Thursday, August 14, 2025

SM Prime’s Signature Series announces partnership for luxury Makati development

Signature Series by SM Residences, the premium primary residential brand of SM Prime Holdings (SM Prime), is finalizing a strategic partnership for a landmark development in Makati City, the country’s premier financial and lifestyle hub. This project will place Signature Series in one of the Philippines’ most desirable luxury residential enclaves.

The announcement comes as SM Prime makes its official entry into the high-end real estate market. According to Jose Juan Jugo, Executive Vice President and Signature Series Group Head, the move is a response to an underserved segment of the market. “If we study the residential market in the Philippines, we see that the space for premium primary residential has not yet been addressed to its best capacity,” said Jugo. “Signature Series by SM Residences is entering this space to make a new mark, harnessing SM’s strong organization, resources, and commitment.”

The planned development addresses the significant scarcity of prime land in Makati, a factor that has driven up the value of existing luxury properties and created high anticipation for new projects. Data from Colliers Philippines’ Q1 2025 report reinforces this demand, noting that Makati’s central business district had less than 1% of its ready-for-occupancy condos unsold.

The luxury and ultra-luxury segments remain resilient despite a broader condo oversupply, with units priced above P12 million attracting investors seeking premium features and capital growth. Post-pandemic shifts in buyer preferences also show a strong demand for larger units that can accommodate work-from-home setups and provide a holistic lifestyle.

“Signature Series is all about creating value,” Jugo added. “In the future, your Signature Series property will certainly appreciate. It’s also intended to be future-proof and can be passed on to the next generation. Moreover, it’s about delivering the best possible quality. That is our commitment to the prospective residents of our properties.”

The new development will incorporate features that align with the growing demands of affluent buyers, including green building technologies, sustainable materials, wellness-oriented amenities, and smart home technology.

“We see strong demand from high-net-worth individuals and families. Signature Series, in partnership with a key player in the luxury residential space, is set to deliver on the premium living requirements that these discerning individuals are looking for,” said Jugo.

The final details of the partnership and the project will be disclosed at a later date.

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