Peacehaven was established in 1916 by entrepreneur Charles Neville, who had purchased land in the parish of Piddinghoe; he then set up a company to develop the site (he also eventually built nearby towns Saltdean and parts of Rottingdean). He advertised it by setting up a competition in virtually every newspaper in England to name the development. The name of the winners who chose the name 'New Anzac-on-Sea' (to commemorate the ANZAC's involvement in the Battle of Gallipoli) were Mr West of Ilford Essex and Mr Kemp of Maidstone Kent.