SM Prime Holdings, Inc. has formally entered the premium and luxury housing segment with the launch of Signature Series by SM Residences, a move that marks a strategic evolution in the company’s residential portfolio.
Leveraging the SM Group’s decades-long experience in developing upscale malls, office towers, hotels, and leisure destinations, the Signature Series signals a full-spectrum capability – from economic to ultra-luxury housing – positioning SM as a full-line developer in the real estate sector.
"One very promising aspect in the organization is the raw material is there, the land is there, nationwide,” said Jose Juan Jugo, SM Executive Vice President and Group Head of Signature Series.
“It’s just a matter of us selecting the best properties available in our portfolio to develop into high-end primary residential communities. The opportunities are immense.”
Makati City, long regarded as the country’s central business district and home to some of the most prestigious addresses, will serve as the starting point for the Signature Series’ entry into the high-end residential market.
Jugo noted that the sector remains underserved despite growing demand for upscale developments.
“If we study the residential market in the Philippines, we see that the space for premium primary residential has not yet been addressed to its best capacity,” he explained.
“Signature Series by SM Residences is entering this space to make a new mark, harnessing SM’s strong organization, resources, and commitment.”
The Signature Series also debuts in Susana Heights, Muntinlupa, where SM is developing a 284-hectare master-planned community – one of its largest residential undertakings to date. Backed by an initial capital expenditure of P25 billion, the project is set to transform the historical enclave into an integrated and upscale neighborhood that blends residential, commercial, and civic zones.
“Susana Heights, in my opinion, really needs no introduction. It’s a property people have known for generations,” Jugo emphasized.
“It’s been there, brewing, appreciating in value, and now we are unlocking its full potential. It is a very powerful address, and there is no other parcel of land this size and this scalable in Metro Manila that is going to be developed from scratch.”
The Muntinlupa development will feature curated premium lots, neighborhood retail hubs, pocket parks, and an ultra-luxury village – all designed to attract discerning buyers seeking privacy, community, and long-term value.
“Signature Series is all about creating value,” Jugo noted.
“In the future, your Signature Series property will certainly appreciate. It’s also intended to be future-proof and can be passed onto the next generation.”
SM’s entry into the branded luxury residential space comes amid a rise in demand for developments associated with strong names, international design standards, and lifestyle-driven amenities. Prime real estate, particularly in Makati, continues to see price appreciation due to scarcity and investor confidence.
From its inaugural projects in Muntinlupa and Makati, Signature Series plans to expand into other key growth areas including Parañaque, Pasay, Taguig, Cebu, Cavite, Tagaytay, Batangas, and Manila, utilizing SM’s vast and strategically located landbank.
“Our legacy has reshaped landscapes with developments that are monumental and meaningful – enriching Filipino moments,” said Jessica Sy, SM Prime Vice President and Head of Design, Innovation, and Strategy.
“We bring that same intentionality, wholeheartedness, and excellence to Signature Series, ensuring that these communities support every stage of people’s lives.”