Drive north along Collins Avenue past Miami Beach and the skyline changes character. The Art Deco low-rises give way to a dense corridor of glass towers rising directly from the sand — a stretch locals and brokers alike call Millionaire’s Row. Sunny Isles Beach, the small barrier-island municipality that anchors this corridor, has quietly become one of the most concentrated markets for ultra-luxury oceanfront condominiums in the United States.

From motel strip to billionaire skyline

Sunny Isles Beach wasn’t always this. For decades it was known for its motels and mid-century hospitality strip along Collins Avenue — a modest beach town in the shadow of Miami Beach’s bigger name. That began changing in the 2000s and accelerated through the 2010s and 2020s, as developers recognized the value of unobstructed oceanfront lots with none of the historic-district zoning restrictions that limit new construction farther south. The result is a skyline built almost entirely within the last two decades, and largely at the ultra-luxury end of the market.

The branded residence capital of Florida

No other municipality in South Florida concentrates as many branded residential towers into as small a footprint. Sunny Isles Beach today includes:

St. Regis Residences Sunny Isles Beach — a 62-story tower with 194 units, priced from roughly $4.4 million up to $12.4 million, bringing Marriott’s flagship luxury hospitality brand to the oceanfront corridor.

Bentley Residences — Bentley Motors’ first residential project globally, at 18401 Collins Avenue, a 62-story tower with 216 units and its signature in-residence car elevator, pricing from about $5.8 million with penthouses reaching $37.5 million and completion targeted for early 2028.

A newly approved 62-story oceanfront tower at 19051 Collins Avenue — developed by The Related Group with Dezer Development and BH Group, approved by the Sunny Isles Beach City Commission in early 2026, with 145 units ranging from three to six bedrooms including full-floor penthouses.

Beyond these, the corridor has long included other name-brand oceanfront developments from Porsche, Armani, and other hospitality and lifestyle brands that helped establish Sunny Isles as the go-to address for branded coastal living in Florida.

Why it earned the “Millionaire’s Row” nickname

The nickname isn’t marketing shorthand — it reflects both pricing and density. Nearly every new tower along this stretch of Collins Avenue is positioned at the ultra-luxury tier, with per-unit pricing that regularly starts in the multi-million-dollar range even for entry-level units. Unlike Brickell or Downtown, where product spans a wide range from workforce-adjacent studios to penthouses, Sunny Isles Beach’s new development pipeline is overwhelmingly skewed toward the top of the market.

What draws buyers here specifically

Three characteristics set Sunny Isles apart from other oceanfront Miami-area submarkets:

  • Unbroken oceanfront exposure. Nearly every tower along the corridor sits directly on the beach, without the barrier-island geography constraints that limit true oceanfront supply elsewhere in Miami-Dade.
  • A quieter, more residential daily rhythm than South Beach, despite the comparable — and in many cases higher — price points, appealing to buyers who want beachfront prestige without South Beach’s tourist density.
  • Proximity to Aventura and Bal Harbour, giving residents easy access to high-end retail, golf, and dining without leaving the immediate area.

What a buyer should know before evaluating a project here

Given how concentrated the branded-tower pipeline is in Sunny Isles, due diligence on delivery timelines matters more here than almost anywhere else in Miami. Several of the market’s highest-profile projects — Bentley Residences among them — have already seen completion dates move later than originally announced. Reviewing a developer’s track record on prior deliveries, not just the current project’s renderings, is essential before placing a preconstruction deposit on Millionaire’s Row.

Sources: MILLION — Top 5 Luxury Condo Buildings in Sunny Isles Beach (2026 Edition), MILLION — The Transformation of Sunny Isles Beach, Florida YIMBY — Sunny Isles Beach Approves 62-Story Condominium Tower at 19051 Collins Avenue, Peter Zalewski Miami Condo Market Intelligence Report.