Jacob & Co enters GCC branded residences with Oniro; Q2 2028 debut
Bottom Line Impact
If executed with tight brand governance, the project can add high-margin royalty income and HNWI lead flow that lift Middle East revenue 10-15%, strengthen market position in the GCC, and enhance brand equity through experiential luxury without heavy capital exposure.
Key Facts
5- Partnership: Jacob & Co teams with Italy-based Oniro Group and Ohana Development to create Jacob & Co Beachfront Living by Ohana in Al Jurf, between Dubai and Abu Dhabi; completion targeted in Q2 2028
- Oniro secured the brand license for the Jacob & Co Haute Living line earlier in 2024 and will furnish the project with the new collection
- Branded residences projects rose from 169 in 2011 to 611 in 2025 and are forecast to reach 1,019 by 2030, implying roughly 9-10% CAGR
- Unit count is set to expand from just over 27,000 in 2011 to more than 162,000 by 2030, per Knight Frank
- Analyst estimate: if the project totals 120-160 units at 2.0-3.0m USD ASP, GDV would be 240-480m USD; a 3-5% brand royalty could yield 7-24m USD over the sell-out cycle
Time Horizons
Key Roles Affected
Executive Summary
Jacob & Co is extending its brand into ultra-luxury real estate via Oniro Group and Ohana Development, with a beachfront project in Al Jurf slated for Q2 2028. This capital-light move can create high-margin royalty streams and a powerful HNWI acquisition engine in the Middle East while elevating brand stature alongside established fashion and automotive peers in branded residences.
Actionable Insights
Immediate Actions (Next 30-90 days)
Secure step-in rights and brand protection KPIs tied to construction quality, materials, and defect remediation, funded by a developer-backed QA reserve of 0.5% of GDV
Rationale: Protects brand equity from execution risk and ensures leverage if quality or timelines slip
Role affected:CEO
Urgency level:immediate
Negotiate a 3-5% royalty on GDV with floor pricing per unit, milestone advances at 10-20-40-30% of expected royalties, and full audit rights on pre-sales ledgers
Rationale: Locks in high-margin revenue, de-risks cash flow, and prevents leakage during pre-sales
Role affected:CFO
Urgency level:immediate
Short-term Actions (6-12 months)
Launch a 90-day HNWI acquisition sprint targeting 500-700 qualified leads via private previews tied to Dubai Watch Week and Abu Dhabi GP; set pre-sales goal of 25-35% within 6-9 months
Rationale: Early absorption validates pricing power, lifts media SOV, and seeds cross-sell into flagship timepieces
Role affected:CMO
Urgency level:short-term
Create residents-only limited editions and an on-site private salon; target a 60% attach rate for Haute Living FF&E packages and a 15-20% conversion of buyers to high complications within 12 months
Rationale: Monetizes the ecosystem beyond real estate and deepens lifetime value via exclusivity
Role affected:Chief Commercial Officer
Urgency level:short-term
Risks & Opportunities
Primary Risks
- Construction delays or quality issues causing reputational damage and royalty deferrals
- Pre-sales underperformance in the UAE due to supply saturation or macro shocks
- Brand dilution if design execution drifts from core Jacob & Co DNA
Primary Opportunities
- High-margin royalty annuity with low capital intensity and strong cash conversion
- HNWI CRM enrichment enabling cross-sell of complications and high jewelry
- Template for rapid expansion into KSA and Qatar with favorable demand tailwinds