SC Launches One-of-a-Kind Ultra-Luxury Homes to Drive Buyer Decisions

SC says the current luxury home market is not clearly expanding but is intensely competitive as developers fight for existing purchasing power. Consumers are spending more cautiously and can defer home purchases, so SC's strategy is not just to build quality homes but to create "new reasons" that motivate customers to decide to buy—especially those with existing needs but insufficient incentive to act immediately.

The key strategy is to increase choices across house types, sizes, functions, and interior options, while developing new products with clear character so customers always perceive new offerings entering the market and have a better chance of finding "the right home" for themselves. "Today's customers change fast and have diverse preferences, so offering more choices is critical," said Nattakitti Sirirat, SC's deputy managing director for marketing, innovation, and horizontal product development.

SC's Master of Luxury group comprises three brands—95E1, Connoisseur, and Sonle Residences—each with only one project and no repeat projects under the same brand name in other locations. This ties each brand exclusively to its location and experience, creating a sense of rarity that appeals to luxury customers who value privacy, distinctiveness, and products not commonly available. Unit counts in this segment will remain low to preserve privacy and exclusivity rather than pursue large-scale development for volume.

Beyond differentiating products, SC has separated management for Master of Luxury by bringing in LINTON to handle juristic-person management for these projects, while regular SC projects use SC ABLE. "Having a dedicated team for the luxury market enables care at the lifestyle level—concierge services, personal conveniences, and bespoke activities—extending beyond common-area management to create a residential experience aligned with luxury customer behavior," the company stated.

One example of distinctive product development is 95E1 x Boundary's The Longevity Residence, co-developed by SC and Boundary under a longevity concept. Only one of the ten single-family homes in the 95E1 project bears this designation.