Aimed at those with £100,000 to £2m, service in Mayfair will offer personalised banking and exclusive events

HSBC is to launch its first UK “wealth centre” in London’s upmarket Mayfair district, offering more personalised banking services and exclusive events such as wine tastings as part of a drive to win more rich customers.

The lender will take up two floors of the 16-storey Smithson Tower at 25 St James’s Street – close to the Ritz Hotel and Fortnum & Mason department store – as part of a wider revamp of HSBC’s premier-tier bank service. Aimed at the sought-after “mass affluent” market, premier is a tier below private-banking clients and targets customers with £100,000 to £2m in income, assets or deposits.