Tony Baxter

From closing department stores for private shopping to attending the most exclusive events worldwide, gaining VIP entrance to the best nightlife or booking anything from restaurants to private jets, islands to backstage passes, there is only one name people go to for access to the inaccessible, Sincura. Tony Baxter, one of the founders and CEO, has a black book to die for including celebs, dignitaries, and royalty including some 7,500 venue owners in London alone. Formerly a contracted rugby player, swimmer (having swum the channel), model, and investment banker, Tony launched Sincura in 2007 and they now look after some 4,000 clients in the UK alone from your billionaires to your man in the street.

Where were you born ?
How long in London:
My father was a diplomat and I had the privilege of living around the world until my teens. I have been based in London since I attended university although spend a lot of my time on international projects.
After a long stint in Marylebone I now live in Wimbledon as it affords me a quieter and healthier lifestyle than central London.
CEO of Sincura lifestyle and events –
Favorite Restaurant:
I have to know all the restaurants so I can advise my clients so attend a lot of new launches. My current favourite is Aqua off Oxford Circus, it ticks every box with great bar, fantastic food, and atmosphere all wrapped up in a beautiful venue with roof terraces overlooking London.
Best Italian:
I am a fan of Vineria on the Abbey Road. Their passion for detail can be seen in their refined, modern dishes and they have an impressive wine cellar with over 150 Italian labels.
Best place for late night dining:
I love the Drunken Monkey in Shoreditch, not just for the dim sum but it has a great atmosphere. I can’t remember leaving there without a smile on my face but in fairness many of the times I can’t actually remember leaving.
Best place for a romantic date:
As I found to my expense, running Sincura more or less kills your love life. However I am a romantic at heart, horse riding around Regents Park followed by a picnic in the park is wonderful in the summer. A number of friends let me play with their planes and flying out to the Isle of Wight is always enjoyable—especially when you hand the controls over to your date and put your life in their hands!
Best Sunday brunch:
I am a big fan of Hush in a peaceful courtyard in Mayfair. In the summer it’s great to sit outside and watch the world go buy with great food and wine.
Hautest Club/Lounge:
Other than Sincura events I tend not to go to nightclubs much these days. The only exception is The Valmont Club in Chelsea. Their Thursday Decadence nights are run through our Swedish club scene ( ) - it's one of the most stunning venues in London and attracts a great crowd.
Best place for a power business meeting:
We work closely with Harvey Nichols and probably their least known venue is Prism in the city on the site of the former Bank of America. The venue has the wow factor, the food is amazing (featured in the Masterchef final) and they have the private library and mezzanine for larger group meetings. Plus it’s ideally located for my city based clients being opposite the Lloyds Tower.
All-around favorite spot in London:
I lead a hectic life, so for me the favourite place in London is the peace and tranquillity of my house, in particular my bed.
If you have out of town guests, which hotel would you recommend?
The Grange Hotels are very impressive, especially the recently launched City Grange opposite St Pauls. Everything is of the highest standard; not just the rooms but the great restaurants, an impressive health spa and a private members club.
Favorite shopping venue/boutique:
Having lived there I still love Marylebone High Street, especially the farmers market on Sunday.
Best place to buy Jewelry/Watches:
Hatton Market is still great, though I have family in the diamond industry, so generally any jewellery comes through the family.
Best Spa:
Leticia Haute Coiffure in Mayfair; in an area with a host of salons and retreats, they stand out due to their passion for fashion, hair and beauty. They have a great team from the owner to the stylist.
Favorite Charity Event:
Events are one of the biggest sides to Sincura. Many events in the capital, from movie premieres to London Fashion Week launch. to celebrity awards result in our involvement in one way or the other. Two charity events stand out that we produced for our clients; the first was for the Parachute Regiment charity, which we ran at Guildhall and raised over £100k for the families affected by the war. The second was for one of our members, boxing champion Amir Khan, and his Gloves Charity. Sincura Arts ran an event in which the world champion boxers created artwork and signed gloves that we sold over two nights alongside pieces from Banksy and Damien Hirst for the charity, with a boxing ring in Harvey Nichols for the nights.
Favorite Cultural Institution:
A venue that hosted one of our corporate Christmas parties was the Royal College of Physicians in Regents Park. The venue is beautiful, from the gardens with rare medicinal flowers and plants to the museum and library containing 50 000 antiquarian books. Plus it’s a charity with monies raised being fed into the medical profession.
Best Aspect of London:
I love the way London is always evolving from the multi-billion pound development in Leicester Square to the tiniest pop-up venues Almost daily we hear about and discover new places. Obviously it is our jobs to know the capital and we are privileged by the way we are treated, but there really is something for every taste.
Best Steakhouse:
I like platform in London Bridge, not just for the food but also for their ethics. The family run farm and restaurant work together ensuring the best meat selection, tastes and prices. Ethically they also use the entire carcass, offering the widest choice of cuts and little waste; if an animal should die to feed us then I believe we should at least eat all of it.
Best Lunch:
I like Dehesa on Ganton Street. It’s a lovely charcuterie and tapas bar ideal for light lunches. It’s on the same street as one of my favorite bars, Zebrano, which is owned and run by close friends of mine.
Best Gym/Athletic Facility:
Third Space is very impressive; from the ozone swimming pool to the climbing wall, altitude training room to full sized boxing rings and a DJ that plays in the evenings.
Best Broadway show:
Phantom of the Opera, it still sends shivers down my spine. My sister in law dances for the Royal Ballet and have spent a few evenings catching up on sleep at the ballet.
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