Dubai's off-plan branded residences are reshaping the luxury property market, dominating sales and transaction volumes in 2025. Developers are meeting high demand with numerous new launches, increasing the city's branded residence stock to unprecedented levels.

In a striking development within the luxury real estate sector, Dubai's off-plan branded residences have emerged as pivotal players. These properties accounted for an impressive 83% of total sales value and captured 79% of transaction volume during the first half of 2025. This surge is fueled by developers eager to satiate growing demand through record-setting project launches.

The rapid expansion has seen Dubai add 5,510 branded units across twelve new developments during this period, elevating the total supply of such residences to 48,474 units-marking it as the city with the highest concentration globally.

Central to this trend is a robust array of under-construction projects constituting over 63% of Dubai’s branded residential inventory. Currently, there are 30,374 units underway across ninety developments while ready stock consists of 18,100 units from fifty-four projects.

Elias Hannoush, Managing Director at Morgan’s International Realty, noted a significant shift toward these pipeline projects. "Off-plan branded residences appeal greatly to both end-users and investors," he remarked, highlighting their lifestyle allure and promising capital returns.

Investor Interest in Under-Construction Properties

The average price for under-construction branded residences stands at $1,049 per square foot (AED 3,853), surpassing that of ready units priced at $1,015 (AED 3,727) per square foot. This reversal underscores increased buyer confidence in off-plan luxury options and demonstrates branding's critical role in maintaining value stability.

Noteworthy projects driving sales 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)

Upcoming Projects Transforming Dubai’s Skyline

Among upcoming ventures is the Trump International Hotel & Tower at La Mer, slated for completion in Q1 2029 with an average selling price set at $2,274 per square foot (AED 8,351), representing a pinnacle in ultra-luxury beachfront living.

Additionally on the horizon is Meraas’ Jumeirah Asora Bay-a blend of natural materials and innovative architecture-with its completion expected by Q4 2031 and prices averaging $934 per square foot (AED 3,429). This development offers prime waterfront living close to Downtown Dubai.

This focus on high-value investments tied to iconic global brands reflects an ongoing strategy to cater to ultra-high-net-worth individuals seeking second homes or solid investment assets within the UAE.

Morgan’s International Realty anticipates sustained activity within Dubai’s branded residence pipeline well into future years. Driving this momentum are factors like regional population growth coupled with advantageous visa policies and thriving luxury tourism sectors.

The continuing evolution sees Downtown Dubai alongside locales such as The Oasis remain pivotal hubs for these projects; however emerging regions like La Mer and Dubai Hills Estate also gain prominence as prime new territories for development.