Dubai's real estate market is actively developing in the segment branded residences — branded residences that are created in partnership with global brands. Today, among the most prominent players are: Bugatti, Mercedes-Benz, Lamborghini, Pagani, Aston Martin and BRABUS.

Car brands go beyond business as usual and turn their recognition, design and philosophy into real value per square meter. For the buyer, this becomes an opportunity to purchase not just a home, but a lifestyle with a high level of service and status.

Why branded projects sell more expensive

The main factor in the popularity of branded residences is the price premium. According to research by Knight Frank, such properties, on average, cost about 30% more than comparable projects without a brand with the same location and class of housing.

In Dubai, the premium for individual projects can be significantly higher, sometimes exceeding 100% of the market average. The reason is that branded residences often enter the market in the most powerful locations and are aimed at an audience of luxury buyers.

Who is buying branded real estate in the UAE

Branded residences are especially in demand among wealthy investors and buyers who are focused on preserving their capital. The Destination Dubai 2025 study notes that many high-net-worth buyers consider such properties as an asset protection tool and expect a 5-15% increase in value in the first year of ownership.

An additional driver of demand is the growth of the ultra-premium real estate market. In 2025, Dubai showed hundreds of deals in the property category worth $10 million, and it is in this segment that branded projects are most actively represented.

Dubai is the world leader in branded residences

Dubai has become one of the fastest-growing branded residency markets in the world due to a combination of:

• a favorable tax environment;
• clear regulation for investors;
• strong tourism and high rental demand;
• international capital inflows;
• the city's reputation as a safe and stable jurisdiction.

For many buyers, returning trips to Dubai are the first step towards buying property: the city is familiar, the districts are clear, the infrastructure is predictable, and the investment logic is transparent.

A brand is a service, design and management, not just a name

It is important to understand that branded residences differ in the level of brand involvement. In some projects, the brand only influences the architectural concept and interior solutions. Others, especially when it comes to hotel brands, are developing a full-fledged model of management, services and quality standards.

This is a key point for the buyer: the real value of a branded property directly depends on how the brand controls the quality of workmanship and the level of living after the project is completed.

What does the buyer get: not only an apartment, but also a lifestyle package

In such projects, the buyer purchases not only real estate, but also a carefully designed environment: privacy, infrastructure, service, design and community.

For example, Bugatti Residences by Binghatti to Business Bay It is being promoted as a concept of a closed lifestyle space, where private amenities and unique solutions for residents are important.

Car brands are striving to transfer their philosophy to a residential environment so that people feel the brand not only while driving, but also in everyday life.

The bottom line: why a brand premium can be justified

Branded residences in Dubai are one of the brightest trends in luxury real estate in the UAE. They may be of interest to those who:

• wants a status object in a top location;
• considers real estate as a tool for protecting capital;
• appreciates service and manageable quality of accommodation;
• plans to rent out in the premium segment.

However, the key rule remains the same: the brand award is justified only when the actual level of the project corresponds to the declared name — in terms of architecture, infrastructure and service.