Dubai’s branded residences market is entering a more mature phase in 2026. While transaction activity has slowed compared with the exceptionally strong levels seen last year, demand for premium branded properties remains resilient, with buyers continuing to pay significantly higher prices for branded homes.

According to Morgan’s International Realty’s H1 2026 report, Dubai added 5,184 branded residential units during the first half of the year, taking total inventory to 64,744 units across 183 developments. This represents an 8.7% increase in branded residence supply in just six months.

At the same time, the market recorded 4,648 branded residence transactions worth Dh22.21 billion in H1 2026. Transaction volumes declined by 21%, while total sales value fell by 47% compared with the first half of 2025. The decline in sales value was partly linked to a shift towards smaller units, lower price points and non-prime inventory.

Despite the moderation in activity, branded residences continue to command a substantial price premium. The average price reached around Dh3,662 per square foot in H1 2026, compared with approximately Dh2,354 per square foot for comparable non-branded properties. This represents a premium of about 56%, considerably higher than the global average of roughly 30% to 35%.

Off-plan properties remain the biggest driver of the sector, accounting for 82% of transaction volume and 78% of total sales value. Construction-linked payment plans and growing international investor interest are helping maintain demand for new branded developments.

Dubai’s luxury property market is also continuing to attract high-net-worth buyers. Several ultra-luxury transactions above Dh200 million were recorded during the first half of 2026, including a Dh422 million sale at Aman Residences Dubai. These high-value deals demonstrate that demand for scarce, trophy properties remains strong even as the broader market becomes more selective.

The competitive landscape, however, is changing. The number of branded residential developments in Dubai has more than tripled since 2020, increasing from 50 to 183 projects. As supply grows, buyers are expected to focus more closely on construction quality, location, services, delivery standards and long-term property management rather than simply relying on the strength of a brand name.

Overall, Dubai’s branded residences market remains a strong segment of the luxury real estate sector, but 2026 is bringing greater competition and more selective buying behaviour. The market’s next phase will likely depend on whether developers can maintain premium pricing through strong execution, high-quality services and lasting value for property owners.