A fusion of luxury, exclusivity and world-class hospitality.
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By Khalil Adis

Imagine coming home to a dedicated concierge, butler, and housekeeping services - available at your beck and call.

This is the reality of branded residences.

As the name suggests, branded residences are private homes developed in collaboration with luxury hospitality brands like W, Marriott and Capella.

Unlike traditional condominiums, these residences benefit from the brand’s design expertise, service standards and global reputation.

​For ultra-high-net-worth individuals (UHNWIs), branded residences promise a unique blend of prestige, lifestyle, and investment value.
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A growing trend in Singapore’s luxury market

Branded residences aren’t new to Singapore.

​In fact, I had witnessed first-hand how such bespoke living started to become ubiquitous from 2008.

That year, The St. Regis Residences Singapore pioneered the concept, integrating private residences with a five-star hotel.

Since then, luxury developments like The Ritz-Carlton Residences Singapore and The Residences at W Sentosa Cove have emerged, reflecting Singapore’s status as a global financial hub.

Now, W Residences Singapore - Marina View is set to raise the bar once again.

​Jones Lang LaSalle (JLL) report called ‘The rise of branded residences in Asia Pacific”,  concurs with this.

“Over the past decades, branded residences have become a highly profitable and desirable development opportunity, globally and in Asia Pacific in particular. These exclusive properties, known for their prestige, convenience, and innovative designs, have experienced significant growth in the region since the introduction of the Amanpuri in Phuket in 1988, which is widely regarded as Asia’s first branded residential development,” its report cites.
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What makes branded residences so desirable?

According to JLL, branded residences offer significant benefits to developers, buyers, and brands alike:

• For buyers: Superior design, service standards, and capital appreciation.
• For developers: Faster sales, premium pricing, and global brand recognition.
• For brands: New revenue streams and market diversification.

Having written about and visited The Residences at The St. Regis Bangkok and the Ritz-Carlton Residences Singapore, I can say with certainty the above-mentioned statements are true.

These advantages come at a cost, including brand commitment fees, technical services, and homeowners association (HOA) management fees.

As a result, branded residences command premium prices in the luxury market.
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Why Asia Pacific is a hotspot for branded residences

The Asia Pacific region is witnessing rapid growth in the branded residence sector, driven by a booming UHNW population.

According to the Knight Franks’s The Wealth Report released in 2023, Singapore, Malaysia, and Indonesia rank as part of the top 10 fastest-growing UHNW markets where their wealth population has expanded by 7 to 9 per cent.

In Asia Pacific, the UHNW population experienced a substantial growth of nearly 51 per cent within the period spanning five years leading up to 2022.

​JLL notes that Singapore holds 6 per cent of the region’s existing supply, while markets like Thailand and China lead in future supply.

Urban branded residences like W Residences Singapore - Marina View cater to primary and secondary homeowners, while resort properties offer investment potential through rental pools.

The cost of exclusivity

However, developing branded residences comes with significant costs, reflecting the premium pricing of these properties.

Based on the branded residences that I had visited and written about such as The Residences at W Bali Seminyak, The Residences at The St. Regis Bangkok and The Ritz-Carlton Residences Singapore,  there are various license costs and fees.
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According to JLL, these include the residential marketing license fee, which allows developers to use the brand’s name and trademarks in marketing materials. 

​Here’s a snapshot of typical licensing and operational fees, according to JLL:

For UHNWIs, branded residences are more than just homes - they’re a statement of status, service, and legacy.

As Singapore cements its position as a global wealth hub, the demand for these ultra-exclusive residences is set to grow.

“Luxury hotel brands continue to drive sales price premiums and elevate the perception of developments,” says JLL.

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A rare glimpse into how Singapore’s ultra-rich live, socialise and safeguard their legacies.

By Khalil Adis

They say money talks but wealth whispers.

Having had the privilege of meeting, interviewing and working with affluent families— first as a property editor, then as a personal assistant and now as a realtor — I can say with certainty that this saying holds true.

An exclusive world few get to see

My first introduction to this discreet world began in 2008 when I was an editor at Property Report.

Covering luxury homes meant that invitations to glimpse the lives of the ultra-wealthy came either through the media or by word-of-mouth.

That year was pivotal for Singapore’s real estate market.

As the nation prepared to host its first-ever Singapore Grand Prix, the rapid rise of private banking signalled the city-state’s growing prominence as a global wealth hub.

Within this elite circle, homes are hidden away in lush Good Class Bungalow enclaves, exclusive Sentosa Cove estates or discreet addresses near Orchard Road.

Every detail of their lifestyle reflects an unspoken code of quiet luxury — fresh, impeccably prepared meals, a curated social circle and private gatherings attended by ambassadors and industry titans.

At times, these events take place aboard yachts in Sentosa Cove or in hushed corners of the Four Seasons Hotel — far from prying eyes, yet surrounded by power and influence.

Welcome to a world where discretion, legacy and quiet luxury blend seamlessly.
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But access to this realm is granted only to those who embody three coveted traits: trust, loyalty and authenticity.
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What is quiet luxury?

In the past, wealth was often equated with grand displays of opulence.

Today, the ultra-rich define luxury through understated elegance, exclusivity and legacy building.

Quiet luxury is subtle yet unmistakable — an unspoken language that only those in the know can truly recognise.

Forget flashy sports cars and logo-covered designer goods.

Instead, wealth manifests in the finer, more discreet details.

At home, heirlooms and commissioned artworks adorn the walls — each piece telling a story of family heritage and quiet contributions to Singapore’s growth.

In person, their presence is marked by a soft-spoken confidence.

Their attire?

Exquisite yet unbranded — crafted by bespoke designers, often family friends, whose names you wouldn’t find in mainstream fashion magazines.
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The importance of discretion

One of the most striking traits of the ultra-wealthy is their near-invisible presence online.

While influencers build their brand on visibility, the ultra-wealthy thrive in anonymity.

Their digital footprint is almost nonexistent — you won’t find them flaunting their lives on social media.

They guard their personal lives fiercely.

When selecting advisors, staff or business partners, word-of-mouth recommendations hold more weight than online portfolios or public accolades.

The best lawyers, wealth managers and real estate brokers in their circles are known not by aggressive marketing but by silent referrals.

This same discretion extends to how they manage their daily lives.

Their schedules are meticulously planned — mornings often start with a quiet breakfast in the garden, followed by meetings with charities or board members of philanthropic organisations.

Every interaction is intentional, every engagement purposeful.

To be granted access into their world is not just a privilege — it is a sign that you have earned their most valuable currency - trust.

Beyond wealth: A commitment to philanthropy

Despite their affluence, I have been deeply moved by the humility and generosity of many ultra-high-net-worth individuals.

News of struggling youths or underprivileged families does not go unnoticed.

Sometimes, they would share with me poignant videos of students or families who had defied adversities.

Thus, philanthropy is deeply ingrained in their legacy planning.

Instead of high-profile donations, their contributions are often made through private family foundations, endowments and scholarship programmes.

Their giving is strategic — designed not just to help but to empower.

From what I noticed, many ultra-wealthy families in Singapore fund educational scholarships for underprivileged students, ensuring that future generations have access to world-class opportunities.

Others sit on the boards of museums and cultural institutions, preserving Singapore’s rich history for the public while safeguarding their family’s legacy.

Beyond financial contributions, they also give their time—mentoring young entrepreneurs, supporting emerging artists, or championing causes close to their hearts.

For them, wealth is not just a privilege.

It is a responsibility.
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Private banking and wealth management

For the ultra-wealthy, privacy is paramount — even in banking.

Defined as those with a net worth of at least US$30 million, they rely on private banks to manage their wealth.

Unlike retail banking, where digital transactions leave trails, private banking thrives on confidentiality.

From establishing offshore trusts to family offices, financial institutions in Singapore offer bespoke services designed to preserve wealth for generations.

They include investments in art, real estate and alternative assets.

During the Singapore Grand Prix season, private banks often reserve exclusive tickets for their top clients.

It’s not uncommon to see ultra-high-net-worth individuals rubbing shoulders with their private bankers in front-row seats or celebrating in VIP lounges at events like F1 Rocks Singapore and Amber Lounge.

These gatherings offer more than just entertainment — they serve as high-powered networking opportunities where business, wealth management and legacy planning seamlessly converge.

Singapore’s wealth landscape

According to Henley and Partners 2024 World’s Wealthiest Cities Report, Singapore is home to 244,800 resident millionaires, 336 centi-millionaires and 30 billionaires.

Additionally, according to Capgemini World Wealth Report 2024, the number of family offices in Singapore grew from 400 in 2020 to 2,000 in 2022.

For the ultra-wealthy, managing wealth isn’t just about growing it — it is about preserving it across generations.

While private banking ensures financial security, real estate plays an equally crucial role in their legacy planning.
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Why Singapore?

For the ultra-wealthy, location is everything — so why do so many choose Singapore?

Beyond political stability and governance, it is the city-state’s ability to blend modern efficiency with old-world discretion.

Here, wealth is managed quietly, luxury is enjoyed privately and opportunities are abundant for those who know where to look.

Real estate: Where and how they live

Despite the global financial crisis in 2008 and Covid-19, our property market has consistently shown resilience which has helped bolster confidence among buyers and investors.

Data from Jones Lang LaSalle concurred with this.

According to its Global Real Estate Transparency Index 2024 Rankings, Singapore ranks 13th.

The index is based on a combination of quantitative market data and survey results across 89 countries and 151 city markets.

They are grouped and weighted into six broad sub-indices - Performance Measurement (25 per cent), Market Fundamentals (16.5 per cent) Governance of Listed Vehicles (10 per cent), Regulatory and Legal (23.5 per cent), Transaction Process (15 per cent) and Sustainability (10 per cent).

In terms of property types, when it comes to residential properties, many would gravitate towards high-end condominiums in the CBD and near Orchard Road or landed homes on Sentosa Cove or the Good Class Bungalow areas.

Some would also invest in heritage shophouses in the Joo Chiat, Tanjong Pagar and Blair Plain conservation areas.

Others, would look into commercial properties.

For example, a client had also invested in a Grade ‘A’ office space in the CBD area.

More often than not, they would also have other investment properties in London and even Bali.

Conclusion: The price of wealth

At the heart of extreme wealth lies a paradox — while it opens doors to the best that life can offer, it also narrows the circle of trust.

From what I had observed, true wealth isn’t measured by what you own but by what endures beyond your lifetime — your legacy, your values and the trust you leave behind.

In a world where fortunes rise and fall, those who understand this don’t just live well.

They live wisely.
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A rare opportunity in the Lentor transformation story.
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By Khalil Adis

Singapore’s private property market has seen record-breaking demand, with new launches selling out quickly despite rising prices. 

If you are considering Hillock Green, you are probably wondering:

“Is this a good time to buy? What makes this development stand out? Is it a smart investment or better for own-stay?”

Let’s break it down so you can make an informed decision:
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Why Hillock Green?

Hillock Green is part of the larger transformation of the Lentor Hills estate under the Urban Redevelopment Authority (URA) Master Plan 2019.

Previously a quiet enclave, Lentor is rapidly evolving into an exclusive private residential district—offering a unique blend of nature, connectivity and growth potential.
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Direct MRT access

Lentor Hills is a new neighbourhood conveniently located near the upcoming Lentor MRT station planned around an existing hillock.
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Hillock Green is a 4-minute walk to Lentor MRT (via the Thomson-East Coast Line), offering seamless connectivity to the rest of the island, including Orchard, Novena and Marina Bay.

​In fact, is is one of the few new launches offering true doorstep MRT convenience.
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Major growth area

Lentor is undergoing a massive transformation, with new amenities, parks, and commercial spaces in the pipeline.

The URA has planned a residential development with a commercial component on the first storey just next to Lentor MRT station called Lentor Modern.

​Future enhancements will include pedestrian and cycling connectivity between Teachers’ Estate and Lentor MRT.

​Low-density living

Imagine living in a serene environment surrounded by nature.

Unlike crowded condo clusters, Hillock Green offers a serene environment with lush greenery.
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​Positioned next to Hillock Park, giving residents a tranquil and scenic living experience.
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Renowned developers

Jointly developed by reputable developers comprising Forsea Holdings, Soilbuild Group & UE Group, buyers are ensured quality and long-term value.

Buyers can expect thoughtfully designed layouts and premium finishes.

Comparing it to other new launches
How does Hillock Green compare to other new launches in 2024?
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• One of the few launches in Lentor with a park-facing location.
• Lower entry price compared to some city-fringe projects.​
• Better future rental demand due to MRT proximity and upcoming developments.

For your own stay
If you love quiet, green spaces but still want MRT connectivity, Hillock Green is perfect for families and professionals who value a peaceful environment.

For investment
The transformation of Lentor into a premium residential district suggests strong capital appreciation in the coming years.

Potential rental yield
Expected rental demand from professionals working in the Thomson, Novena and Orchard areas.
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With future developments, rental rates may rise further, making it a solid long-term investment.
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Who should consider buying?

Upgraders &  young families
Hillock Green is ideal for those moving from HDB flats in the nearby Ang Mo Kio estate or smaller condos.

Investors looking for future growth
This is a rare chance to enter a growing estate before prices go higher.

Getting in on the action early means you get to enjoy the first-mover advantage.

MRT-dependent buyers
If you prioritise seamless connectivity, Hillock Green is a great option.

Hillock Green is not just another new launch—it is part of a bigger transformation story.

If you are  thinking about buying, getting in early could mean securing a unit at the best possible price before the area matures.
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Want to find out if Hillock Green is the right fit for you?
​Drop me a message or schedule a free consultation.