Dubai’s property market has always had a flair for the extraordinary — but today’s luxury buyer isn’t just chasing waterfront views or marble finishes. They’re looking for identity. And in 2025, that identity is increasingly coming from global brands.

From Bulgari, Armani, and Baccarat to the latest automotive and fashion legends entering the fray, we’re seeing the age of branded residences reshape the skyline — not just in Dubai, but in other rising luxury pockets across the UAE.

Why Buyers Are Going Branded

The idea is simple but powerful: buy a home that reflects a world-class lifestyle, backed by a globally recognized brand. For UHNWIs and global nomads, this adds trust, value, and consistency — especially when purchasing cross-border or off-plan.

According to Knight Frank, branded residences in Dubai sold at a 20–30% premium in 2024, with inventory absorption rates 2x faster than similar non-branded units.

But it’s not just about prestige. It’s about the loyalty ecosystem:

• Residents get access to exclusive hotel-like services.
• Brands maintain property standards to protect their name.
• Buyers enjoy better long-term asset protection — and resale value.

What’s Hot Right Now?

Mercedes-Benz Place, Downtown Dubai

The city’s most futuristic branded launch to date. With interiors inspired by automotive precision and smart-home automation at its core, this project is pushing the boundaries of residential design. Over 60% sold within the first three weeks.

Armani Beach Residences, Palm Jumeirah

Think ultra-refined beachfront elegance. Starting from AED 9,000 per sqft, this project isn’t for everyone — it’s for those who want to live like no one else can.

Baccarat Residences, Downtown

Luxury crystal brand meets urban glam. This project proves the power of emotional branding — connecting elegance, history, and art in residential form.

Karl Lagerfeld Villas by Taraf, Meydan

Fusing haute couture with architecture, this launch targets trend-conscious buyers seeking design-forward living in Dubai’s most rapidly transforming area.

The Next Luxury Destination: Marjan Island, Ras Al Khaimah

While Dubai dominates the branded game, Ras Al Khaimah is quietly building its own high-end narrative — and it’s time to take notice.

Al Marjan Island, a manmade beachfront archipelago just 45 minutes from Dubai, is becoming a magnet for luxury hospitality-led real estate. With the announcement of Wynn Al Marjan Island (the region’s first casino resort) and new luxury residential zones, the area is now firmly on the radar for both lifestyle buyers and speculative investors.

Enter Richmond's latest launch — a soon-to-be-announced branded residence project on Marjan Island. Designed to combine beachfront tranquility with elite global branding, the project will align itself with the same pedigree seen in Palm Jumeirah and Saadiyat. Expect top-tier design, concierge services, and strong long-term rental prospects.

What makes it interesting? The price-per-sqft here is still significantly lower than Dubai (starting from AED 2,000–2,500/sqft), while offering comparable brand association, hospitality, and location-driven demand. That’s capital appreciation waiting to happen.

Investor Takeaways

• Premium Retention: Branded residences in Dubai are now consistently achieving 10–25% premiums over traditional luxury units — and maintaining value more robustly during market cycles.
• Global Demand: A strong pull from European, Russian, Chinese, and Indian buyers is fueling this segment — especially those seeking second homes with international credibility.
• New Frontiers: Locations like Marjan Island offer an early-mover advantage in a market that is still at the beginning of its luxury transformation.
• Long-Term ROI: With rental yields in high-brand towers averaging 6-7%, and resale desirability much stronger than non-branded competitors, branded real estate is proving to be more than just a name — it’s a long-game strategy.

Final Word: Branded Is the New Benchmark

We’re no longer just talking about architecture or finishing — we're talking about legacy. A home under the Armani, Baccarat, or Mercedes-Benz banner isn’t just a home — it’s a collectible. It comes with global recognition, timeless design, and the kind of desirability that transcends market shifts.

And for the savvy investor or buyer who understands the value of perception in luxury markets, this branded wave isn’t hype. It’s the future.

Dubai created the stage. Now the world’s most iconic names are stepping on it — one residence at a time.

fäm Properties offers exclusive access to the most prestigious branded residences, where legacy meets luxury. Contact us today to explore these collectible homes and make a timeless investment.