Dubai’s luxury property market continues to attract global attention, and branded residences are becoming one of the biggest parts of that growth.
According to Global Branded Residences’ Annual Branded Residences Report 2025–2026, Dubai now has 184 branded residential projects, including 68 completed developments and 116 projects currently in the pipeline.
That is more than double the number of projects in Miami, which ranks second globally with 85. São Paulo follows with 39 projects, while New York has 36.
The report describes Dubai as being “in a league of its own” when it comes to branded residences.
Dubai Leads a Growing Global Market
The growth is not limited to Dubai. The UAE has become the world’s largest market for branded residences, with 75 completed schemes and another 185 developments under construction or in the pipeline.
Branded residences are properties linked to well-known luxury, hospitality, fashion, automotive or lifestyle brands. The concept has become increasingly popular among buyers looking for more than just a high-end apartment or villa.
For developers, working with a recognised brand can help create a stronger identity for a project. For buyers, the brand can offer a sense of exclusivity, service and prestige.
Dubai has been particularly successful in bringing different types of brands into its residential market.
From Luxury Cars to Football Clubs
One of the clearest examples is Bugatti Residences by Binghatti in Business Bay. The project is the world’s first residential development carrying the Bugatti name.
It includes 171 Riviera Mansions and 11 Sky Mansion penthouses, along with features such as a Riviera-inspired beach and private car lifts that allow residents to take their vehicles directly to their penthouses.
Binghatti has also entered partnerships with other high-profile names, including Mercedes-Benz and Jacob & Co.
The branded residence trend is also moving into sports.
Chelsea Residences by DAMAC in Dubai Maritime City is being developed in partnership with Chelsea Football Club and includes more than 1,400 residences. The project has been positioned as the world’s first Chelsea-branded residential development.
These projects show how Dubai’s branded property market is moving beyond the traditional hotel-branded model.
Buyers Are Paying a Premium for the Brand
There is also a clear financial reason behind the growing interest in branded residences.
Global Branded Residences analysed transactions across 106 projects between 2020 and 2026 and found that branded homes sold for an average 44 per cent premium compared with similar non-branded properties.
The premium is even higher across the Middle East and North Africa (MENA), where it reaches 59 per cent.
Resort properties also command a significant premium, averaging 57 per cent, while urban branded residences record an average premium of 34 per cent.
For investors, this makes branded residences an increasingly interesting segment of the luxury property market.
MENA Becomes a Major Growth Hub
The Middle East is now the fastest-growing region for branded residences.
MENA currently has 118 completed branded residence projects, with another 308 developments in the pipeline. This represents around 27 per cent of the global development pipeline.
Another important change is the rise of standalone branded residences.
Traditionally, branded residences were closely connected to luxury hotels, allowing homeowners to benefit from hotel-style services and facilities. That model is changing.
Standalone developments now account for 47 per cent of the MENA market, compared with 37 per cent globally.
Dubai stands out even further. Around 77 per cent of the city’s upcoming branded residence supply is expected to be standalone developments.
What This Means for Dubai’s Property Market
Dubai’s lead in branded residences reflects the wider transformation of its luxury real estate market.
The city is attracting partnerships with some of the world’s biggest names across automotive, fashion, hospitality and sports. At the same time, developers are using these partnerships to create projects aimed at buyers who are willing to pay more for exclusivity and a recognised global identity.
Globally, there are now 1,972 branded residence projects, of which 848 are completed and 1,124 are still in development.
With more than half of the global supply still in the pipeline, the sector is far from reaching its peak.
For Dubai, the trend could further strengthen its position as one of the world’s leading destinations for luxury real estate. As branded residences become less dependent on hotels and more brands enter the property market, the definition of a luxury home is changing — and Dubai is currently at the centre of that change.