Branded residences price, location and services in Delhi NCR. Jacob & Co, Elie Saab, Brabus and Franck Muller are the licence. JW Marriott, Westin, ITC and Roseate are the services. Know which you are buying.
Written by
Himanshu Bamola
Founder & Principal Analyst, SuperLuxeRE · 16+ years in ultra-luxury real estate strategy
Himanshu advises HNIs, NRIs, and family offices on India's most complex luxury real estate decisions — from Golf Course Road to Worli. His market analysis is trusted by buyers across Singapore, Dubai, London, and the US.
Price · Location · Services
Branded residences price, location and services — licence or hotel desk
North India has the names. It has not yet sorted which of those names will still be in the building on a Tuesday morning.
Jacob & Co, Elie Saab, Brabus and Franck Muller sell a licence. JW Marriott, Westin, ITC and Roseate sell a desk. Delhi NCR now has both on the same map — Sector 111, Sector 97, Sector 98, Sector 108, Sector 103, Sector 106, Golf Course Road, Golf Course Extension Road, and New Friends Colony. The buyer who cannot tell the licence from the desk is the one who will overpay for a name.
"A licence is on the brochure. A desk takes the bag. Those are not the same product."
— SuperLuxeRE Analysis · October 2026
The category
Branded residences
Licence and desk
Open the category →The road
Dwarka Expressway
111 · 106 · 103
Open the corridor →The desk
Roseate
65 · 69 · Swaranaya
Open the note →Is North India ready for branded residences?
It is already buying them. Trump Residences Sector 69 took a launch-day book. Jacob & Co and Elie Saab are live at about ₹32,000 psf on the Noida Expressway. Sector 111 has the billionaire block. Sector 108 is the next M3M land line, with Mercedes residences expected. The demand is not the question. The question is whether the buyer knows what the name is selling.
A fashion house, a watchmaker or a car brand puts a design language on the home. A hospitality brand puts a person at the door. Both can clear in Delhi NCR. They do not clear for the same reason, and they do not carry the same resale story.
| Type | What the buyer gets | Who it fits |
|---|---|---|
| Watch / fashion / car | Licence · design · name | The collector of the mark |
| Hospitality | Desk · concierge · service | The buyer who wants the day run |
A licence does not take the bag. A desk does.
Want the licence sheet or the desk sheet?
Jacob, Elie Saab, Brabus, Franck Muller. Or JW, Westin, ITC, Roseate.
Ask the sheet →Which books sell a watch, a car or a fashion house?
M3M Jacob & Co Residences Sector 111
Jacob & Co Sector 111
Dwarka Expressway. The billionaire block. Jacob & Co is the watch. The home carries the licence. This is the Gurgaon side of the same name that is already live in Noida.
M3M Elie Saab Residences Sector 111
Elie Saab Sector 111
Same Sector 111 block. Elie Saab is the fashion house. The product is a design language on the residence, not a hotel desk. It sits next to the Jacob book on the same corridor.
M3M Brabus Sector 58
Brabus on Golf Course Extension Road
Golf Course Extension Road. Brabus is the car. The name is a performance licence on a Sector 58 book. It is not a hospitality product. The buyer is buying the mark, not a concierge.
M3M Franck Muller Sector 43
Franck Muller on Golf Course Road
Golf Course Road. Franck Muller is the watch. Sector 43 is the address. Same logic as Brabus and Jacob — a licence on a prime Gurgaon pin, not a managed stay.
M3M Jacob & Co Residences Sector 97 Noida
Jacob & Co Noida price
Noida Expressway. About ₹32,000 psf. A 30:40:30 plan. Jacob & Co is the name on the home. Roseate is the person at the door. This is the rare book that carries both — the licence and the desk. Jewel Crest is the retail under it.
Smartworld Elie Saab Residences Sector 98 Noida
Elie Saab Noida price
Next door, Sector 98. The same ₹32,000 band. Elie Saab is the fashion house. Roseate is the desk. Le Courtyard is the retail under the tower. Same split as Jacob — the name and the service are not the same line on the sheet.
M3M Sector 108 Noida
Mercedes residences expected
Not launched. M3M took 12.5 acres at ₹1,839 crore. The planned book is branded residences of about 10,000 sq ft near ₹45,000 psf plus charges — a ~₹50 crore ticket. Mercedes residences are the expected licence. It is land, not a tower. The car name, if it lands, is the next licence, not a hospitality desk.
Jacob, Elie Saab, Brabus, Franck Muller, Mercedes.
The name is the product. The desk is a separate line.
Ask the licence →Which books sell a hotel desk?
Westin Residences Sector 103
Westin by Whiteland
Dwarka Expressway. Whiteland is the developer. Westin is the Marriott-portfolio desk. The earlier Superluxere brief put the book at ₹6–12 crore across about 1,700 homes on 20 acres, with a ₹15,000 crore topline spoken. It is a wellness-led hospitality residence, not a fashion licence.
Elan JW Marriott Residences Sector 106
Elan JW Marriott price
India’s first JW Marriott Residences. Sector 106, Dwarka Expressway. Serviced apartments and branded residences. Two towers inside the same township as Elan The Presidential and Elan The Emperor. A 3 BHK plus utility at about 3,000 sq ft, indicative base about ₹26,000 psf, about ₹7.80 crore before GST. Possession 2030. JW Marriott is a step above Westin in the Marriott hierarchy. The desk is the product.
ITC Residences Sector 103
ITC planned on Dwarka Expressway
Planned, not launched. Sector 103. ITC is the Indian hospitality name. If it lands, it is a desk, not a watch. It sits on the same stretch as Westin, one sector from Elan JW Marriott.
Kreeva Swaranaya NFC
Roseate at Swaranaya
New Friends Colony. 114 residences. 3.5, 4.5 and 5.5 BHK. Roseate runs the hospitality and concierge. Interiors by JJ Valaya, Rina Dhaka and Geisha Designs. Yasmine Karachiwala, Fortis and Toni & Guy on site. Pre-launch around ₹40–42k. Possession 2031. This is a South Delhi desk on a RERA tower, not a fashion licence.
Trump Towers Sector 65
Roseate at Trump 65
Golf Course Extension Road. Ready. This is the first building where Roseate is being deployed as the residence desk. The Trump name is the licence. Roseate is the person at the door. A buyer can see the building.
Trump Residences Sector 69
Roseate signed at Sector 69
Southern Peripheral Road. Two towers. 3 BHK at 3,091 sq ft and 4 BHK at 3,929 to 4,936 sq ft. Roseate is signed. Sector 65 is the building a buyer can see. Sector 69 is the book still being sold.
Do these branded residences actually make sense?
They make sense when the name is doing a job the plain tower cannot. A hospitality desk runs the day — the guest, the bag, the table, the overflow room. That is a product an end user can use. A fashion or watch licence is a design and a status mark. It makes sense for the buyer who already collects that name and wants it on the home. It does not make sense as a substitute for service.
North India is ready for both. It is not ready for a buyer who treats them as the same line. The premium on a global branded residence is real in other markets. In Delhi NCR it is only real if the desk is in the building, or if the licence is one the next buyer will still pay for. A name that is only on the brochure will not clear a resale the way a managed stay will.
The difference is the Tuesday morning. Jacob, Elie Saab, Brabus and Franck Muller are the mark. JW Marriott, Westin, ITC and Roseate are the desk. Sector 97 and Sector 98 are the rare books that carry both. Sector 65 is the building where the desk can already be seen. Sector 108 is still land. Superluxere runs the licence sheet and the desk sheet as two products, not one.
Licence or desk. Noida, Gurgaon or South Delhi.
The same wallet does not clear both without knowing which it is buying.
Ask the brief →That is the super luxury comparison — a name against a desk, not a logo against a logo.
Disclaimer: Informational only. Sector 111, Brabus, Franck Muller, Westin, ITC and Mercedes are as stated in the brief and prior Superluxere notes. Where a project page exists, the numbers follow that page. Sector 108 is land, not a launched inventory.
Sources: Branded residences · Jacob & Co Sector 97 · Elie Saab Sector 98 · Elan JW Marriott · Kreeva Swaranaya · Roseate
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