Emerald of Katong draws 10,000 as crowds surge at project sales galleries during Deepavali weekend

The Deepavali holiday was a busy period for property developers and real estate agents. Sim Lian Group reported that Emerald of Katong attracted over 10,000 visitors in the three days following its launch on Friday, Nov 1. One of the first-day visitors to the sales gallery was Singaporean property investor Dominic Bose. "We have several investment properties in Singapore, but we don't have one in the east yet," he says. "An agent introduced me to this property, and I thought it was conveniently located near the train station and other amenities." Bose is considering a two-bedroom unit at Emerald of Katong, feeling that now is an ideal time to explore property investments. "After all, property investing is all about location and timing," he adds. Get the latest details on available units and prices for Nava Grove Advertisement Advertisement The 846-unit Emerald of Katong is located at Jalan Tembusu, off Tanjong Katong Road in District 15. Sim Lian Group purchased the site for $828.8 million, or $1,069 psf per plot ratio (psf ppr), in July last year. The project is just a five-minute walk from Tanjong Katong MRT Station on the Thomson-East Coast Line, which opened in June 2023. It is also near Katong's vibrant restaurants and shops, as well as malls such as 112 Katong and Parkway Parade. Adjacent to the site is a new public park that Sim Lian will also be developing, with landscape design by Tinderbox Landscape Studio, the appointed landscape architect for Emerald of Katong. MAN Architects, the project architect for Emerald of Katong, has designed the development across six blocks ranging from 18 to 21 storeys on the 221,436 sq ft, 99-year leasehold site. The units range from one-bedroom-plus-study to five-bedroom luxe, from 484 sq ft to 1,561 sq ft. Prices start at $1.2 million for a 484 sq ft unit, $1.5 million for a 624 sq ft two-bedroom premium, and $1.6 million for a 678 sq ft two-bedroom premium plus study. Three-bedroom units, starting at 883 sq ft, are priced from $2.1 million, while three-bedroom-plus-study units of 969 sq ft start from $2.3 million. Four-bedroom-plus-study units, sized at 1,152 sq ft, are priced from $2.7 million, and four-bedroom premium units, starting at 1,259 sq ft, are priced upwards of $3 million. The five-bedroom luxe units, beginning at 1,475 sq ft, are priced from $3.5 million. While Sim Lian has not disclosed the average price, some property agents estimate it to be around $2,550 psf. Read also: Redefining urban living with nature at its core in Nava Grove Advertisement Advertisement Next door is the 638-unit Tembusu Grand, developed jointly by City Developments and MCL Land. Launched in April 2023, Tembusu Grand is over 82% sold, with prices averaging $2,458 psf, based on caveats lodged to date. Meanwhile, Kingsford Group, which opened the sales gallery of Chuan Park for preview on Oct 31, drew about 5,000 visitors on the first day alone. The developer reported another 2,965 visitors on Friday, 3,200 on Saturday, and 4,000 more today, bringing the tally for the four days from Oct 31 to Nov 3 to over 15,000. The 99-year leasehold project has 916 units and is located next to Lorong Chuan MRT Station on the Circle Line. The project is expected to see average selling prices of around $2,500 psf. MCL Land and Sinarmas Land opened the sales gallery for the 552-unit Nava Grove at Pine Grove in District 21 over the weekend of Nov 2 and 3, attracting over 4,000 visitors. There is a broad mix of unit types, ranging from two-bedroom to five-bedroom configurations. Two-bedroom units start at 624 sq ft, with prices from $1.388 million ($2,224 psf), while two-bedroom-plus-study units of 786 sq ft are priced from $1.888 million ($2,402 psf). Three-bedroom units begin at 947 sq ft, starting at $2.188 million ($2,310 psf). Four-bedroom units start at 1,335 sq ft, with prices upwards of $2.988 million ($2,238 psf). There is also a selection of four-bedroom dual-key units of 1,464 sq ft each, priced from $3.468 million ($2,369 psf). Four-bedroom premium units with private lifts are 1,550 sq ft and start at $3.588 million ($2,315 psf). Five-bedroom premium units with private lifts are 1,722 sq ft and are priced from $3.988 million ($2,316 psf). Therefore, starting prices at Nava Grove range from $2,224 psf to $2,402 psf. Read also: Chuan Park attracts 5,000 visitors on first day of preview Advertisement Advertisement Next door, the 520-unit Pinetree Hill by UOL Group and Singapore Land Group is 73% sold at an average price of $2,457 psf. This 99-year leasehold project was launched in July 2023. All three projects -- Chuan Park, Emerald of Katong, and Nava Grove -- are scheduled for launch on Nov 16. 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