Prime Place is Willmott Dixon's latest flagship London scheme and comprises a collection of contemporary one, two and three bedroom apartments in the heart of the borough, priced from £325,000.

Now one of the UK’s largest privately-owned developers, Willmott Dixon was founded in 1852, the same year the iconic Shepherd Gate clock was installed at the Royal Greenwich Observatory to publicly display GMT. Prime Place pays homage to the iconic local heritage with specially designed artwork, marketing suite and even commemorative building names.

Drawing its name from the development’s aspirational central Greenwich location, Prime Place is just moments from Greenwich DLR and National Rail stations, offering quick access to Canary Wharf and central London, while the popular sites of Greenwich Village, Cutty Sark and the Royal Park are a short walk away.

Located on the former site of the Greenwich Industrial Estate, Prime Place is part of a vibrant brand new community taking shape that will feature a health and fitness club, restaurants, boutique hotel and even a bicycle café, plus its own sustainable energy centre.

Brian Brady, managing director at Willmott Dixon Regen, commented: “Prime Place represents an exciting milestone in our expansion of the Willmott Dixon brand into the London market. The whole development expertly showcases our renowned high standards and attention to detail; the dimensions of the bathrooms and en-suites are devised around the tiling to ensure there are only full tiles running from floor to ceiling.

“Greenwich is a highly desirable location, offering exceptional connections to the City alongside its unique local village appeal. While the borough is surrounded by new development, Prime Place is one of just a few new build schemes located within it. Currently, we will be also be the only development in the borough offering Help to Buy; providing an affordable route onto the property ladder for those keen to live in Greenwich. Given its prime location and the choice of properties, the development is being very well received - the launch weekend is already fully booked for viewings and enquiries are continuing to rise.”

Each property at Prime Place boasts bright open interiors, finished with superior craftsmanship and an impressive specification throughout. Kitchens are by Manhattan and come complete with stainless steel oven and touch control ceramic hob, plus an integrated fridge freezer and dishwasher. A washer dryer is located in the hallway storage cupboard. Bedrooms include a built-in sliding door wardrobe and, in two bedroom styles, a stylish en-suite with full height Porcelanosa tiling, shower cubicle and heated towel rail. All apartments also enjoy a private balcony, leading from the living area or bedroom. Some styles also offer access to a terrace.

The Prime Place marketing suite launches on Saturday 21 September from 10am with two show apartments styled by renowned interior designer, Alexander James.

Prices start from £325,000 for a one bedroom apartment. The first phase of homes is due for completion in December 2013. For further information, visit www.primeplacegreenwich.com