The branded residences sector in Dubai continues to grow, with the market reaching a total of 64,744 units across 183 developments by mid-2026. According to a new report from Morgan’s International Realty, more than 5,100 units were added in the first half of the year alone. While the sheer volume of transactions saw a dip compared to the previous year—down 21 percent—the sector remains highly attractive to international investors. Off-plan properties remain the dominant force, making up the vast majority of activity as buyers lean into flexible, construction-linked payment plans.

Despite a cooling in overall transaction volume, the pricing power of branded homes remains remarkably strong, commanding a 56 percent premium over non-branded counterparts. However, industry experts suggest that the market is entering a more mature and competitive phase. Elias Hannoush, founder of Morgan’s International Realty, noted that a brand name is no longer a guarantee of success. As the market saturates, investors are shifting their focus toward project quality, long-term operational excellence, and delivery standards. While ultra-luxury "trophy" deals continue to fetch hundreds of millions of dirhams, the broader market will face a true test of value retention once current payment plans conclude and these properties transition into the ready-to-move-in market.