Building on the momentum of 2023’s launches—Tembusu Grand, The Continuum, and Grand Dunman—Emerald of Katong enters the scene as the fourth major development in this residential belt, situated right next to Tembusu Grand. Beyond its scale as a mega project, Emerald of Katong stands out as the first District 15 development designed under the new GFA harmonisation guidelines. This results in more efficient, thoughtfully crafted layouts that maximise usable space. With its compact unit offerings and competitive price per square foot (PSF), Emerald of Katong presents one of the most accessible entry points for those seeking to own property in the desirable Tanjong Katong area.
In this new launch review, we will explore the key features, location and pricing analysis, as well as how Emerald of Katong compares with the other District 15 new launches.
*This article was written in October 2024 and does not reflect data and market conditions beyond.
Project Details
Location Analysis
Located right behind the site of Tembusu Grand, Emerald of Katong will be a 5-minute walk away from the Tanjong Katong MRT station on the Thomson-East Coast Line (TEL). The easy access to the TEL will allow commuters to travel to the CBD and Orchard in under 30 minutes, which is extremely convenient and ideal for those working in the city centre.
Future residents will have no lack of dining and shopping options, with Katong’s vibrant food scene as well as malls like Katong Shopping Centre, Katong V, i12 Katong, and Parkway Parade in the vicinity. For more entertainment and leisure options, there is the Paya Lebar cluster just slightly up north and East Coast Park down south, with Singapore Sports Hub and Changi Airport just a short drive away.
Schools in the area include Tanjong Katong Girls’ School, Tanjong Katong Primary, Tanjong Katong Secondary, Chung Cheng High (Main), and EtonHouse International School. Dunman High is slightly further out, about 2km away.
Site Plan & Unit Distribution
The site of Emerald of Katong will be bordered by Jalan Tembusu, with a neighbourhood park right next to the development. Seeing as there will be two side gates leading out to the neighbourhood park, the park should be quite a sizable one. And a fun fact is that the developer is obliged to build the park as part of their land tender, which bodes well for future community gardens and events for residents.
The residential blocks here have a north-south orientation (with a slight tilt to the west) to facilitate cross ventilation. The facilities are nicely grouped in the middle of the development, in between the residential blocks, which means that internal facing units will get a good view of the 10 pool facilities.
The development is structured across six residential blocks that range from 18 to 21 storeys, creating a visually balanced skyline. Each block has a distinct layout in terms of unit distribution, offering residents varied levels of privacy and exclusivity. For instance, Blocks 51, 55, 57, and 63 will each house eight units per floor, providing an ideal blend of community feel and privacy for residents. Block 53, however, offers a slightly more exclusive setting with only six units per floor, appealing to those seeking a bit more seclusion within the development.
Emerald of Katong offers a diverse range of unit types, with a notable focus on 2- and 3-bedroom layouts. These configurations make up 34% and 33% of the total units respectively, and caters to a wide variety of residents, from young professionals to growing families. This emphasis on 2- and 3-bedders reflects a strategic approach, accommodating the needs of both homeowners and investors who prioritise space, functionality, and the prime location in Katong.
For buyers who prioritise privacy, Block 59 stands out as the premium option within Emerald of Katong. This block is designed with only four units per floor, each served by a private lift—a feature that adds an extra layer of exclusivity and convenience.
Floor Plan Analysis
In this segment, we will highlight various types of floor plans available at Emerald of Katong. Our aim is to furnish you with useful knowledge that will assist you in choosing the perfect unit tailored to your preferences and lifestyle needs.
Take note that Emerald of Katong’s floor area calculations will be based on URA’s GFA harmonisation rule, which includes strata areas and excludes non-strata/void spaces like AC ledges.
1-Bedroom + Study
The only 1-bedder type in Emerald of Katong is the Type A1S 1-Bedroom + Study layout, standing at 484 sqft. The layout is pretty standard for a 1-bedder, with an open-concept kitchen lined up with the living/dining area and the balcony, and the master bedroom and bathroom segregated from the main living area. The developers opted to place the additional study within the master bedroom, offering some flexibility in terms of usage.
With only 82 of such units in the development, and with smaller units absorbed at a fast rate in District 15, we expect these units to move fast as well.
2-Bedroom Type
There are two 2-Bedroom Premium layout variations and three 2-Bedroom + Study configurations available at Emerald of Katong. Our pick is the 2-Bedroom + Study Type B4S layout, standing at 689 sqft. This is also the show unit at Emerald of Katong’s showflat gallery.
It boasts an efficient dumbbell layout, which maximises usable space without long walkways to the bedrooms. We also like the positioning of the additional study space, which is right outside the common bedroom. With this configuration, you can easily combine the study with the bedroom to expand the space, which will be able to accommodate a small lounge area or walk-in wardrobe. This would also be a possible strategy to attract renters for investors going for rental play.
3-Bedroom Type
For the 3-Bedroom type, you can choose from the standard 3-Bedroom, 3-Bedroom Flexi, and 3-Bedroom + Study configurations. There are a total of 6 layouts available, and our pick is the unique 3-Bedroom Flexi (Type C5F) configuration, which is also the show unit. There are only 42 of such units in the development, making them an exclusive product.
The main draw of this layout is the flexible space next to the dining area. As the name suggests, the usage of this space is completely flexible and up to the preferences of the owner. It could be enclosed into a proper study, or converted into a small guest room, or used as the dining area instead to expand the living room.
4-Bedroom Type
Similar to the 3-Bedroom type, the 4-Bedroom type will also have 3 configurations and 6 layout variations to choose from. Our pick is the 4-Bedroom Premium (Type D3P), standing at 1,259 sqft.
One immediate plus point you can observe from looking at the floor plan is the wide-span living room. The dotted line represents the additional space that is almost similar to what you’d see in 5-room HDB flats, which you can use as a study. The drawback, on the other hand, is that there is only one common bathroom shared between the three common bedrooms, but this is consistent with all the 4-Bedroom layouts here.
The master bedroom will be fitted with a his-and-hers wardrobe outside the master bathroom, and can easily fit a king-sized bed with still plenty of room to work with.
5-Bedroom Type
Lastly, there are three layout variations for the 5-Bedroom type. The featured floor plan is the 5-Bedroom Luxe Type E3L, which is the last show unit you’d find at the Emerald of Katong showflat gallery. These units will be the only ones with private lift access.
Looking at the floor plan, you can observe the same wide-span layout as the 4-Bedroom type in the living area. It will feature a dry kitchen area before extending into the main kitchen all the way to the back where you will find the yard and household shelter.
Bathroom 2 has a dual entrance which can be accessed from bedroom 2, making it a semi-ensuite. This is rather smart of the developers as the other 3 common bedrooms can also share bathroom 2 if bathroom 3 is occupied. The master bedroom features a rather spacious walk-in wardrobe outside the master bathroom, adding to the luxurious vibe of the unit.
Comparative Market Analysis
Sim Lian acquired the plot for Emerald of Katong at a rate of $1,069 per square foot per plot ratio (PSF PPR), a notably lower price than Tembusu Grand’s $1,302 PSF PPR. Sim Lian’s winning bid of $828.8 million was just marginally higher—by a mere $800,000 (0.1%)—than the bid placed by CDL and Frasers at $828 million ($1,068 PSF PPR), indicating how competitive the site’s acquisition process was.
While the land cost for Emerald of Katong is lower than competing new launches in the area like Tembusu Grand, Grand Dunman, and The Continuum, it’s crucial to consider that Sim Lian’s bid occurred in a post-GFA harmonisation landscape. This harmonisation means that developers can no longer charge buyers for areas dedicated to air-conditioning ledges or void spaces in units with high ceilings. As a result, developers like Sim Lian may have strategically bid lower on the land to account for the reduced saleable area, yet could price units at a slightly higher PSF to maintain expected profit margins.
This shift in bidding and pricing strategy differentiates Emerald of Katong from its nearby competitors, all of whom entered the market with different GFA standards. Hence, a direct comparison on a PSF basis may not fully capture the pricing nuances. Instead, a better assessment might focus on the overall quantum pricing across unit types, allowing for a more accurate comparison of affordability and value.
For each unit type across the three comparable launches, the starting price of the most affordable unit was higher than at Emerald of Katong, positioning Emerald of Katong as a more attractive option for buyers.
Although the exact pricing tiers are yet to be confirmed, assuming moderate price staging, Emerald of Katong is likely to remain the most competitively priced. Again, it’s important to note that unit sizes are not directly comparable due to GFA harmonisation—Emerald of Katong’s sizes exclude AC ledges, unlike the other developments, which may affect perceived value when comparing square footage.
Additionally, the current market dynamics in the Katong area suggest a healthy demand despite an initial perception of oversupply. Much of the available new stock in the region has been absorbed, particularly the smaller units, indicating that demand remains robust even with numerous launches.
To provide context, here’s a snapshot of the current supply of smaller units from competing projects:
Given this context, it’s likely that Emerald of Katong will have a competitive launch strategy. While we may see a few units priced lower to draw initial interest, particularly among smaller units, the overall market situation means the developer isn’t under significant pressure to lower prices across the board. The supply-demand dynamics in the area are favourable enough that Sim Lian can maintain robust pricing, particularly for the smaller units, which tend to sell out quickly.
However, for larger units such as 3-bedders and above, there may be more flexibility in pricing, as the availability of units in these configurations is higher. This could present an opportunity for buyers looking for larger units in a prime location at potentially competitive rates compared to other nearby developments.
MOAT Analysis
Using our new PLB New Launch MOAT Analysis Tool, which derives the key MOAT parameters from the latest transaction data of new launches, we take a look at the MOAT scores of surrounding new launches and see how Emerald of Katong may compare to them.
One thing to note is that certain parameters such as the Bala’s Curve Effect (which scores projects based on their balance lease) would naturally be higher due to the nature of new launches.
According to our MOAT Analysis, Grand Dunman scored 58% while Tembusu Grand and The Continuum scored 56%. Looking into the areas that these new launches have performed well in (excluding Bala’s Curve Effect), Grand Dunman did the best for MRT Effect due to its close proximity to Dakota MRT while Tembusu Grand and The Continuum did better for Volume Effect (more transactions in the past year) and Parents’ Attraction Effect (closer proximity to primary schools).
We expect Emerald of Katong to score similarly to Tembusu Grand given that they are in the same vicinity.
Speak to any of our PLB consultants to find out more about Emerald of Katong’s MOAT profile and future appreciation potential.
Growth Potential
Ongoing Rejuvenation of Katong Area
Several commercial plots in the Katong area have been put up for sale in recent years, in line with the ongoing rejuvenation plans for the eastern areas of Singapore. The most recent news was the sale of Katong Plaza to Fragrance Group for $180 million, which has been granted permission by the URA to convert the site for hotel use.
Roxy Square was put up for collective sale earlier this year, and Katong Shopping Centre was also relaunched for an en bloc sale last year after it was rezoned for commercial and residential use at a plot ratio of 3.0 by the URA. Both of these sites could potentially be developed into high-rise mixed developments.
More Residential Projects To Come Around Emerald of Katong’s Vicinity
Following the launches of Tembusu Grand and Emerald of Katong, two additional vacant plots in the Tanjong Katong area remain unannounced. One plot lies adjacent to Emerald of Katong, while the other is situated between Tanjong Katong Girls’ School and Tembusu Grand. According to the URA Master Plan, both sites are designated for residential use.
With plot ratios of 3.5 and 2.8, these sites indicate that further developments are likely on the horizon for the Tanjong Katong estate, signalling continued growth and transformation in this sought-after area.
Long Island Transformation
Announced in 2023, the Long Island Transformation Project marks one of Singapore’s most ambitious land reclamation efforts, with a primary focus on enhancing coastal protection and flood management across an 800-hectare expanse. Designed to address rising sea levels and strengthen Singapore’s climate resilience, this project underscores a long-term vision for sustainable urban growth.
Upon completion, Long Island will feature approximately 20km of new coastal and reservoir parks, creating vibrant green spaces for recreation and ecological preservation. The project is also expected to introduce a significant residential component, with a proposed mix of around 60,000 private and public housing units that will add a new dimension to Singapore’s eastern coastline.
While groundwork has already begun, updates on the project’s progress remain limited, reflecting the complexity and scale of this multi-decade endeavour. The full realisation of Long Island is expected to span one to two decades, but its potential impact on the East Coast will be transformative, reshaping the area’s landscape and positioning it as a hub for waterfront living, community spaces, and enhanced environmental protection.
The Verdict
Despite the presence of competing launches in District 15, most nearby developments have already sold a substantial number of units, positioning Emerald of Katong as a strong contender. Features such as the basement car park and a larger mix of amenities set it apart from nearby options. Moreover, a wider selection of layouts across bedroom types means that buyers have more flexibility, with options suited to different budgets and needs.
Emerald of Katong stands out among recent launches in District 15, combining the scale of a mega-project with an affordable entry price. Thanks to the new GFA harmonisation guidelines and a lower land price, buyers can enjoy efficient, compact layouts without compromising on quality. With reasonable MRT access, competitive pricing, and a well-rounded design, it presents a highly attractive option in this sought-after area.
Let’s get in touch
Considering a unit at Emerald of Katong or hunting for a new launch project? Get in touch with any of our PLB consultant to arrange a showflat visit today!
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