MILAN — Branded residences are providing luxury players a boost amid challenging times. From Miami to Dubai, fashion, automotive and even watchmaking brands are taking the plunge.
On Thursday, Italy’s Oniro Group, which owns the licenses to produce Roberto Cavalli Home Interiors, Gianfranco Ferré Home and Etro Home Interiors announced Jacob & Co. its latest partner.
The New York City-based jewelry and watchmaker and Oniro Group have teamed up for the development of Jacob & Co. Beachfront Living by Ohana, a project curated by Ohana Development, a major player in the Middle East’s luxury real estate sector.
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The property, expected to be completed by the second quarter of 2028, is located in Al Jurf, a premium waterfront real estate project located between Dubai and Abu Dhabi.
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Jacob & Co. Beachfront Living by Ohana will include 457 residences, including sea view apartments, villas, penthouses, beachfront mansions and Sky mansions, which are spacious rooftop residences offering 360-degree views and dedicated private elevators for ultimate exclusivity. The building’s shape will be constructed in the form of a J and a C, as a testament to the brand. Jacob & Co. was founded in 1986 by Jacob Arabo, who immigrated to the U.S. from the Soviet Union.
A Real Estate Boom
Al Jurf’s reputation as an Emirati desert oasis is on the rise. Defined by its natural reserve and diverse wildlife, Al Jurf is becoming home to an increasing number of luxury villas with its real estate market driven by the influx of new residents from Russia and India.
Oniro Group acquired the brand license for the production and distribution of Jacob & Co. Haute Living line earlier this year. Together, the two firms will collaborate on the project’s development by furnishing the spaces with the brand’s new collection, Oniro chief executive officer Moreno Brambilla said in a statement.
“The collection was created specifically for branded projects, which form the core of this home line’s business. This is just the beginning of a significant growth plan, that we are confident will impress everyone,” Brambilla said.
Last year, Etro announced its collaboration with Oniro for the entire manufacturing and supply of customized products for its first residential project, a tower in Istanbul. The property is located in the city’s Maslak neighborhood and boasts panoramic views of the Bosphorus. Construction is slated for completion by the fourth quarter of 2026.
Branded Residences Are on the Rise
Jacob & Co. is not the first jeweler to venture in to the luxury real estate market. Rome-based Bulgari was a pioneer in the branded hotel and residences sector. In July, Bulgari Hotels & Resorts announced plans for Bulgari Resort Bodrum, where a highly exclusive residential community, composed of 101 Bulgari Mansions, will also be present on the peninsula. Likewise, Jacob & Co. has also been on a roll in terms of partnerships. In August, it announced a collaboration with high-end German electronics manufacturer Loewe for bespoke limited-edition headphones, and has also collaborated in the past with carmaker Bugatti, Supreme and K-pop star G-Dragon.
According to the The Global Branded Residence Survey 2025 by global real estate consultancy Knight Frank, the branded residences sector has experienced strong, sustained growth, with the number of projects rising from 169 in 2011 to 611 today and a forecast of 1,019 by 2030. Unit numbers have surged in parallel — from just over 27,000 in 2011 to more than 162,000 projected by 2030. “Momentum has accelerated since 2023, fueled by growing demand for branded living and developers’ appetite for premium positioning,” it said.