""In the luxury segment, we always say we're giving you a lot of ROE: A return on ego." That "return on ego," Chaar explained, is what drives buyers toward exclusivity and identity-defining purchases. Whether it's a limited-edition watch, a supercar, or what he calls the "limited edition of real estate"-co-branded luxury developments that partner with prestige brands including Aston Martin, for example-today's affluent consumers are chasing rarity and recognition as much as yield."
"More broadly, the global luxury market has evolved rapidly since 2020, rebounding from the pandemic to reach an estimated $327.52 billion in 2024 and projected to reach $480.54 billion by 2033, according to Straits Research. But aside from luxury goods, consumers are more often seeking out luxury experiences, a 2025 study by McKinsey found. The desire for a more luxury lifestyle connects directly to the success of high-end real estate development in the Middle East."
Luxury value is increasingly measured by emotional capital and exclusivity alongside financial returns. Luxury buyers pursue rarity, recognition and identity-defining purchases, driving demand for limited-edition goods, supercars, and co-branded real estate. Co-branded luxury developments identify demand before building to deliver aspirational, rare offerings. The global luxury market rebounded from the pandemic, reaching an estimated $327.52 billion in 2024 and projected to reach $480.54 billion by 2033. Consumers are shifting toward luxury experiences. The Middle East has become a focal point for high-end real estate due to infrastructure, governance, lifestyle, safety and speed, and gateway cities are gaining global attention.
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