Dubai has solidified its status as the world’s leading city for branded residences, fueled by a surge in new project launches in 2025 and strong demand from high-net-worth buyers. According to property consultancy Savills, the number of branded residential schemes in Dubai is expected to reach 910 by the end of the year, representing a 19 percent increase compared to 2024, with more than 220 new projects added to the pipeline this year.
The Middle East and North Africa (Mena) region has emerged as one of the fastest-growing markets globally for branded residences, expanding by 187 percent over the past five years. Dubai alone accounted for 64 completed schemes in 2025 and has 87 additional projects underway.
South Florida and New York follow Dubai in the global rankings. South Florida recorded 48 completed projects with 55 in development, while New York added 32 new schemes and has four more planned. Savills’ Branded Residences 2025/2026 report ranks the leading cities for branded residences as Dubai, Miami, New York, Sao Paulo, London, Cairo, Istanbul, Bangkok, Fort Lauderdale, Phuket, and Mexico City.
“Tax positioning and capital security remain central to these buyers’ decisions,” the report noted. “Dubai has built its reputation on fiscal efficiency, offering a highly attractive tax environment.” Andrew Cummings, head of residential agency at Savills Middle East, said, “Dubai’s appeal as a global lifestyle and investment destination continues to drive branded residential growth. We are seeing sustained demand from international buyers drawn by the city’s connectivity, capital security, and depth of luxury offerings. At the same time, emerging markets such as Ras Al Khaimah and Abu Dhabi are gaining momentum as developers explore opportunities beyond core urban areas.”
The market has witnessed significant new launches. Local developer Binghatti introduced the Dh30 billion multi-tower Mercedes-Benz Places Binghatti City, adding thousands of units to the branded residences sector. JW Marriott Residences has also announced plans to launch branded homes in Dubai.
Currently, around 150 branded residential projects are active in the city. Valentina Rusu, founder of VVS Estate, predicts the number could rise by 80 percent, potentially reaching 250 projects by 2030. She said, “Branded residences go beyond luxury and sales; they represent value. Buyers are investing in a lifestyle, and the brand embodies a unique vision that leaves a lasting impact.”
Urban hubs such as Dubai, London, New York, and South Florida benefit from extensive flight networks and private aviation facilities, making them global gateways for international investors. The report also highlights Ras Al Khaimah and Abu Dhabi as emerging centers for branded residences, with Ras Al Khaimah alone having 24 projects in the development pipeline.
Dubai’s continued expansion of branded residences underscores the city’s strategy of combining luxury, lifestyle, and investment security, ensuring its place at the forefront of the global property market.
