SM debuts Signature Series, enters premium real estate market

SM has officially entered the premium real estate market with the launch of its new residential brand, Signature Series by SM Residences, a strategic expansion aimed at catering to high-end buyers and solidifying its position as a full-spectrum property developer.

The new venture reflects SM’s continued evolution from retail and commercial development into luxury housing, leveraging its vast land bank and nationwide reach. According to SM Executive Vice President and Signature Series Group Head Jose Juan Jugo, the new line will allow the company to serve the entire property market — from economic housing to ultra-luxury living.

“One very promising aspect in the organization is the raw material is there, the land is there, nationwide. It’s just a matter of us selecting the best properties available in our portfolio to develop into high-end primary residential communities,” Jugo said. “The opportunities are immense.”

Branding rooted in legacy and innovation

The new Signature Series brand features a stylized “S” in earthy bronze tones, symbolizing sophistication, permanence, and a personalized touch. It represents the brand’s philosophy of intentional, high-quality design.

Jessica Sy, Head of Design, Innovation, and Strategy for SM Residences and SM Prime Holdings, said the developments are guided by principles of “intentionality, wholeheartedness, and excellence.”

“For Signature Series, this means creating visually refined spaces that are responsive to how people live, and are built to stand the test of time,” Sy said.

Diverse premium offerings

Signature Series properties will fall into three price tiers:

• Entry-Level Premium (starting at P15 million),

• Upscale (starting at P25 million), and

• Luxury and Ultra-Luxury (P65 million and above).

“The Signature Series home, whether it’s a horizontal product like open lots or a built-up apartment, it’s going to be designed with you in mind,” Jugo said.

400-hectare rollout, P25-billion investment

The group has allocated over 400 hectares for Signature Series projects, with 300 hectares in Metro Manila alone. Among the first to break ground is SM’s 284-hectare Susana Heights property in Muntinlupa, which is being transformed into a mixed-use community with residential clusters, civic spaces, parks, and a planned ultra-luxury village.

An initial investment of P25 billion has been earmarked for this development.

In Makati, SM is entering a joint venture with a high-end developer to transform a 6,000-square-meter property in the heart of the business district.

Other upcoming locations include Pasay, Parañaque, Taguig, Manila, Cavite, Batangas, and Cebu City — each one contributing to the company’s nationwide premium housing footprint.

Long-term commitment

Signature Series projects are integrated into SM’s overall development pipeline. The move positions SM as a long-term competitor in the high-end residential market, aiming to “challenge conventions and set new standards in residential excellence.”