Due to the debut of numerous new projects in 2025 and the high demand from billionaires to purchase valuable houses in the city, Dubai maintained its position as the world’s capital of branded homes.
The number of branded residential schemes is predicted to reach 910 by the end of 2025, indicating a 19% year-over-year increase, with more than 220 new projects added to the pipeline in 2025 alone, according to an estimate by property firm Savills.
Following Dubai, South Florida reported 48 completed projects and 55 in the works, while New York reported 32 completed projects and four ongoing projects.
Overall, Dubai was the city with the most branded residences, followed by Miami, New York, Sao Paulo, London, Cairo, Istanbul, Bangkok, Fort Lauderdale, Phuket, and Mexico City, according to Savills Global Residential Consultancy’s Branded Residences 2025/2026 report.
“Tax positioning and capital security remain equally central to these purchasers’ decision-making. Dubai has built its reputation on fiscal efficiency, offering a highly attractive tax environment,” it said.
“Dubai’s continued appeal as a global lifestyle and investment destination is placing it firmly at the centre of branded residential growth. We are seeing sustained demand from international buyers drawn by the city’s connectivity, capital security and depth of luxury product, while emerging destinations such as Ras Al Khaimah and Abu Dhabi are gaining momentum as developers look to diversify beyond core urban markets,” said Andrew Cummings, head of residential agency, Savills Middle East.
Leading local developer Binghatti introduced a Dh30 billion multi-tower Mercedes-Benz Places Binghatti city earlier this month, expanding the market for branded homes by thousands of units. In a similar vein, JW Marriott Residences declared its intention to introduce branded homes in Dubai.
250 projects by 2030
In Dubai, there are now about 150 branded residential projects underway.
According to VVS Estate founder Valentina Rusu, the number of branded homes in Dubai is expected to rise by 80% by 2030, possibly reaching 250 projects.
“Branded residences go beyond luxury and sales; they represent value. Buyers are not just interested in purchasing a home, but investing in a lifestyle. The brand embodies a unique vision that leaves a lasting impact,” Rusu said.
According to the report, large airline networks and private aviation facilities enable metropolitan hotspots like Dubai, London, New York, and South Florida to serve as genuine global gateways.
It’s interesting to note that the survey also showed Abu Dhabi and Ras Al Khaimah rising to prominence in the future development pipeline for branded properties, indicating growing investor interest in both established and upcoming lifestyle-led areas throughout Egypt and the United Arab Emirates.
According to data, Ras Al Khaimah is currently developing 24 branded residential complexes.
