High-net-worth individuals, international buyers, and long-term residents who prioritise exclusivity, trust in global brands, and lifestyle quality are fueling the region’s residential boom
Dubai remains the leader in the UAE’s luxury property race, and it is projected to double its branded residence portfolio by 2029.
The UAE’s real estate market is undergoing a significant transformation as branded residences emerge as the fastest-growing segment in the luxury property landscape. Once a niche concept, the collaboration between property developers and global luxury brands has now become one of the most defining trends of the past decade, reshaping skylines and setting new standards for high-end living.
According to Josh Gilbert, Market Analyst at eToro, the country’s property sector is setting fresh records in 2025 with April alone witnessing Dh62.1 billion worth of transactions across residential, commercial, and luxury properties. Leading the surge is the branded residences segment, now considered the hottest trend in the UAE’s property sector. These high-end homes — often developed in partnership with renowned names in fashion, hospitality, and automotive offer more than just a luxurious address. They promise lifestyle experiences defined by brand prestige, bespoke services, and unmatched design.
Dubai remains the leader in the UAE’s luxury property race, and it is projected to double its branded residence portfolio by 2029. If current momentum continues, Dubai may soon outpace global luxury hubs such as New York and Miami. This positions the emirate as a magnet for global wealth and a benchmark for high-end real estate innovation.
Buyers in the UAE are now willing to pay premiums of up to 69% per square foot for branded residences, indicating a fundamental shift in consumer behavior. In this new landscape, the brand behind the building carries as much weight as its location or amenities. From hotel-managed residences to fashion-branded penthouses, the focus has moved to curated lifestyles and five-star service standards.
While Dubai has long been synonymous with luxury, Abu Dhabi is rapidly gaining ground. According to Metropolitan Capital Real Estate (MCRE), the capital’s branded residences have quadrupled in just one year. Luxury real estate sales in Abu Dhabi reached Dh6.3 billion in 2024 alone — a clear sign of growing investor appetite. The trend has only accelerated in 2025, with branded residence launches increasing fourfold compared to the previous year.
Driving this boom is a wave of high-net-worth individuals (HNWIs), international buyers, and long-term residents who now prioritise exclusivity, trust in global brands, and lifestyle quality over traditional property metrics. Over 50% of Abu Dhabi’s luxury transactions in early 2025 involved properties priced at Dh10 million and above, underlining strong confidence in the emirate’s premium property market. Looking ahead, at least 25 branded residence projects are expected to be announced in Abu Dhabi in 2025 — a staggering rise from just a handful the previous year.
Tamara Getigezheva, Co-Founder of Mira Developments.
A Decade of Transformation
Branded residences have seen explosive growth in Dubai. In 2014, the city was home to around 10 such projects. Fast forward to the end of 2024, and that number has soared to 51, representing a remarkable 410% increase.
“Over the past decade, Dubai has firmly established itself as the global leader in branded residences,” says Mohammed Tahaineh, Chief Project Officer at Damac.
“What began with a handful of hotel-affiliated developments has evolved into a thriving ecosystem of large-scale, non-hotel branded projects that meet modern expectations of luxury, design, and lifestyle.”
While the global average premium for branded residences hovers around 30%, in Dubai, buyers often pay more than 100% extra for elevated design, premium services, and brand cachet,” explains Tahaineh.
“Importantly, Dubai’s branded residences offer more than striking aesthetics. They combine luxury living with five-star services and strong investment appeal. From concierge services and wellness facilities to rental management programmes, these properties attract high-net-worth individuals seeking secure, income-generating assets. Dubai is a unique market that combines the atmosphere of a resort destination while also being home to a thriving residential community,” notes Silvio Ursini, Executive Vice-President of Bvlgari.
“This explains the increased demand for luxury residential, of which the branded segment is the most sought after.”
“Today’s Dubai is a global benchmark for branded real estate — not just in scale, but also in quality,” says Tamara Getigezheva, Co-Founder of Mira Developments.
Silvio Ursini, Executive Vice-President of Bvlgari (right), said Dubai’s branded residences offer more than striking aesthetics.
“The real change came when the market matured and buyers started expecting more than just a logo. They wanted the standards and accountability that brands promised — not just the packaging.”
According to Getigezheva, this evolution has forced both developers and brands to step up. “Here, the gap between promise and reality gets exposed faster than anywhere else. If you overpromise, the market moves on. That forces everyone to deliver something real.”
Brand Over Location?
As global and homegrown names team up with developers, the brand behind a building is increasingly becoming as important as its address. From luxury fashion houses to legendary carmakers, a growing number of developers are leveraging globally recognised brands to elevate the appeal — and pricing — of their properties. “For our customers, the Bvlgari brand is a guarantee,” says Ursini. “It assures them that the location, the design, the quality of execution, and the service are at the highest level.”
Getigezheva argues that in some cases, brand equity is even more influential than location: “Yes, even more so now. A name like Bentley Home carries decades of craftsmanship, poise, and prestige. People immediately recognise the brand for its unique identity. It’s valuable because you can count on a certain obsession with detail, even when nobody’s looking.”
Getigezheva adds that while a great location still matters, Dubai offers many premium locations. “What tips the scale now is the confidence people have in what’s behind the walls — from the curve of a handle to the weight of a door. In that sense, brand equity can absolutely be as important as the address.”
For developers, building brand equity has become a long-term investment —and it’s paying off. “When a developer’s name like Damac is associated with a property, it brings with it a strong sense of value, credibility, and market appeal,” says Tahaineh.
“The brand is widely recognised and respected, and that influence has been built over years of consistently delivering quality developments.” According to Tahaineh, buyers today associate Damac with high-end design, solid construction, and premium finishes. “Research from Savills shows that projects by reputable developers typically command a global average premium of 31 percent. In rapidly growing markets such as Dubai, this figure is often even higher.”
Damac has partnered with several iconic names over the years — including Versace, Cavalli, Paramount, de GRISOGONO, and most recently Chelsea F.C. to deliver branded residences that go beyond mere aesthetics. “These partnerships offer buyers added confidence,” Tahaineh explains, “signalling that the project is not just aspirational but firmly grounded in thoughtful design, high service standards, and quality execution.”
A New Class of Global Buyer
The evolution of branded living has expanded the buyer pool beyond just trophy hunters and global elites. According to Tahaineh, the concept has evolved from a niche ultra-luxury offering into a mainstream segment that appeals to a diverse buyer profile. “Today, branded residences typically attract high-net-worth individuals — whether end users, investors, or global collectors of status addresses.”
This expanding demographic includes long-term homeowners seeking reliable, high-standard residences, savvy investors looking for stable returns, and ultra-wealthy individuals acquiring rare properties as part of a global portfolio of prestigious assets.
“Many buyers choose branded residences for their lifestyle benefits,” Tahaineh continues, “treating the property as a primary home due to the design, service standards, and sense of exclusivity. Others, particularly investors, are drawn to their proven rental potential and resilience; these properties tend to enjoy lower vacancy rates thanks to trusted management and global appeal. Meanwhile, global collectors and trophy asset hunters view branded residences as symbols of social capital and prestige.”
Despite the glamorous image of branded real estate, many buyers aren’t simply chasing status symbols. As Getigezheva, puts it: “There’s a myth that branded residences are just for people chasing status. But more often, I see buyers who are just tired of disappointment. They’ll pay a premium to avoid unfinished spaces, endless repairs, and the sense that they have to babysit their own investment.”
For many end-users — especially families and international professionals the appeal lies in convenience and assurance. “About 99% of our buyers want fully finished properties,” she adds. “They’re not looking to manage design, sourcing, or service — they want to arrive, unpack, and immediately live well. They’re investing in peace of mind.”
Of course, the investment case for branded residences remains compelling. High-quality service, trusted brand management, and global recognition help these properties command premium rents and maintain high occupancy.
“For investors, the value proposition is clear: strong ROI, brand-backed trust, and turn-key appeal for premium rents,” explains Getigezheva.
“Resale profits during the construction phase are especially attractive and match those of ultra-luxury projects in top locations where supply is limited.”
While smart home features have become an expected part of modern luxury, developers are moving away from flashy gadgets and focusing on quiet, efficient systems that elevate daily life. According to Ursini, the integration of technology is carefully measured: “There is a degree of technology being integrated, but never too much cutting-edge, in order to ensure the best consistency. Sustainable practices in energy consumption are always being implemented.” Getigezheva echoes this sentiment, highlighting the shift toward intuitive living: “We’ve all walked into homes where the ‘smart’ system just means another app you don’t want, or the ‘green’ features end up as a sales pitch. We’re after the opposite. The tech that matters is the stuff you never think about: the climate is comfortable, the air is clean, the place just works.”
She continues: “You can be away for a month and the home feels just as fresh and secure when you return. Sustainability is similar. Buyers today spot greenwashing a mile away. They want materials that last, systems that save energy without them having to study a manual, and a home that won’t fall apart in five years.”
Summing up her approach to truly smart and sustainable living, she adds:“If you have to notice how sustainable or ‘smart’ something is, we’ve probably failed. Our test is simple: Would I want my family to live here, year after year, without having to think about these things? If the answer’s yes, we’ve done our job.”
The integration of smart systems and sustainability is also being driven by a growing focus on wellbeing. Tahaineh outlines this trend: “When thinking of the UAE, branded residences are increasingly emphasising wellness, smart technology, and sustainability.”
Projects like Chelsea Residences by DAMAC illustrate this ethos, blending luxury with sports-inspired amenities such as rooftop football pitches and AI-driven fitness systems. Meanwhile, developments like Cavalli Tower feature smart home automation alongside indulgent wellness zones. “Across the UAE, this reflects a growing market demand for properties that offer both prestige and eco-conscious design with a focus on holistic wellbeing,” adds Tahaineh.
Branded residences in Dubai and the wider GCC region are evolving rapidly. Over the next five years, this segment is poised to expand far beyond conventional luxury housing, embracing niche categories such as wellness retreats, family-focused enclaves, and art-centric communities.
Ursini, underscores the importance of heritage and consistent quality in the branded residences market. “There has been a trend for brands to venture into hospitality or branding other services,” he explains, “however what the very demanding customers truly want is reliability and consistency. In this case, being a 150 years old company, with 25 years of experience in the Hotel and Residential business, Bvlgari represents a unique proposition in the market.”
Getigezheva highlights a fundamental shift in buyer expectations — from opulence for its own sake to vibrant, purposeful living environments. “I believe the next five years are about purpose-driven communities where ‘luxury’ means connection, safety, beauty that stands up to daily life, and the chance to build your own story inside the community,” she says. “People are done with marble for marble’s sake – they want a place that’s alive, that grows with them.”
Getigezheva points to Mira Coral Bay as a pioneering example. “We brought together fourteen luxury brands and made them part of one master development, so residents can choose their style and pace: early breakfast at a chef’s restaurant, a walk through real gardens, yoga with the sea in sight, or meeting friends at the beach club after work.”
Tahaineh forecasts a new era where branded residences evolve into highly specialised lifestyle hubs. “In the next five years, we foresee that branded residences in Dubai and the wider GCC will move beyond traditional luxury into specialised lifestyle segments,” Tahaineh says. “Wellness-focused developments are gaining traction, with features like biohacking suites, spa-grade amenities, and medical partnerships becoming standard, driven by rising demand for health-oriented living.”
He adds that family-centric communities will also see growth: “Offering curated spaces for education, multigenerational living, and child-focused wellness is becoming a key differentiator.”
Art-led developments are another emerging trend, where integrated galleries, cultural programming, and artist collaborations add identity and depth to projects. “This shows that while changing buyer priorities matter, so do wellness, purpose, and community,” Tahaineh concludes.
Source: Khaleej Time
Published: 2 July 2025
