Amberwood at Holland Sells 10% Of Units At Launch — With Prices Averaging $3,019 PSF

The 212-unit Amberwood at Holland has reportedly sold 23 units over the course of its initial sales weekend.

Only 70 units were released for sale, which means that 33% of the units in this first phase were snapped up.

According to the marketing agencies marketing the sale of the new project - including Realion (OrangeTee & ETC) Group, PropNex Realty, and ERA Singapore - the development managed to set an average selling price of $3,019 psf.

Amberwood at Holland is developed by Sim Lian Group and is the first private residential project to break ground at the Holland Plain precinct in prime District 10.

Buying demand for this 99-year leasehold project was primarily driven by owner-occupiers and families drawn to the project’s spacious units and family-centric designs, says Justin Quek, Deputy Group CEO of Realion.

He adds that the low-density exclusivity of the Holland Plain precinct, which is a new private residential estate in Bukit Timah, also supported buying interest.

The marketing agencies report that of the 23 units sold this weekend, 11 were four-bedroom units, nine were three-bedroom units, and three were five-bedroom units.

Prices at Amberwood at Holland start from around $2.5 million for the three-bedders, from about $3.1 million for the four-bedroom units, and from nearly $4.5 million for the five-bedders.

For a full list of the unit types available at Amberwood at Holland, check out our Condo Review of the project here.

Kelvin Fong, CEO of PropNex Realty, another one of the marketing agencies, says that amid macroeconomic uncertainties, some homebuyers today may be taking a wait-and-see approach, or requiring more time to deliberate before making a purchase.

“We see the sales performance as a measured start given that the project has no smaller units, which typically drives sales,” says Fong.

Quek says that being the first private residential development in the new Holland Plain precinct, it was expected to see a more measured sales pace at the launch.

He adds that the overall take-up rate is “typical” of the market for higher-quantum three- to five-bedroom luxury homes.

“With no smaller (one- to two-bedroom) units that typically appeal to investor demand, the project caters to a more focused genuine home buyer pool, who require more time and planning to replace their primary residence,” says Quek.

Broadly speaking, the average selling price set by Sim Lian is competitive considering the benchmark new launch price in the Core Central Region (CCR). Research by Realion places the average selling price of CCR projects at $3,116 psf, based on transactions there over the past 12 months.

For a more in-depth analysis of the launch price of the new project, and how it compares to others in the area, check out our Price Review here.

But with its launch prices starting at around $2.5 million, the project has limited entry-level options, says Fong. “While there has been continued interest in the project because of its exclusivity and location, the buyer pool is understandably narrower as many households tend to have budgets below $2.5 million”.

"At today’s price points, purchasing a home is a significant long-term decision. For bigger units in prime locations, buyers will naturally take more time to assess whether the development meets their family’s needs, lifestyle plans and financial considerations. This reflects a more discerning market, rather than a lack of demand," says Marcus Chu, CEO of ERA Singapore.

Sim Lian has a strong hold over the pace of development at Holland Plain for the moment. It was able to secure the second development plot, which neighbours Amberwood at Holland.

This means that the developer is in a strong position to dictate the new launch price and timing of new launch development at the new estate in the coming months.

But overall, Quek thinks that Amberwood at Holland will see a steady sales trajectory, supported by its strong locational attributes.

These include being close to King Albert Park MRT station, and other well-known schools in this part of Bukit Timah, including Methodist Girls’ School and Pei Hwa Presbyterian Primary School, which are within 1km and 2km of the project, respectively.

“There was also consistent feedback from the buyers complimenting the well-designed and thoughtful layouts, while also appreciating a strong focus on wellness,” says Quek.

But a handful of prospective buyers are also likely to be weighing where launch prices across the primary market are headed, says Fong.

“Land costs have risen across the market, and recent Government Land Sales (GLS) tenders in the RCR and OCR have closed at $1,612 psf ppr and $1,537 psf ppr respectively — both above the $1,432 psf ppr paid for the Amberwood at Holland site in August 2025,” he says.

Nevertheless, buyers looking out to the new launch market this year will likely keep Amberwood at Holland in mind. "When benchmarked against other CCR developments, Amberwood at Holland’s average pricing is competitive, especially for a prime District 10 project offering larger family-sized homes," says Chu of ERA.

He also expects the gradual take-up of the new project to remain steady over time as buyers continue to evaluate the development’s location, product offering and long-term fundamentals.