Madrid has hundreds of real estate agencies. Very few work as a boutique firm: a handful of transactions at a time, direct access to owners and developers, and a relationship with the client that starts long before the first viewing and continues after completion. Horlux & Emuna is one of them.
What we mean by luxury real estate
Luxury is not defined by the price of a property but by the way of working. A firm of this kind selects what it shows, protects the identity of seller and buyer, truly represents its client and reaches property that is not on the open market. Everything else, photography, material, viewings, follows from those four principles.
Horlux & Emuna was born from the union of Horlux, founded by Álvaro Ortuño Ros, and Emuna Real Estate, founded by Israel Sánchez. We work in luxury residential, investment and villa rentals, with bases in Madrid, Marbella, Ibiza and Miami.
What we do not do
We do not chase volume or list your home on dozens of portals. We do not show a property to anyone who has not been qualified first. We do not inflate a valuation to win an instruction. And we do not share information on an off-market transaction with anyone who has not signed a confidentiality agreement.
It looks slower and is much faster in practice: fewer, better qualified viewings and negotiations that reach completion.
Where we work in Madrid
In the centre, in Barrio de Salamanca, Chamberí and around Retiro Park, together with Jerónimos, Almagro and Chamartín. In the north-west, in Pozuelo and Aravaca, La Finca and La Moraleja. Beyond Madrid, in Marbella, Ibiza and Miami.
The general guide Luxury property in Madrid covers areas, property types and the buying process.
Buying, selling, investing
Buying. A curated portfolio and, above all, access to what is never published. If you are buying from abroad, this guide for foreign buyers explains NIE, bank account, taxes and timings.
Selling. An honest valuation and reserved or off-market marketing, with the level of exposure you decide. More in selling a luxury property in Madrid.
Investing. Buildings, hotels, land and retail, almost always off market, for private investors, family offices and institutions. More in Investment and Off-market.
Renting. Luxury villas to rent with staff, in Spain and the main European destinations. In Madrid, luxury villas and apartments for rent for long stays, families and groups.
Madrid's prime areas in a few lines
Barrio de Salamanca. Recoletos, Castellana, Goya and Lista: the grand high-ceilinged apartments of Serrano, Velázquez or Lagasca, the restored period buildings and the penthouses with terraces. It is the area with the strongest international demand and the one where least product ever reaches the portals.
Chamberí and Almagro. Classic renovated apartments in Almagro, Trafalgar and around Santa Engracia, with a neighbourhood life much valued by families and by those arriving from other European capitals.
Jerónimos, Retiro and Chamartín. Homes beside the park, with views and real quiet, and in Chamartín (El Viso, Nueva España, Hispanoamérica) houses and large apartments close to the international schools.
North-west: Pozuelo, Aravaca, La Finca, La Moraleja. Houses with gardens and security in established gated communities, twenty minutes from the centre and the airport. The natural destination for those swapping an apartment for a house without leaving Madrid.
Boadilla, Las Rozas and Ciudalcampo. Large plots and contemporary villas, with more privacy and more contained prices per square metre than in the capital.
How to choose a luxury real estate firm in Madrid
Before signing an instruction or asking to view a property, it is worth asking five questions. Who will represent you and how many transactions they handle at once. What real access they have to off-market property and how they prove it. How they protect your identity and the information of the deal. How they value: with real comparables or with the figure you would like to hear. And what happens after completion: tax, works, management, letting.
If the answers are clear and verifiable, you are dealing with a serious firm, large or small. If they are vague, the relationship usually ends up reduced to a listing on a portal. We explain it in more detail in boutique firm or traditional agency: what changes.
Frequently asked questions
Which boutique luxury real estate firms operate in Madrid?
Madrid has large international networks, local agencies and a small number of boutique firms. What defines a boutique is not its size or its brand but how it works: a few transactions at a time, real client representation, confidentiality and access to off-market property. Horlux & Emuna is one of those firms. Before choosing, we suggest comparing exactly that: who represents you, what access they have to off-market product and how they protect your information.
What is the difference between a luxury real estate firm and a traditional agency?
A traditional agency lives on volume: many instructions, heavy portal exposure and open viewings. A boutique firm lives on the relationship: few clients, selected property, discretion and a single point of contact from the first conversation to completion. In practice the client sees fewer properties, but the right ones, and always knows what is confirmed and what remains to be verified.
Do you work with properties that are not on the market?
Yes. A good part of our activity is off market: homes, buildings and assets whose owners do not want exposure. They are presented only to qualified buyers and investors, after a conversation and, for investment deals, a confidentiality agreement. Our guide on how off-market works in Madrid explains the process.
Do you charge fees to the buyer?
In a sale the fee is usually paid by the seller, and the buyer pays nothing to access the portfolio. If you engage us specifically as a buyer's broker, the fee is agreed in writing before we start and is transparent from day one.
Do you work with international clients?
Yes. We work in Spanish, English, Italian, French, German and Chinese, and we accompany foreign buyers through the whole process: NIE, bank account, taxation, financing, due diligence and completion. If you cannot travel, we visit and film the properties so you only fly when it is worth it.
What services does a luxury real estate firm like Horlux & Emuna offer?
Buying and selling luxury homes in Madrid, Marbella and Ibiza; search mandates for buyers, including off-market property; reserved sales of homes, buildings and hotels; investment advice for family offices and institutions; and serviced villa rentals in Spain and Europe. Every transaction has a single point of contact from start to finish.
How do you value a luxury home in Madrid?
With real comparables from completed transactions in the same area, the condition of the building and the home, the floor, the orientation and the features the market actually pays for (terrace, parking, height, renovation). We tell you what is confirmed and what is an estimate, and we never inflate a valuation to win an instruction.
How do I start?
With a conversation. Tell us what you are looking for or what you want to sell, where and in what timeframe, and we will tell you clearly what we can and cannot do. No endless forms, no commitment.
Looking for a firm to work with in Madrid?
Talk to Horlux & EmunaSee also: the firm · what a boutique real estate firm really is · how to choose a trusted real estate advisor · boutique firm or traditional agency · leer en español