Dubai’s off-plan branded residences are rapidly establishing themselves as a dominant force in the luxury property sector, accounting for an impressive 83% of total sales value and 79% of transaction volume during the first half of 2025. This surge is largely driven by developers responding to burgeoning demand with an unprecedented increase in pipeline projects, according to a recent report from Morgan’s International Realty.
The city witnessed the addition of 5,510 branded units in the first half of 2025, spread across 12 innovative developments. This brought the total supply of branded residences to an impressive 48,474 units, marking Dubai as the city with the highest concentration of such properties globally.
A key driver behind this growth is a strong pipeline of projects currently under construction, which now represents over 63% of Dubai’s branded residential inventory, totaling 30,374 units across 90 developments. In contrast, ready-to-move-in stock comprises 18,100 units from 54 projects.
“The weight of the market has shifted decisively toward pipeline projects,” remarked Elias Hannoush, Managing Director of Morgan’s International Realty. “Off-plan branded residences are attracting both end users and investors with compelling lifestyle offerings and capital appreciation potential.”
Investors flock to under-construction projects
The appeal of under-construction branded residences is evident, with average prices reaching $1,049 per square foot (AED 3,853), surpassing the $1,015 (AED 3,727) for available units. This trend marks a significant turn from historical patterns, reflecting increasing buyer confidence in off-plan luxury real estate and the growing importance of branding in maintaining property values.
The pipeline’s standout projects in terms of sales value include:
- Palace Villas Ostra at The Oasis: $1.83 billion (AED 6.72 billion)
- Franck Muller Vanguard Tower, Dubai Marina: $240 million (AED 882 million)
- Rove Home, Dubai Marina: $275 million (AED 1.01 billion)
These developments highlight the burgeoning demand for unique, branded living experiences that seamlessly combine luxury service, architectural excellence, and exclusivity.
New launches reshape Dubai’s skyline
Among the exciting new developments is the Trump International Hotel & Tower at La Mer, set to complete in Q1 2029. With an average selling price of $2,274 per square foot (AED 8,351), this ambitious project aims to redefine ultra-luxury beachfront living.
Additionally, Jumeirah Asora Bay by Meraas is scheduled for completion by Q4 2031. This coastal development merges organic materials with graceful architectural lines, with average prices reaching $934 per square foot (AED 3,429). It offers premium waterfront residences conveniently located near Downtown Dubai.
Both of these initiatives reflect a discernible shift among developers toward high-value investments with elongated timelines, often associated with renowned global brands. The objective is to attract ultra-high-net-worth individuals, whether for second homes, investment opportunities, or long-term lifestyle bases in the UAE.
Given the robust investor interest and strong absorption rates, Morgan’s International Realty anticipates that Dubai’s off-plan branded residences pipeline will continue to flourish through 2026 and beyond. Factors such as regional population growth, attractive visa incentives, and expanding luxury tourism are expected to drive this momentum.
Prime areas like Downtown Dubai, Dubai Harbour, and The Oasis remain at the forefront of pipeline development. However, locations such as La Mer, Dubai Hills Estate, and Dubai Creek Harbour are increasingly on the radar of developers eager to capitalize on previously untapped high-demand zones.