The Sen in Upper Bukit Timah sells 23% of units at launch weekend at average $2,358 psf

SINGAPORE - The Sen, a 99-year leasehold condominium in Upper Bukit Timah, sold 80 of its 347 units – or 23 per cent – at an average price of $2,358 per sq ft (psf) during its launch weekend.

Developed by Sustained Land, the condominium is the final new project to hit the market in 2025.

Located just off Jalan Jurong Kechil in the Upper Bukit Timah area of District 21, The Sen comprises 80 Prestige units across two blocks and 267 Classic units across three blocks.

It was officially launched for sale on Nov 15, following a two-week preview on Oct 31.

A two-phase launch was adopted, comprising a morning VIP sales window for developer sales and Prestige units, followed by an afternoon release of Classic units.

During the VIP sales window, 11 units – including seven of the 40 four-bedroom and study Prestige units – were sold.

This was a “strong showing” for the development’s largest layouts, said Mr Vincent Chew, director of SL Capital (8) – a subsidiary of Sustained Land – in a media release on Nov 16.

There was also a “robust” take-up across the one-, two- and three-bedroom Classic units during the afternoon release, with 69 units sold, he said.

All 10 one-bedroom units were fully sold on day one, with Mr Chew pointing out that overall sales were well distributed across unit types and floors.

While he acknowledged that The Sen’s sales were measured compared with recent launches, he said Sustained Land remains encouraged by the “healthy interest” in key unit types.

“Traditionally, new launches in this locality see slow but steady, sustained demand as buyers usually buy for their own stay,” he said.

Year-end travel and buyer fatigue from the slew of new launches in 2025 may have also contributed to the moderated response, he added.

SRI’s head of research and data analytics Mohan Sandrasegeran said that while the percentage of units sold may appear “moderate at first glance”, he believes The Sen “is performing steadily within a market environment that now offers buyers a more evenly spaced launch calendar”.

“It continues to draw genuine home buyers who value its location and price point, and inquiry levels at the show flat remain active,” he said.

Sales inquiries have kept steady throughout the launch weekend, he noted, which reflects “consistent interest from buyers who are taking the time to compare layouts and carefully finalise their selections”.

“This measured decision-making process is common for projects with strong owner-occupier appeal, where purchasers focus heavily on stack orientation, unit type and long-term suitability.”

Meanwhile, PropNex chief executive Kelvin Fong said prospective buyers could be taking a pause to consider their options, including waiting for upcoming projects in the first quarter of 2026.

Still, he pointed out The Sen’s average price of $2,358 psf may be a “compelling option” for a project located in the rest of central region (RCR).

Based on caveats lodged, he noted that unit prices of new non-landed private homes sold in the RCR averaged about $2,770 psf, up to Nov 9.

“We expect the attractive pricing and easing interest rates could help to drive sales at The Sen in the months ahead,” he said.

With The Sen being situated in the prime Bukit Timah area, Huttons Asia chief executive Mark Yip pointed out that the development is close to four nature parks and one nature reserve, on top of being within close range of well-regarded schools from primary to tertiary. In addition, the Beauty World area is set to see more transformation over the next few years, he said.

This includes the completion of an integrated transport hub at Beauty World, the 219,600 sq ft Bukit V mall, and a new one-stop integrated facility with a redeveloped market, hawker centre and community club.

THE BUSINESS TIMES