Dubai has cemented its position as the global hub for branded residences, where lifestyle-driven real estate is commanding record premiums and setting new benchmarks for luxury investment.
Globally, the branded residence sector has grown 160% over the past decade, but Dubai’s pace is unmatched. The emirate already hosts 61 completed projects and has 100 more in development, led by names such as Armani, Bugatti, Six Senses, and Mercedes-Benz.
According to Betterhomes CEO Louis Harding, branded properties in Dubai command a premium of around 40% compared to traditional homes, with some developments exceeding that margin by a significant amount. “Luxury real estate is evolving. A home is no longer simply where you live, but a reflection of identity and aspiration,” Harding said.
Record Premiums and Global Leadership
- Bugatti Residences (Business Bay): premiums close to +198%.
- Armani Beach Residences and Mercedes-Benz Places: exceed +130%.
- Average Dubai branded residences: 40% above traditional homes, with select projects achieving over 100% premiums.
This trajectory highlights Dubai’s leadership in shaping lifestyle-led real estate. Harding added:
“In Dubai, branded residences consistently outperform the market, often achieving premiums of over 100%. With the MENA region forecast to hold a quarter of global supply by 2030, Dubai has established itself as the benchmark for lifestyle-led investment.”
Lifestyle Meets Investment
For homeowners, branded residences offer more than square footage; buyers purchase a curated lifestyle where brand values are embedded in design, service, and amenities. For investors, the appeal is equally clear: faster sales cycles, stronger resale values, and long-term confidence compared to conventional luxury properties.
Dubai’s branded residences are no longer just towers with logos; they represent a new language of luxury, where real estate is as much about identity and aspiration as it is about location.
