Branded residences have emerged as a rising force in the luxury real estate market, combining a sophisticated lifestyle with the appeal of renowned international brands. At the heart of this global transformation is Dubai, the capital of this accelerating trend, achieving 160% growth in the sector over the past decade, according to a recent report by Better Homes, titled “Branded Residences: Dubai vs. the World.” The report indicates that Dubai is on its way to becoming the global capital of branded residences, with the number of projects expected to reach 140 by 2031, surpassing major cities such as Miami, London, and Phuket.
Christopher Senna, Sales Director at Better Homes, said: “High-net-worth buyers are no longer just looking for a property; they are investing in a lifestyle, brand value, and future growth prospects. Dubai offers all of these, which is why it outperforms established markets such as London and Miami.” The report indicated that Dubai offers higher investment value than Miami, a more attractive tax environment than London, and long-term growth potential that outperforms destinations like Phuket. For example, while some branded residences, such as Aston Martin in Miami, reach prices of up to AED 25,000 per square foot, Bulgari and Bugatti residences in Dubai remain more attractive in terms of price, maintaining high premiums and strong investor demand.
The branded residences sector has evolved from being limited to luxury hotels such as the Four Seasons and Ritz-Carlton to include brands from the worlds of automotive, fashion, and entertainment. Dubai has emerged as one of the first cities to embrace this shift, leading a global trend toward integrated residential and lifestyle brands.
With more than 50 completed projects and 130 more under development, Dubai continues to strengthen its position as a driving force reshaping the future of luxury real estate worldwide.
Spacious Residences
Dubai’s luxury real estate market is undergoing a radical transformation, driven by a sharp increase in demand for spacious, high-quality housing, as global investors prioritize stability, strategic growth, and long-term value over short-term speculation.
This transformation was embodied in a massive AED 168 million real estate deal for a luxury five-bedroom apartment covering an entire floor, concluded by Paul Sharland, Director of New Projects at House & House. This transaction ranks among the ten most expensive residential apartment deals in Dubai’s history.
At a time when many global markets are experiencing uncertainty, Dubai’s ultra-luxury segment continues to attract confident capital.
Sharland said: “There is a gap between perception and reality. The clients I deal with have not retreated; they are becoming more selective, doubling down on their investments in Dubai, and thinking broadly.” This major deal wasn’t the only one. Sharland closed three major deals for the same international investor during the second quarter of 2025, including a AED 30 million villa on Palm Jumeirah and another AED 52 million deal, further cementing House & House’s position as a trusted broker for elite deals.
Sharland explained that this increase reflects a shift in how serious investors evaluate opportunities, adding: “It’s no longer just about numbers. It’s about value, policies, infrastructure, and where the city invests its money. That’s what matters to serious capital.” According to the UBS Global Wealth Report 2025, the UAE saw the second-highest increase in the number of millionaires globally in 2024, rising by 5.8%, adding 13,000 new millionaires in a single year. The Henley & Partners Private Wealth Migration Report 2025 predicts that the UAE will receive the largest net inflow of high-net-worth individuals globally this year, with a total of 9,800 millionaires, surpassing any other country in the world. The UK is expected to lose 16,500 millionaires. These movements reflect the preference of high-net-worth individuals for stable legal systems, favorable tax environments, and sovereign stability.
13,000 Branded Units
2024 saw exceptional performance, with more than 13,000 branded residential units sold in Dubai, with a total value exceeding AED 60 billion, a 43% increase over the previous year. Buyers are eager to purchase these properties despite price differences, paying premiums of 40% to 60%, driven by their desire to enjoy a luxurious lifestyle, exceptional services, and strong long-term investment returns.