Tucked quietly along De Souza Avenue, The Sen marks a new chapter in Bukit Timah’s ever-evolving landscape — one that balances the district’s rich heritage of greenery and tranquillity with the urban pulse of modern living. Developed by SL Capital (8) Pte Ltd, a subsidiary of Sustained Land, this 99-year leasehold development represents both an architectural statement and a strategic play in one of Singapore’s most enduring residential enclaves.

When The Sen site at De Souza Avenue went under the Government Land Sales (GLS) tender, few could have predicted that it would draw only a single bidder. In an era where multiple developers often compete fiercely for prime parcels, Sustained Land’s subsidiary SL Capital (8) Pte Ltd quietly secured the plot for S$278.9 million, or about S$841 psf per plot ratio — a remarkably restrained figure by today’s standards.

What seemed like a subdued tender outcome now looks increasingly like a strategic masterstroke. By acquiring the land at a lower-than-expected cost, the developer enjoys a wider pricing buffer — a flexibility that can be passed on to buyers in the form of more attractive entry prices compared to nearby launches. In a market where land bids for similar District 21 sites have hovered well above the S$1,000 psf ppr mark, The Sen’s acquisition cost positions it as one of the most competitively priced upcoming launches in the Bukit Timah–Beauty World corridor.

The Beauty World area in the Upper Bukit Timah region is undergoing a significant transformation, evolving from a tired suburban node into a vibrant, green-urban village. This isn’t merely a facelift; it is a strategic re-imagining of the precinct’s identity under the Urban Redevelopment Authority’s (URA) 2019 Master Plan.

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Strong Neighbourhood Performance: A Proven Market Track Record

The Upper Bukit Timah and Beauty World precinct has quietly built a reputation for resilience and growth, with surrounding developments demonstrating consistent capital appreciation over recent years. Notably, Daintree Residence, View at Kismis, and Verdale — all within close proximity to The Sen — have recorded 100% profitable transactions, achieving impressive returns of 17% to over 30% within just three to five years since their respective launches.

This performance underscores the enduring demand for homes in this green, city-fringe enclave — where well-designed, mid-sized projects have successfully captured both owner-occupier and investor interest. The combination of improved connectivity, upcoming rejuvenation of the Beauty World precinct, and limited new land supply has reinforced property values in the area, setting a strong benchmark for The Sen’s entry into the market.

Projected Slower Take-Up on Launch

While The Sen benefits from a comfortably low land cost—secured as a sole bidder at a notably restrained price—the developer has elected to launch the project at relatively high margins, positioning its psf pricing closer to surrounding benchmarks rather than passing the full land-cost advantage to buyers. As a result, market observers expect a more moderated and gradual take-up rate, especially in the early launch phase. Unlike larger-scale developments that rely on rapid momentum, The Sen’s boutique size of 347 units allows Sustained Land the flexibility to adopt a longer, more measured sales strategy, carefully managing price phases over an extended 9–12 month window. Given its compact scale and the developer’s ability to hold firm on pricing, it is likely that The Sen will sell steadily rather than spectacularly—absorbing units gradually as buyers compare its offering with nearby launches and weigh its price premium against its value proposition. This controlled approach aligns with the developer’s historical tendency to pace out sales rather than chase aggressive launch-weekend figures, allowing them to optimise margins while maintaining pricing stability throughout the project’s sales cycle.