Branded residences are emerging as one of the fastest growing segments of the UAE’s luxury real estate market, with new data pointing to rising transaction volumes, sharp price premiums and an expanding development pipeline across Dubai, Abu Dhabi and Ras Al Khaimah.
According to CBRE Research’s UAE Branded Residences Report 2025, strong macroeconomic fundamentals, wealth migration and growing international demand are driving investor confidence in high-end, brand-led residential projects.
The UAE’s GDP growth forecast for 2025 has been revised up to 5.3 per cent, supported by non-oil sector expansion, rising tourism numbers and continued inflows of high-net-worth individuals.
UAE branded residences see surge
Dubai remains the region’s most mature branded residences market, recording a 26 per cent year-on-year increase in transaction volumes during the first nine months of 2025. More than 7,700 branded units were sold over that period, with total sales value rising 51 per cent to nearly AED50 billion. Buyers are paying an average premium of around 64 per cent for branded homes compared with non-branded properties in the same locations, significantly above global norms.
Growth has been led by the ultra-luxury villa segment, including high-profile launches tied to global automotive and lifestyle brands. While hospitality-linked projects still dominate supply, the report notes a rapid rise in non-hospitality branded residences, adding diversity across price points and buyer profiles. More than 80 per cent of branded transactions in Dubai remain off-plan, reflecting investor appetite for early access to flagship developments.
Abu Dhabi is following a different trajectory, with growth driven more by scarcity and exclusivity than scale. Branded residence transaction volumes rose 126 per cent year-on-year through the first nine months of 2025, led by launches on Saadiyat and Yas islands.
Branded living shapes UAE property
Buyers in the capital are paying average premiums of around 87 per cent, reflecting limited supply, strong brand appeal and the integration of cultural and leisure infrastructure. Branded homes are projected to account for up to 18 per cent of Abu Dhabi’s residential deliveries by 2029.
Ras Al Khaimah has emerged as the UAE’s fastest growing branded residences market, supported by its repositioning towards luxury tourism and leisure. The pipeline is heavily concentrated around Al Marjan Island, where branded units are expected to make up 54 per cent of new supply by 2030.
The announcement of the Wynn Al Marjan Island resort has been a key catalyst, attracting international brands and investor interest. Recent launches have posted record-breaking sales, underlining the emirate’s growing appeal to both regional and overseas buyers.
CBRE notes that the rise of branded residences is closely linked to wealth migration trends, particularly among high-net-worth and so-called everyday millionaires seeking stability, long-term value and lock-and-leave investment options.
With global brands continuing to expand their presence and significant new supply scheduled through to 2030, branded living is set to play an increasingly central role in shaping the UAE’s luxury property landscape.
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