Four New Launches Are Coming. Which One's Right For You?

Q3–Q4 2026 is about to get chaotic. Four launches, four completely different vibes, all landing within months of each other. If you've been half-following the buzz and can't remember which one has the school, which one's freehold, and which one's basically a small city — this is your cheat sheet.

One honest disclaimer before we dive in: none of these four has an official price list yet. The numbers below are market estimates compiled from property portals, and they move depending on which source you check. Treat them as a ballpark, not gospel — and check with me for the confirmed numbers once they drop.

The Grid

*(Sources: 99.co, PropertyGuru, PropertyNet.SG, developer project microsites. Figures are the most commonly cited ranges as of early September 2026 and are analyst/portal estimates only — expect them to shift as official pricing lands.)*

The breakdown, project by project

Lucerne Grand

The Draw: It's the only one of the four with real retail built into the ground floor — Lucerne Galleria, with a supermarket and F&B right downstairs — and it's directly linked to Lakeside MRT, not just "within walking distance." It also launched as the cheapest entry point of the four: official pricing starts from $2,251 psf, with two-bedders from $1.498 million. That's CDL pricing to the OCR band it sits in, not stretching for a CCR premium it can't back up.

Perfect for: HDB upgraders in the west who want MRT convenience and daily errands sorted without paying CCR prices. Also a natural fit for first-time private buyers stepping up from a 4- or 5-room flat, and anyone who's been watching the Jurong Lake District "second CBD" story and wants in near the ground floor of it.

Amberwood at Holland

The Draw: It's the first project to launch in the brand-new Holland Plain precinct — one of eight plots slated for release here, and Amberwood got there first. Low-rise (4 to 6 storeys), sitting beside a Good Class Bungalow enclave, with Methodist Girls' School inside 1km. Official pricing starts from $2.568 million for an 872 sqft three-bedder ($2,945 psf), climbing to $2,921–$3,010 psf for the larger four- and five-bedroom layouts. It's CCR pricing for a low-density product that doesn't feel like typical CCR high-rise living.

Perfect for: Families chasing the MGS school catchment specifically. Also a strong look for Dover and Ghim Moh HDB or condo owners upgrading within the same neighbourhood, and buyers who want the CCR address and prestige without the high-rise density that usually comes with it. Worth noting: seven more Holland Plain plots are still to come — later launches here could set new benchmarks for the precinct, but they'll also be competing supply for whoever buys into Amberwood first.

Thomson Reserve

The Draw: Scale, and a genuinely credible team behind it. At 1,268 units it's more than double the size of the other three combined, built by the same UOL-SingLand-CapitaLand consortium behind Parktown Residence, which sold 87% of its 1,193 units (1,041 units) on launch weekend in February 2025 at an average of $2,360 psf. That's a track record, not a guarantee this project repeats it — but it tells you the team knows how to run a launch weekend. The land was also secured at $1,178 psf ppr, below several other OCR/RCR sites this cycle, which gives the developer more room to price competitively than some of their peers.

Perfect for: Families anchored to Ai Tong School, and upgraders coming from an EC or an older OCR condo looking for their next step up. With six blocks spread across a roughly 500m site, there's also real choice here — the block and stack you land in will matter more than at the other three, so this is one where it pays to see the actual site plan before committing.

Serra Residences

The Draw: The only freehold option of the four, and the smallest — 133 units in a single 28-storey tower. Far East Organization secured the underlying land back in 2010, well before the current land-cost cycle, which gives the project a different starting point from the newer GLS sites (though that alone doesn't tell us how it'll actually be priced once financing and construction costs since then are factored in). It sits right in the Novena medical and lifestyle hub, with SJI Junior inside 1km.

Perfect for: Buyers who specifically want freehold tenure and are willing to pay for it — this isn't the project for maximum space per dollar. Also a fit for long-hold, legacy-minded buyers, and anyone drawn to the Novena medical hub location for its own sake rather than for schools or MRT convenience.

With a budgetof $3M, what can you actually get?

Three million dollars sounds like a lot. But put that same $3M into four different new launches, and you can end up with four very different homes. Here’s a quick look at what your money gets you.

Lucerne Grand

4-bedroom | ~1,152 sqft | From ~$2.79M

At Lucerne Grand, a $3M budget can get you into a 4-bedroom with around 1,150 sqft of space.

That gives you considerably more room for a growing family, with enough budget left over from $3M depending on the unit and floor. Lucerne Grand's published guide prices currently show the 4-bedroom Premium starting from about $2.788M for 1,152 sqft. Larger 4-bedroom layouts go beyond the $3M mark.

Thomson Reserve

3-bedroom | ~958–1,000 sqft | Estimated: ~$2.5M–$2.8M

Move closer to the city fringe and the same $3M starts buying you a different proposition. At Thomson Reserve, you're looking at a 3-bedroom, generally around the 1,000 sqft mark, depending on the layout.

The trade-off is less floor area than Lucerne Grand, but you're paying for a more central location, established surroundings and proximity to Bright Hill MRT and the Thomson area.

There is no published official developer price list yet, so this figure should be treated as an estimate, not a confirmed starting price. Current market listings and indicative pricing put the 3-bedroom range broadly around the mid-$2M to high-$2M range.

Amberwood at Holland

3-bedroom Flexi | 958 sqft | Starting from $2.841M

Here's where things get interesting.

At just under $3M, Amberwood gives you a 958 sqft 3-bedroom Flexi. So you're getting roughly the same floor area as Thomson Reserve, but you're now in District 10, around the Holland area. And unlike the other estimates above, this one now has an announced starting price.

Amberwood's published starting price for the 3-bedroom Flexi is $2.841M for 958 sqft. Its standard 3-bedroom starts lower at $2.568M for 872 sqft.

The Serra Residences

3-bedroom | ~893–904 sqft | Estimated: ~$2.6M–$3.0M

Then you have The Serra.

At around the $3M mark, you're looking at a 3-bedroom of roughly 900 sqft. The big difference here isn't the number of bedrooms or the floor area. It's the tenure and location. The Serra is a freehold development in District 11, putting you in the Newton/Novena area.

Pricing is still best treated as an estimate at this stage, while the published layouts include 3-bedroom configurations of 893 sqft and 904 sqft.

So... what does $3M actually buy?

The question isn't really: “Which project gives me the most for $3M?”

It's “What am I actually paying $3M for?”

Because depending on the project, your money is buying you very different things:

More space.
A more central location.
A particular school catchment.
Freehold tenure.
Or simply a different lifestyle.

There isn't a universal “best value” answer.

The better question is which trade-off makes the most sense for you.

So which one wins?

Trick question — they're not really fighting each other.

Scale vs. boutique.

Leasehold vs. freehold.

Retail-on-your-doorstep vs. quiet school-belt living.

These serve different buyers with different priorities. None of them is an obvious "better investment" than the others — that depends on your own numbers, timeline, and risk appetite, not on anything I can tell you from a grid.

What should actually decide it for you is stack position, unit facing, and how much runway your financing has (LTV, TDSR, and ABSD if this isn't your first property) — not just the headline PSF.

So which one's actually right for you? That's not really a grid question — it comes down to your loan runway, whether you're buying to live in or to rent out, and how much ABSD you're carrying if this isn't your first property.

Tell me where you're at and I'll help you narrow it down to one, not four.

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*Sources: 99.co; PropertyGuru; PropertyNet.SG; UOL/CapitaLand Development official press release (23 February 2025); project microsites (newdeveloperlaunch.sg, the-serra-residences.sg, thomsonreserveresidence.com). Unit counts, tenure and locations reflect publicly available pre-launch information as of early September 2026, subject to developers' final confirmation. Information accurate as at 3 September 2026. PSF figures are market estimates, not confirmed or guaranteed prices, and should not be read as a prediction of future price appreciation.*

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