When money is no object, owning a branded residence is a prestigious status symbol synonymous with the apex of luxury living, high-quality, on-demand service and investment security, with healthy year-on-year yields.
Owning one of the world’s most expensive branded residences doesn’t come cheap, with buyers willing to pay up to a 60% premium for a big name-branded home.
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What are branded residences?
Branded residences are, by definition, ultra-luxurious home-hotels offering unrivalled services, designed and sold by some of the world’s super brands such as Versace, Bulgari, Armani and Porsche.
According to Billionaire Magazine, the very first branded residences were conceived in New York in the 1920s, when the Sherry-Netherland Hotel opened its doors in Manhattan. A century on and the sector has seen immense growth with Savill’s reporting and increase in the number of branded residences of 170% over the past 10 years.
Each year, boundary-defying, ultra-prime branded homes are delivered in some of the world’s most luxurious locations, tempting the world’s monied elite – from banking dynasties to young tech tycoons – to part with the top end of six figure sums.
Boundary-pushing standards are re-defined yearly as developers and luxury brands woo potential investors who demand big bang-for-buck when it comes to service-rich amenities in strategic locations.
These include in-house, Michelin-starred restaurants, concierge services, security, spa facilities, in-house butlers, personal trainers, rooftop bars and meditation rooms.
According to prime property estate agent Knight Frank, luxury branded property developers are following travel trends off the back of a new elite of remote workers with ultra-high disposable incomes.
Moving away from traditional urban centres, some of the world’s most expensive branded homes are located in off-the-beaten track locations and global hotspots corresponding with a rise in ultra-high-net-worth-individuals (UHNWIs) – defined as someone with assets of $30 million or more – and an appetite for the very best that money can buy.
Where are the best branded residences?
Latest research from Knight Frank shows that branded properties are cropping up in emerging markets such as Saudi Arabia and Vietnam.
Other popular destinations include the UAE, Mexico and the UK all of which have significant projects in the pipeline with Florida leading US market growth.
In 2023, Knight Frank’s global branded residence report predicted a sector growth of 12% each year to 2026.
Trusted brands such as Aman and Six Senses are seeing strong growth, while The Ritz-Carlton and Four Seasons lead in terms of the number of schemes.
So, where exactly are the world’s best addresses located and why do ultra-wealthy want a slice of the branded residence pie?
We look at some of the most expensive branded properties in the world and why they deserve their eye-watering price tags.
Baccarat Residences, Miami, USA
Prices start at $1.8 million
This shimmering, gently undulating tower developed by luxury designer Baccarat offers 360 one, two, three and four-bedroom, ultra-prime homes and penthouses set to the glitzy backdrop of Miami’s glamorous Brickell district – home to some of the sun-drenched party city’s best restaurants, boutiques, bars and nightclubs.
Due to open in 2028, standout features include floor-to-ceiling glass doors and windows with panoramic views of Biscayne Bay, the Miami River and the Miami city lights and skyline from every residence.
Other amenities include:
- 24-hour security
- Private marina
- Wine cellar
- Numerous swimming pools
- Private workspaces
The OWO Residences by Raffles, London, UK
Price upwards of $5 million
Luxury lifestyle magazine Spear’s lists super-hotelier-brand Raffles’s newest London outpost as one of the most in-demand branded residences in the world.
Occupying London’s former Old War Office built in 1906 and now operating as a 120-room hotel, the landmark, 9-restaurant lifestyle development in prestigious Whitehall offers monied buyers the chance to own one of 85 Raffles branded residences in one of the capital’s most iconic and storied buildings.
With a private entrance for residents, each OWO residence is tailored to its location and features a bespoke handcrafted kitchen by British artisans, Smallbone.
OWO ‘experiences’ includes nine restaurants, three iconic bars, Guerlain’s first London Spa and active wellness by Pillar Wellbeing.
Resident amenities include:
- Swimming pool
- Gym
- Fitness studio
- Spa
- 24-hour concierge and
- Valet parking
- Screening room, games room and meeting rooms
Porsche Tower, Bangkok, Thailand
Top price: $40 million
The first Porsche-branded development in Asia hailed as ‘the essence of sports car engineering’ – earmarked for completion in 2028, will feature 22 exclusive duplex and quadplex ‘Sky Villas’ ranging from 5,649 sq ft to 12,212 sq ft. set over 21 floors in the heart of Bangkok. Deep pockets will need to stretch to a starting sum of $15 million up to $40 million for the very best private residences.
Owners will be able to drive their supercars to their designated parking bays via a spiral ramp called ‘The Loop’ while an LED red ‘crown’ will sit atop of the building resembling the brake light bar beam on the Porsche 911 models.
Top-of-the-range ‘technically inspired’ luxurious kitchens will feature electrically powered drawers and cabinet doors – so owners don’t have to lift a finger.
Amenities include:
- 25-meter swimming pool
- Performance fitness centre
- Spa
- Social lounge and business lounge
- Luxury showroom-style garages with tailored ‘passion spaces’
The super brand has clearly revved the engines of the world’s mega wealthy, with the Porsche Design Tower in Miami selling at 90% on launch.
Six Senses Residences, The Palm, Dubai
Prices start at $1.6 million
Entering the busy Dubai/UAE luxury property market with an outstanding private residence offering is Six Senses, The Palm, due for completion in 2025.
The 162 branded residences will sit alongside the five-star hotel and will include penthouses and Sky Villas. With all residences sold out off-plan, there is a clear demand for the slice of the good life on the world-famous Palm Jumeirah – which comes at a premium price tag.
Renowned for its world-class, spa and leisure facilities, Six Senses Residences The Palm, Dubai, will set the bar high for its new residents. On site will be 60,000 sq ft of wellness and lifestyle facilities – Six Senses Place – such as a gym, squash court, spa, library, meeting rooms, a kid’s club, beach space, swimming pools and restaurants.
Other amenities include:
- Lounge and social areas
- Game room and cinema
- Community spaces will host a range of talks, workshops and events
Waldorf Astoria, New York, USA
Top price: $18,750,000+
The grande dame of branded residences, the Waldorf Astoria is the world’s most famous and storied hotel-come-private home. Dating back to 1931, the original magnet for ‘old wealth’ has hosted politicians, royalty, actors and singers.
The iconic stalwart of Midtown glamour offers those that want a slice of history a head-turning New York address. Famous residents that have called the Waldorf Astoria home include Frank Sinatra, Marilyn Monroe, Grace Kelly and the Duke and Duchess of Windsor.
Undergoing a full makeover in 2023, the prime Manhattan branded homes sit above the eponymous hotel offering UHNW buyers 375 luxury residences ranging from studios to four-bedroom units and penthouses – with a heavyweight price tag in exchange for a world-famous zip code and stellar views across New York’s gravity defying skyline.
Resident-only amenities include:
- 25-metre starlight pool overlooking Park Avenue
- Winter Garden
- Starlight Lounge
- Four private bars
Crown Residences, One Barangaroo, Sydney
Penthouse prices up to $140 million
Soaking in 360-degree views of Sydney’s iconic harbour – One Barangaroo offers residents money-can-buy amenities framed by a harbourfront backdrop of one of the most famous cityscapes in the world. The Sydney Opera House and Harbour Bridge are both within touching distance of these ultra prime residences.
The 76 two and three-bedroom ‘skyhomes’ offer exceptional living standards with a penthouse crowning the standout development – hailed as the most exclusive, and expensive, real estate in Australia.
In 2019, the One Barangaroo penthouse recorded the highest ever price paid for a home in Australia.
The nine-bedroom penthouse was crowned Australia’s most expensive home, selling for more than $140 million.
Bespoke interiors and floorplans have been crafted by designer Meyer Davis. Residents can indulge in the six-star amenities of Crown Sydney – one of the city’s most exclusive hotels. These include:
- Priority access to the tower’s 14 fine-dining restaurants and bars
- Tennis court
- Swimming pool
Four Seasons Private Residences – Los Angeles, USA
Penthouse price: $75 million
A trophy development for the super brand’s global residential strategy and luxury lifestyle experience, the Four Seasons launched 59 designer units in 2020, offering LA’s mega wealthy the top tier of LA living in the heart of glamorous Beverley Hills.
Set within a distinctive, newly-built 13-story building adjacent to the Four Season Hotel, residences begin at a breezy $3 million with $18 million price tag for the very best branded homes.
Crowning the development and weighing in at a staggering $75 million is ‘One LA’ – hailed as ‘the best penthouse in Los Angeles’ offering 6,000 sq ft of ultra prime LA living accessed by private elevator with floor-to-ceiling, 360-degree views of the breathtaking California mountains and coastline set across two floors.
Five-star onsite services include:
- World-class concierge
- In-residence dining and housekeeping
- Private, saltwater pool with cabanas
- 19-seat IMAX Private Theatre Palais and lounge
- Harley Pasternak-designed Fitness Centre and residents’ lounge
Other ultra-luxe brands entering the race for the world’s most exclusive branded residences include,Bentley, Aston Martin and Bulgari.
A number of other branded residences are in the development pipeline earmarked for completion or launch in 2025.
