Dubai’s off-plan branded residences are becoming a dominant force in the luxury property sector, driving significant market activity as the city gears up for an influx of new developments. According to a recent report by Morgan’s International Realty, these residences accounted for an impressive 83 percent of total sales value and 79 percent of transaction volume in the first half of 2025. With an unprecedented surge in pipeline projects, the appeal of off-plan branded residences shows no sign of slowing down.
In the first half of 2025, the city welcomed an additional 5,510 branded units across 12 new developments, elevating the total supply of branded residences to 48,474 units. This remarkable figure positions Dubai as the leading global city in terms of branded residential offerings.
Central to this remarkable expansion is a steady pipeline of under-construction projects, which now comprise over 63 percent of Dubai’s branded residential inventory, totaling 30,374 units across 90 developments. In stark contrast, the ready stock includes 18,100 units distributed across 54 projects.
“The weight of the market has shifted decisively toward pipeline projects,” stated 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
Under-construction branded residences are currently commanding an average price of $1,049 per square foot (AED 3,853), showing a slight increase compared to the $1,015 (AED 3,727) for completed units. This shift marks a departure from historical trends, demonstrating heightened buyer confidence in off-plan luxury products and the pivotal role branding plays in price stability.
Notable pipeline projects that have garnered significant 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 projects underscore the demand for unique, branded living experiences that favor a fusion of premium service, striking architecture, and exclusivity.
New launches reshape Dubai’s skyline
Among the highly anticipated developments is the Trump International Hotel & Tower at La Mer, expected to complete in Q1 2029. With an average selling price of $2,274 per sq ft (AED 8,351), it aims to set a new standard in ultra-luxury beachfront living.
Another exciting project, Jumeirah Asora Bay by Meraas, blends natural materials with contemporary architectural designs and is set for completion by Q4 2031. With prices averaging $934 per sq ft (AED 3,429), this development provides premium waterfront residences close to Downtown Dubai.
These projects indicate a strategic shift among developers toward high-value, long-term investments, frequently backed by renowned international brands. They cater to ultra-high-net-worth individuals seeking second homes, investment opportunities, or long-term residences in the UAE.
With strong investor interest and healthy absorption rates, Morgan’s International Realty anticipates that Dubai’s branded residence pipeline will remain vibrant into 2026 and beyond. This growth is spurred by factors such as regional population increases, visa incentives, and the ongoing expansion of luxury tourism.
While Downtown Dubai, Dubai Harbour, and The Oasis have long been favored for pipeline development, areas like La Mer, Dubai Hills Estate, and Dubai Creek Harbour are increasingly being targeted as developers expand into previously untapped prime locations.