Dubai has emerged as the global epicentre of branded residences, with the sector expanding 160% over the past decade and more than 140 new projects expected by 2031.
In 2024 alone, the city recorded over 13,000 branded home sales — a 43% year-on-year increase — generating AED60 billion (US$16.3 billion) in transaction value.
These properties now account for 8.5% of all real estate transactions in the emirate.
Branded residences are private residential properties developed in partnership with a well-known brand, typically in the luxury or hospitality sector.
Branded residences in Dubai typically command a 40%-60% premium over non-branded counterparts, driven by integrated services, curated amenities, and the long-term value associated with global brand affiliation.
Dubai’s appeal to luxury real estate investors is underpinned by a regulatory environment that offers 100% foreign ownership, zero income and capital gains tax, and long-term residency through the Golden Visa program.
The city is more tax-efficient than London and more competitively priced than Miami, positioning it as a compelling alternative for global capital.
Analysts project Dubai will capture 25% of the branded residence market share across the MENA region by 2030.
Despite commanding significant premiums — averaging 157% — Dubai’s branded units remain relatively undervalued compared to Europe (265%) and the United States (up to 500%), offering investors both yield and upside.
The sector’s evolution is being driven by high-profile collaborations between developers and luxury brands.
Binghatti and Arada have partnered with Bugatti and Armani, respectively, while master developers such as Emaar and Nakheel are creating entire brand-centric enclaves.
The diversification of brand partnerships now spans automotive, fashion, and entertainment, transforming luxury real estate into a lifestyle-driven asset class.
For global investors seeking exposure to prestige property with strong fundamentals, Dubai’s branded residence market offers a rare combination of scale, regulatory clarity, and brand equity in one of the world’s fastest-growing luxury hubs.
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