Jumeirah Second is the beachfront villa stretch between La Mer and Jumeirah Beach Road that operates at a ticket size most of Dubai never sees. Average transaction AED 100M. Price/sqft AED 12,551 — the highest recorded in the dataset for this period. This is principal-money territory. The buyer pool is UHNW families buying beachfront land plots, often for tear-down-and-rebuild, and the deals move through private brokerage relationships rather than portal listings. If you are reading a page like this one, this is probably not your market yet. If it is, you already have the broker.
What the DLD data tells us about Jumeirah Second
Three projects, 26 transactions, AED 2.6B volume, AED 12,551/sqft. Average ticket AED 100M — squarely ultra-luxury. The AED 12,551/sqft price/sqft is approximately double Bluewaters trophy stock and 80% above Palm Jumeirah premium. The 26 transactions represent a handful of plot-level deals rather than apartment flow. Each transaction in this district moves the needle on Dubai’s overall luxury benchmark numbers.
Who buys here
Almost entirely UHNW end-user with some passive investor overlay. GCC royal-adjacent families, senior Arab industrial principals, Russian UHNW, senior Indian family offices. Ticket clusters AED 50-150M on villa plots, AED 200M+ on flagship mansions. Deals cash or private-bank structured. Holding periods multi-generational — these plots are rarely re-sold in under 15-20 years. Rental market is essentially non-existent.
What the units look like
Beachfront and beach-adjacent villa plots — plot sizes 10,000-40,000 sqft, built-up 8,000-25,000 sqft on new-build spec. Older stock frequently purchased for teardown. A small fraction of boutique low-rise apartment stock layers in (Six Senses Residences, select Jumeirah Village assets) at comparable psf but smaller tickets. The community is privacy-focused; no community retail inside the beach stretch.
The honest caveats
Liquidity is measured in quarters, not weeks. Plot transactions at this ticket take 6-18 months from introduction to close, and almost all move through private brokerage circles. Teardown-and-rebuild construction budgets AED 8-20M are standard for ground-up contemporary villas. Coastal salt-exposure maintenance is real — structural inspections every 5-7 years. Private-security and domestic-staffing costs aggregate AED 300k-800k/year.
Related: Jumeirah First, La Mer, Pearl Jumeira.
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