Luxury living is entering a new era. By 2031, Dubai plans to deliver more than 140 branded residences with exceptional premiums for investors.
The global branded residences market has grown by more than 160% in the past decade, with Dubai emerging as its undisputed leader. The emirate currently has 61 completed projects and 100 more under development, making it the world’s largest hub for this type of living.
From hotels to fashion houses and carmakers
Branded residences are no longer limited to hotel names like Ritz-Carlton or Four Seasons. The concept has quickly expanded into the worlds of automotive, fashion, and wellness. In Dubai, projects now carry the names of Armani, Bugatti, Mercedes-Benz, and Six Senses.
Luxury with a clear premium
Aligning with a prestigious brand also brings a significant financial effect. Bugatti Residences in Business Bay sell with a premium of up to 198%, meaning they cost nearly twice as much as comparable non-branded projects nearby. Armani Beach Residences and Mercedes-Benz Places achieve premiums exceeding 130%.
👉 In practice, this premium does not mean long-term appreciation, but rather an immediate price difference compared to standard luxury units. Investors are willing to pay more because the property carries a prestigious name and the exclusivity that comes with it.
“Luxury living is no longer just about location – it’s about identity and aspiration. In Dubai, branded residences consistently outperform the market, often with premiums exceeding 100%. With more than 140 projects scheduled for completion by 2031, the city is clearly shaping the future of lifestyle-driven investment,” said Louis Harding, CEO of Betterhomes.
Dubai as a global benchmark
Branded residences offer advantages not only for residents but also for investors – they enjoy higher resale values and faster sales compared to standard luxury properties.
By 2030, the Middle East and North Africa region is expected to represent 25% of the global branded residences supply, with Dubai driving much of this growth. The emirate is positioning itself as the global benchmark for luxury living and lifestyle-driven investment.
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