Purchasers are placing greater emphasis on homes that merge lifestyle, identity, and community with exclusivity and enduring value, propelling Dubai ahead of established luxury real estate centers such as Miami, London, and New York to become the world’s capital of branded residences.

The emirate is leading a global shift in luxury living, shaped by the evolving preferences of a new generation of property buyers, with 48,474 branded units across 144 developments and more than 5,500 new homes delivered in just the first half of 2025.

Once limited to collaborations with hospitality giants such as Ritz-Carlton and Four Seasons, branded residences—luxury homes developed in partnership with world-renowned brands—have expanded in Dubai to feature global fashion houses like Armani and Missoni, automotive icons such as Bugatti and Mercedes-Benz, and lifestyle leaders including Cipriani and Six Senses.

The appeal of brand-backed experiences, loyalty, and resale premiums has led buyers to spend 40–60% more on branded residences than on conventional homes. In the past decade, Dubai has recorded a 160%+ surge in branded properties, outpacing global growth and reshaping the city’s property sector.