Jacob & Co., the bold New York-based watchmaker known for its million-dollar timepieces that are a favorite with A-listers and celebrities alike, is venturing deeper into the real estate segment, partnering with UAE-based Ohana Development. Announced in December 2024 with a Q1 2025 launch, Jacob & Co. Beachfront Living by Ohana is a $1.3 billion luxury beachfront community strategically situated in Al Jurf, between the Emirates of Dubai and Abu Dhabi.
Set along a coastal stretch flanked by pristine beaches and nature reserves, the project comprises 457 residences ranging from canal- and sea-view 1-3-bedroom apartments starting at $6 million to six-bedroom villas and sky mansions priced from $21 million. Design elements are said to reflect Jacob & Co’s design identity. Residents can expect top-tier luxury facilities and amenities, from designer interiors with glass-wrapped living spaces, infinity pools, sky terraces, a private marina, to signature dining options, and the world’s first members-only Jacob & Co. Beach and Residents Clubs.
Such projects are a reflection of the growing power of brand equity in the luxury real estate sector and should feel like déjà vu if you’ve been keeping tabs on this lucrative asset class. Watchmaker Audemars Piguet has collaborated on a luxury hotel in Switzerland. Over in Miami, automotive marques have already paved the way with high-end developments by Porsche, Bentley, and Aston Martin. In the first-of-its-kind project, the duPont Registry Group has partnered with Fortune International to develop a tower exclusively for car collectors, designed by none other than the legendary Pininfarina.
It appears that this trend is now catching on in Dubai. The Middle Eastern metropolis and its surroundings are becoming the next upscale destination for such high-end projects. For some context, Bugatti currently has a branded residential tower in the works, while aftermarket names like Masory and Brabus have also announced their own ventures mere weeks ago.
Beyond automotive, brands like the Trump Organization re-entered the scene, recently announcing an 80-storey tower and hotel. Eric Trump, who was in the city in early May, announced that the $1 billion development will house the world’s highest outdoor pool. Vegas-based Wynn Resorts is developing the region’s first casino in the Emirate of Ras Al Khaimah, north of Dubai, and if you missed out on snagging a Palm Jumeirah address, local developer Nakheel has revived the even larger Palm Jebel Ali.
Set for completion by Q2, 2028, Jacob & Co. Beachfront Living by Ohana is the luxury watchmaker’s second major residential venture in the UAE, following its high-profile partnership on the upcoming Burj Binghatti Jacob & Co. Residences, the world’s tallest residential tower. In a market where brand names carry as much weight as blueprints, Jacob & Co. is staking its claim on a lot more than timekeeping.
Source: Jacob & Co., Ohana Development
