Dubai has firmly established itself as the global epicenter of branded residences, according to new industry insights. In 2024 alone, the emirate recorded over 13,000 branded property transactions, with total sales exceeding AED 60 billion. This marks a 43% year-on-year growth, underscoring the sector’s accelerating momentum within Dubai’s thriving real estate landscape.
Branded Residences Now Account for 8.5% of Real Estate Value
The recent market performance highlights a growing trend: branded properties now contribute 8.5% to Dubai’s overall real estate transaction value. Buyers continue to demonstrate strong appetite for these high-end offerings, willing to pay a premium of 40% to 60% per square foot when compared to unbranded units in similar locations.
Dubai has witnessed an extraordinary 160% surge in the branded residences segment, positioning the city well ahead of legacy markets like Miami and London. High-net-worth investors are shifting focus from conventional property assets to lifestyle-oriented developments that combine brand prestige with long-term value.
Supporting this appeal is Dubai’s investor-friendly regulatory environment, which includes full foreign ownership, zero income tax, and long-term Golden Visas, benefits that continue to draw elite investors from around the world.
Future Pipeline: 140 Projects by 2031
Dubai’s development pipeline is equally impressive, with 140 branded residence projects scheduled for completion by 2031. This pipeline not only outpaces cities like Miami, New York, and Phuket but also signals sustained confidence in the sector’s long-term growth potential.
The market has evolved far beyond traditional hospitality partnerships. While renowned hotel brands like Four Seasons and Ritz-Carlton remain active, the sector has diversified to include luxury automotive icons such as Bugatti, Bentley, and Mercedes-Benz, as well as leading fashion and lifestyle names like Armani, Missoni, and Cipriani.
Strategic collaborations between developers and these premium brands are redefining the real estate experience. Examples include:
- Binghatti x Bugatti: Bugatti Residences
- Arada x Armani: Armani Beach Residences
- Select Group x Six Senses: Six Senses Residences
Key master developers such as Emaar, Meraas, and Nakheel are also curating brand-themed communities that reshape the luxury housing narrative in Dubai.
Despite its luxury appeal, Dubai’s branded residences remain competitively priced compared to global counterparts. On average, buyers in Dubai pay a 157% premium for branded properties significantly lower than the premiums in Europe (265%), Thailand (270%), and the USA (nearly 500%).
Some notable pricing highlights include:
- Bvlgari Residences, Dubai: AED 10,500/sq.ft. (166% premium)
- Bugatti Residences, Dubai: 237% premium
- Aston Martin Residences, Miami: AED 25,000/sq.ft. (525% premium)
- The OWO Residences, London: AED 20,000/sq.ft., though UK tax policies and complex regulations dampen investor interest
Dubai continues to lead the MENA region’s branded real estate trajectory, with forecasts projecting that such properties will capture 25% of the regional market by 2030. The number of branded developments across the region is expected to exceed 360, further cementing the Middle East’s role in shaping this global trend.
Redefining Homeownership Through Lifestyle Integration
Industry analysts describe this shift as a move toward lifestyle-centric luxury real estate. Buyers are no longer merely acquiring property, they are investing in brand identity, enhanced experiences, and elevated standards of living.
“Dubai is outperforming global peers, offering more competitive pricing than Miami, greater tax advantages than London, and stronger growth prospects than Phuket.”
Source: https://www.arabianbusiness.com/industries/real-estate/dubai-real-estate-branded-residences-sales-surge-43-to-generate-16-3bn-in-2024
