# Singapore branded residences remain a luxury stronghold, even as Apac diversifies - **Source:** EdgeProp Singapore - **Published:** 2026-08-19T04:13:48.000Z - **Author:** Atiqah Mokhtar - **Original:** https://www.edgeprop.sg/property-news/singapore-branded-residences-remain-luxury-stronghold-even-apac-diversifies - **Topics:** Transactions & Deals, Regional Markets ## Featured rationale Singapore’s luxury concentration and limited high-quality supply signal continued ultra-prime positioning, which may support brand premiums while constraining transaction volumes and broader buyer access. ## AI summary Luxury brands account for 75% of Singapore’s branded-residence pipeline, versus 48% across Asia Pacific, while Savills projects Singapore’s market to grow 29% by 2032. ## Original article The branded residences segment in Asia Pacific (Apac) is evolving. Following years of rapid expansion, the market is now entering a new phase of maturity, marked by a diversification beyond the luxury offerings that have traditionally monopolised the landscape. However, while the region is seeing a growing pipeline of upscale and midscale brand developments, Singapore remains firmly dominated by ultra-prime and luxury brands, according to Savills. In its Branded Residences Asia Pacific 2026 report published in August, the firm highlighted that luxury brands account for 75% of Singapore’s pipeline. This is significantly higher than the wider Apac market, where only 48% of pipeline projects are in the luxury segment. Read also: Banyan Tree revenue grows 35% on residences segment, net profit falls 7% “Singapore may be a relatively small branded residences market, but its scarcity, concentration of globally recognised luxury brands and limited supply of high-quality branded schemes have reinforced its position at the ultra-prime end of the market,” said Otto Twist, Southeast Asia director for international residential sales at Savills Singapore. Selective expansion Singapore currently ranks as the 11th-largest market for branded residences in Apac, based on Savills’ estimates. The city-state has seen only a handful of schemes delivered over the last nearly two decades since St Regis Residences Singapore — largely considered the city’s first branded residence — was completed in 2008. The 173-unit development on Tanglin Road, close to Orchard Road, is adjacent to The St Regis Singapore hotel. Since then, branded residential developments that have been completed include the 58-unit The Ritz-Carlton Residences on Cairnhill Road in 2011; the 228-unit The Residences at W Sentosa Cove in 2011; and the 340-unit Pullman Residences Newton in 2024. More projects have come to market over the past year. In October 2025, Malaysian developer IOI Properties Group kicked off the public launch of W Residences Marina View – Singapore, following earlier private previews. The 683-unit project is located in a 51-storey tower that will also house the 360-key W Singapore – Marina View hotel. The developer released 100 units for sale as part of the first phase, with prices starting from $3,230 psf. Caveats lodged as of Aug 18 show 15 units have been taken up, with prices averaging $3,117 psf. Read also: IOI Properties kicks off public launch of W Residences Marina View - Singapore with 100 units from $3,230 psf Over on Shenton Way, The Skywaters, an integrated mixed-use development on the site of the former AXA Tower, features a limited collection of Aman-branded residences, located on the 28th to 30th floors, along with the 56th to 63rd floors. Based on lodged caveats, three units at Aman Residences, Singapore have been sold. The units, located on the 30th and 57th floors, fetched prices ranging from $5,947 to $6,501 psf. The positioning of the recent projects, led by globally recognised names, underscores the limited supply and exclusivity that define the Singapore branded residential market, said Savills. Still, the firm expects the market to continue expanding, with Savills projecting a growth of 29% by 2032. Apac growth led by Vietnam and Thailand The broader Apac region is the second-most established branded residential market globally after North America, with around 23% of all completed schemes worldwide located here. Rapid wealth creation and a growing pool of high-net-worth (HNW) and ultra-HNW individuals have led to accelerated expansion in recent years. Read also: Southeast Asia to drive 180% growth in branded residences in Asia Pacific by 2031: Savills However, while the region continues to show impressive momentum, the pace of growth falls short of other regions, particularly Mena (Middle East and Africa), where a surge of new projects in Dubai has propelled the market. In its 2025-2026 Branded Residences Annual Report, published in December 2025, Savills data indicates the Mena region grew by 187% over the last five years — making it the fastest-growing region worldwide and putting it well ahead of Apac, which grew 55% over the same period. Looking ahead, Savills said Apac is expected to deliver 187 new projects through to 2032, representing a 97% growth rate. While this is on a par with the Americas, it remains below Mena and Europe. Nonetheless, select Apac markets continue to demonstrate strong activity, buoying momentum in the region. Vietnam leads the pack, with the second-highest number of completed projects in Apac, as well as the strongest pipeline. Savills projects the market to grow 152% by 2032. Thailand also remains a key contributor, backed by demand in Bangkok and resort destinations such as Phuket. India has the third-largest branded residence market in Apac, supported by expanding metropolitan populations and a growing domestic appetite for internationally branded products. Other top markets include China, Indonesia, Japan and Malaysia, with the Philippines, Australia and South Korea rounding out the top 10. Broader mix of operators … The region is seeing a marked diversification across its mix of branded residences, with the market moving beyond the global luxury operators that have dominated in the past. This comes amid changing buyer demographics and development economics. Domestic wealth in Apac countries is expanding across a wider spectrum, prompting developers to broaden offerings to appeal to buyers at various price points. As a result, the region now has one of the most diverse branded residential landscapes globally. While luxury projects make up about half of the pipeline, the remaining half comes from other segments ranging from midscale to upper upscale, said Louis Keighley, head of Savills Global Residential Development Consultancy. At the same time, more players are entering the market. While luxury operators such as Four Seasons and Aman continue to top the list in terms of number of completed and pipeline projects, other global hospitality companies are doubling down in Apac, signifying the region’s importance as a source of growth. Key movers include Wyndham and Radisson, which each have only one completed branded residence project in the region currently. However, both have amassed significant pipelines, at 15 and 13 projects, respectively. Local hospitality brands are also closing in. According to Savills, five of the top 10 hotel brands in Apac’s branded residences market come from Asia, including Singapore’s Banyan Tree, which ranks as the third-largest hotel brand in the branded residential market. Non-hotel brands are also making further inroads in the segment, albeit at a slower pace. Non-hotel branded developments in Apac account for 14% of Apac pipeline projects, lower than the 23% for completed projects. Still, the region is seeing notable activity from fashion and F&B brands such as Fendi, Elie Saab and Nobu, which are all set to open their first projects in the region within the next six years. … but brand premiums are increasing Despite the diversification, brand premiums — referring to the extra price buyers are willing to pay for a branded residence over a non-branded residence — are rising. “In many markets, greater brand diversification would be expected to dilute premiums. Instead, we are seeing the opposite,” says Keighley. Over the last 12 months, the average brand premium in Apac has increased from 23% to 29%, Savills data shows. Though still below the global average of 33%, the rise reflects the region’s stronger pricing power as the market expands and matures. Savills also attributes the increase to a growing proportion of resort and hospitality-led developments, which typically achieve strong premiums. Growing demand for resort-led projects Looking ahead, Savills expects resort-led developments to remain a significant contributor to the Apac market. While such properties account for 50% of completed schemes, the figure rises to 65% for pipeline projects. The firm attributes the shift to growing demand, backed by rising regional travel and Apac’s established tourist destinations such as Bali and Phuket. In addition, HNW buyers are increasingly seeking second homes in such locations for a growing number of reasons, whether as a vacation home, for retirement planning, or as a means to diversify their investment portfolio. Against this backdrop, co-located projects, where branded residences are integrated with a resort or a hotel, are becoming more prevalent. “The integrated hotel and residential model is particularly well-suited to resort destinations, where the operational synergies, shared amenities and enhanced lifestyle offering create a stronger value proposition than standalone residential schemes,” the report added. Ultimately, the structural shifts taking place in the Apac branded residential market encapsulate the region’s evolution into a more established market — one measured by the diversity of its offerings, rather than capital investment. “Apac remains a key growth engine for branded residences, but its next chapter will be defined by the breadth of its markets, not the scale of its leading ones,” said Keighley. ## Chinese translation > Translation model: grok_cli ### 即使亚太区日益多元化，新加坡品牌住宅仍是奢华市场重镇 据第一太平戴维斯（Savills）研究，奢华项目占新加坡品牌住宅项目储备的75%，高于整个亚太区的48%。 亚太区（Apac）的品牌住宅板块正在演变。在经历多年快速扩张后，市场正进入新的成熟阶段，特征是在传统上垄断该领域的奢华产品之外出现多元化。 不过，第一太平戴维斯指出，尽管区内中高端及中档品牌开发项目储备不断增多，新加坡仍稳固地由超高端与奢华品牌主导。 该公司在8月发布的《亚太品牌住宅2026》报告中强调，奢华品牌占新加坡项目储备的75%。这显著高于更广阔的亚太市场——当地仅有48%的储备项目属于奢华板块。 另读：Banyan Tree营收因住宅板块增长35%，净利润下滑7% “新加坡的品牌住宅市场或许相对较小，但其稀缺性、全球知名奢华品牌的高度集中，以及优质品牌项目供应有限，巩固了其在超高端市场的地位。”第一太平戴维斯新加坡国际住宅销售东南亚董事Otto Twist表示。 选择性扩张 按第一太平戴维斯估算，新加坡目前是亚太区品牌住宅第11大市场。 自普遍被视为本市首个品牌住宅项目的St Regis Residences Singapore于2008年竣工以来，近二十年间新加坡仅有少数项目交付。该173个单位的项目位于靠近乌节路（Orchard Road）的东陵路（Tanglin Road），毗邻The St Regis Singapore酒店。 此后竣工的品牌住宅项目包括：2011年位于凯尔山路（Cairnhill Road）、共58个单位的The Ritz-Carlton Residences；2011年共228个单位的The Residences at W Sentosa Cove；以及2024年共340个单位的Pullman Residences Newton。 过去一年有更多项目入市。2025年10月，马来西亚开发商IOI Properties Group在较早的私人预览之后，启动了W Residences Marina View – Singapore的公开发售。该683个单位的项目位于一栋51层大楼内，同栋还将设有拥有360间客房的W Singapore – Marina View酒店。 开发商在首阶段推出100个单位发售，起步价为每平方英尺新币3,230。截至8月18日提呈的买卖合约备案（caveat）显示，已有15个单位售出，均价为每平方英尺新币3,117。 另读：IOI Properties启动W Residences Marina View - Singapore公开发售，首推100个单位，起步价每平方英尺新币3,230 在珊顿道（Shenton Way），建于前AXA Tower地块上的综合发展项目The Skywaters，设有有限数量的Aman品牌住宅，分布于第28至30层以及第56至63层。 根据已提呈的买卖合约备案，Aman Residences, Singapore已售出三个单位。这些位于第30层和第57层的单位，成交价介于每平方英尺新币5,947至新币6,501。 第一太平戴维斯表示，近期由全球知名品牌主导的项目定位，凸显了新加坡品牌住宅市场供应有限与排他性的特征。 尽管如此，该公司预计市场将继续扩张，并预测到2032年将增长29%。 亚太增长由越南与泰国引领 更广阔的亚太区是全球第二成熟的品牌住宅市场，仅次于北美，全球约23%已竣工项目位于此区。 近年来，快速的财富创造以及高净值（HNW）与超高净值（ultra-HNW）人群扩大，推动了加速扩张。 另读：第一太平戴维斯：东南亚将推动亚太品牌住宅到2031年增长180% 不过，尽管该区仍展现可观动能，增长步伐不及其他地区，尤其是中东与非洲（Mena）——迪拜新项目激增已推动该市场。 在2025年12月发布的《2025-2026品牌住宅年度报告》中，第一太平戴维斯数据显示，Mena地区过去五年增长187%，成为全球增长最快的地区，远超同期增长55%的亚太区。 展望未来，第一太平戴维斯表示，亚太区预计到2032年将交付187个新项目，相当于97%的增长率。虽与美洲持平，但仍低于Mena和欧洲。 尽管如此，部分亚太市场持续展现强劲活动，支撑区内动能。越南领先，在亚太区已竣工项目数量位居第二，且项目储备最强。第一太平戴维斯预计该市场到2032年将增长152%。 泰国仍是重要贡献者，受曼谷以及普吉岛等度假目的地需求支撑。印度是亚太区第三大品牌住宅市场，受益于都会人口扩张以及国内对国际品牌产品日益增长的需求。 其他主要市场包括中国、印度尼西亚、日本和马来西亚，菲律宾、澳大利亚和韩国则跻身前十。 运营商组合更趋多元…… 亚太区品牌住宅运营商组合正显著多元化，市场正走出过去由全球奢华运营商主导的格局。 这与买家人口结构及开发经济性变化有关。亚太各国国内财富正更广泛地扩张，促使开发商拓宽产品，以吸引不同价位的买家。 因此，该区目前拥有全球最多元的品牌住宅格局之一。第一太平戴维斯全球住宅开发咨询主管Louis Keighley表示，虽奢华项目约占项目储备一半，其余一半则来自中档至中高端等其他细分市场。 与此同时，更多参与者正在入场。虽然四季（Four Seasons）和Aman等奢华运营商在已竣工与储备项目数量上仍居前列，其他全球酒店集团也在加大亚太布局，凸显该区作为增长来源的重要性。 关键推动者包括温德姆（Wyndham）和丽笙（Radisson），两者目前在区内各自仅有一个已竣工品牌住宅项目。但两者均已积累可观储备，分别为15个和13个项目。 本地酒店品牌也在迎头赶上。据第一太平戴维斯，亚太品牌住宅市场前十大酒店品牌中有五个来自亚洲，包括新加坡的悦榕庄（Banyan Tree），其在品牌住宅市场酒店品牌中排名第三。 非酒店品牌也在进一步渗透该板块，尽管步伐较慢。亚太非酒店品牌开发项目占区内项目储备的14%，低于已竣工项目中的23%。 不过，该区正出现来自时尚与餐饮品牌的显著活动，例如Fendi、Elie Saab和Nobu，均计划在未来六年内于区内开设首个项目。 ……但品牌溢价正在上升 尽管出现多元化，品牌溢价——指买家为品牌住宅相对非品牌住宅愿意多付的价格——仍在上升。 “在许多市场，品牌更多元化通常会被预期稀释溢价。但我们看到的却是相反情况。”Keighley表示。 过去12个月，亚太区平均品牌溢价已从23%升至29%，第一太平戴维斯数据显示。虽仍低于全球平均的33%，但升幅反映随着市场扩张与成熟，该区定价能力增强。 第一太平戴维斯也将升幅归因于度假村及酒店主导型开发项目占比上升，这类项目通常能实现较强溢价。 度假村主导型项目需求增长 展望未来，第一太平戴维斯预计度假村主导型开发项目仍将是亚太市场的重要贡献者。此类物业占已竣工项目的50%，而在项目储备中这一比例升至65%。 该公司将这一转变归因于需求增长，背后是区域旅行升温以及巴厘岛、普吉岛等亚太成熟旅游目的地的支撑。 此外，高净值买家正日益因更多理由在此类地点寻求第二套住房，无论是度假屋、退休规划，还是作为分散投资组合的方式。 在此背景下，品牌住宅与度假村或酒店整合的共址项目正变得更普遍。“酒店与住宅整合模式尤其适合度假目的地，其运营协同、共享设施以及更丰富的生活方式体验，相较独立住宅项目形成更强的价值主张。”报告补充道。 归根结底，亚太品牌住宅市场正在发生的结构性转变，体现了该区演进为一个更成熟的市场——以产品多样性而非资本投入来衡量。 “亚太仍是品牌住宅的关键增长引擎，但其下一章将由市场广度定义，而非领先市场的规模。”Keighley表示。