The Sen moves 80 units or 23% on launch weekend, at prices averaging $2,358 psf

The crowd at the launch of The Sen on Nov 15 (Photo: Sustained Land)

The final launch of 2025, The Sen — a 347-unit private condo at De Souza Avenue — previewed on Oct 31. The project was quietly launched over the weekend of Nov 15–16 via placement of units. To date, about 80 units have been sold at an average price of $2,358 psf.

Developed by Sustained Land in joint venture with Ho Lee Group and Greatview Development, the 99-year leasehold The Sen is located just off Jalan Jurong Kechil in the Upper Bukit Timah area of District 21. The 347 units are spread across five 10-storey blocks.

Three of the blocks are classified as the Classic blocks, offering one- to three-bedroom units sized from 452 sq ft to 1,109 sq ft. They account for 267 units, or 77% of the project.

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The remaining two Prestige blocks feature larger layouts — three-bedroom-plus-study and four-bedroom-plus-study units ranging from 1,259 sq ft to 1,453 sq ft. These make up 80 units (23%) of the development.

According to Sustained Land in a press release, the developer held a two-phase launch on Nov 15: a VIP session for Prestige units in the morning, followed by the release of Classic units in the afternoon.

Seven of the 11 units sold during the VIP session were the four-bedroom-plus-study layouts. These are the largest units in the project at 1,453 sq ft, and there are only 40 such units in total.

An additional 69 units were sold from the Classic collection. All 10 one-bedroom units in the project were fully taken up. Two-bedroom units accounted for 47.5% of sales to date, while three-bedroom units made up about 30%.

“While the turnout was measured compared to some recent launches, the developer is encouraged by the healthy interest in key unit types, particularly the Prestige four-bedroom-plus-study units and the 27% sell-through of Classic units — including the fully sold one-bedroom units on day one,” says Vincent Chew, director at Sustained Land.

“Traditionally, new launches in this locality see slow but steady, sustained demand as buyers usually purchase for their own stay,” Chew adds. “In addition, year-end travel plans and buyer fatigue from the slew of new launches may have contributed to the moderated response.”

Kelvin Fong, CEO of PropNex, notes that The Sen is the 27th — and final — project launched in 2025, including two executive condos. Based on caveats lodged to date, new non-landed private homes in the Rest of Central Region (RCR) have averaged $2,770 psf this year. “The Sen may be a compelling option for a project in the RCR at an average price of $2,358 psf,” he says. “The attractive pricing and easing interest rates could drive sales at The Sen in the months ahead.”

Mark Yip, CEO of Huttons Asia, is unsurprised that all the one-bedroom units were snapped up, attributing it to pricing that “starts from below $1 million, which is hard to beat”. According to him, The Sen drew a healthy mix of investors and owner-occupiers. Huttons Data Analytics estimates that more than 75% of the units sold were priced below the “sweet spot” of $2.5 million.

Marcus Chu, CEO of ERA Singapore, expects The Sen to benefit from ongoing rejuvenation in the Bukit Timah and Beauty World neighbourhood. These include the upcoming integrated transport hub at Beauty World; Bukit V mall; the new integrated facility at the Bukit Timah Community Club — featuring a redeveloped market, food centre and indoor sports hall — as well as enhancements along the Rail Corridor.

“Being the final launch for the last quarter of 2025, The Sen drew interest from buyers eager to make their move by year-end,” Chu observes. “The project also offers a compelling entry point into the highly sought-after Bukit Timah area.”

Although sales at The Sen may appear moderate at first glance, Mohan Sandrasegeran, head of research and data analytics at SRI, expects the project to perform steadily, supported by genuine homebuyers.

According to SRI, new home sales for the first 10 months of 2025 have already reached 10,300 units (excluding executive condos), based on caveats lodged as of Nov 14 — surpassing the 6,469 units recorded for all of 2024. Sandrasegeran of SRI expects new home sales for the full year to reach around 10,500 to 11,000 units.

It is the first time in four years that private new home sales have surpassed 10,000 units, PropNex's Fong observes. "We remain optimistic that the sales momentum this year could carry into 2026, with a more accommodative interest rate environment and sensitive pricing by developers," he says.

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