[New Launch] Spotlight on the West: The Sen Preview Commences, Drawing Families and Education-Focused Buyers

The Sen Opens for Preview: Upper Bukit Timah New Launch Debuts from $2,199 psf as Year-End Finale

Ahead of the year-end holiday season, brand-new private residential development The Sen, located along Upper Bukit Timah, has officially opened for preview.

Developed by local developer Sustained Land, prices for the project start from $2,199 per square foot (psf). Centred on nature, serenity, and premium living, it stands as one of the most anticipated year-end new launches in the Western region this year.

Project Overview: Five Low-Density Residential Blocks, 347 Units

The Sen is nestled along De Souza Avenue, offering a tranquil enclave with seamless accessibility.

The development comprises five 10-storey residential blocks housing a total of 347 units, with unit layouts ranging from one-bedroom to four-bedroom plus study configurations.

The development boasts comprehensive facilities, including a 50-metre lap pool and clubhouse, a gymnasium, a tennis court, a children's play area, a bicycle repair station, and an on-site childcare centre spanning approximately 500 sq m (5,382 sq ft).

These thoughtfully curated amenities reflect the developer's strategic focus on families and owner-occupiers.

Pricing Highlights: Entry Prices from $990,000

The Sen features a clear pricing strategy, spanning entry-level homes to luxury units. The rear two residential blocks primarily feature luxury family-sized layouts, providing more generous spaces and flexible configurations to meet the demands of HDB upgraders and rightsizers.

Nature-Centric Development Attracting Western Region Families and Education Catchment

The buyer profile for The Sen is expected to comprise mainly owner-occupiers who appreciate nature and prioritise quality of life.

While investors may not form the core demographic, the project is set to draw significant interest from upgraders residing in Bukit Batok, Clementi, and Bukit Panjang.

The development is also situated close to reputable tertiary institutions, including Ngee Ann Polytechnic (NP) and the Singapore University of Social Sciences (SUSS), making it an ideal choice for families with school-going children.

In addition, The Sen incorporates cycling-friendly features, complete with bicycle parking and maintenance zones that harmonise with the outdoor, nature-inspired lifestyle of the Bukit Timah area.

Pricing Sentiment and Market Comparisons

Some prospective buyers feel that The Sen's launch prices are on the higher side, given the developer's land acquisition cost of **$841 psf ppr last year.

The developer noted that the pricing accounts for construction costs, prevailing market trends, and long-term capital appreciation potential**, emphasising that "buyers may be underestimating the growth runway of the Western region."

With the government actively advancing the Beauty World Integrated Transport Hub (ITH) and surrounding urban rejuvenation plans, future district developments are anticipated to bolster broader property values.

By comparison, the nearby Verdale development, completed two years ago, achieved resale prices of up to **$2,198 psf** last year, with recent transactions this year reaching **$2,008 psf**, underscoring resilient pricing and sustained demand in the micro-market.

Regional Potential and Future Pipeline

Adjacent to The Sen lies another residential parcel yet to be released for tender.

Sustained Land has expressed interest in bidding for the plot, sharing that "the launch of The Sen has offered deeper insights into market sentiments and homebuyer aspirations."

The developer specialises in mid-sized developments of 300 to 500 units, striking an optimal balance between community vibrancy and residential privacy.

The sales gallery for The Sen is located along Jalan Jurong Kechil, with official sales slated to commence on 15 November.

Year-End Highlight for Serene Living in the West

The Sen is not merely a grand finale for Bukit Timah this year, but potentially the starting point for a refined lifestyle transformation in the West.

As the rejuvenation of Beauty World, the construction of the Beauty World Integrated Transport Hub, and the expansion of green corridors progress, the **"nature-meets-convenience" lifestyle** embodied by The Sen is setting a coveted benchmark for Singapore homebuyers.