashion into sharper focus, not as an afterthought but as a parallel language. The Best Hat competition remains one of those peculiarly British rituals that manages to feel both playful and precise. This year, Suzan Reeves took the prize in a sculptural piece by Lisa Von Hallwyl, a look that felt entirely in step with the mood of the day.
What becomes clear, moving through Salon Privé London, is that it is less about cars in isolation and more about the ecosystem around them. The collectors, the designers, the quiet deals being discussed over glasses of Pommery. It is a space where taste operates as currency.
Since its inception, Salon Privé has positioned itself at the intersection of automotive excellence and a wider luxury lifestyle. In London, that positioning feels especially natural. The city does not need convincing when it comes to luxury. It simply expects it to be done well.