Mr Tritecha, left, and Mr Prateep preside over the launch event for Supalai Elite Sukhumvit 39.

SET-listed Supalai estimates the property sector will pick up in the second half as concerns subside over US tariffs and earthquake resilience, while the company continues to maintain a diversified portfolio covering both the middle and luxury segments.

Tritecha Tangmatitham, managing director of Supalai, said the middle segment is the most robust market, with average prices of 80,000 baht per square metre, or 2-3 million baht per unit, which accounts for the majority of its project launches this year.

The luxury residential market has slowed from last year, while the lower-end segment is grappling with a high loan rejection rate, he said.

Chief executive Prateep Tangmatitham said buyer sentiment is gradually recovering following the March 28 earthquake, while concerns over US tariffs eased after Thailand was assigned a 19% rate, and interest rates appear to be on a downward trend.

He said July was the company's best month this year since the earthquake, as property transfers mostly paused in the aftermath of the tremor.

Supalai maintained its target of 36 project launches worth 46 billion baht this year.

In the first half, the company launched eight projects and it plans to introduce eight more in the third quarter and nearly 20 new projects in the final quarter, targeting sales of 32 billion baht this year.

Supalai launched Supalai Elite Sukhumvit 39 on Sunday, a luxury high-rise condo worth 2.1 billion baht.

The 25-storey building offers 192 units, with two to three bedrooms ranging from 56.5-127.5 sq m, while a duplex with two to three bedrooms spans 82.5-150.5 sq m. Unit prices are set at 6.3-27 million baht, with an estimated rental yield of 7%.

Mr Tritecha said Phrom Phong is a prime location in Bangkok for luxury development, with top lifestyle facilities such as Em District, UFM Fuji Supermarket, and Samitivej Sukhumvit Hospital.

The majority of supply on Sukhumvit Soi 39 is one-bedroom units, with few offering two to three bedrooms.

He said three-bedroom units in this area have typically sold out over the past decade, compared with 84% of one-bedroom units on the market.

Mr Tritecha said this is a niche opportunity, with demand from both Thai and foreign markets, especially expat families, with average project pricing of 120,000 baht per sq m.

Since last week, the company's presales event has generated sales worth 500 million baht, or one-fourth of the total project value, reflecting strong market demand, said Mr Prateep.

The condo is designed in a modern classic style, featuring a rooftop infinity pool and jacuzzi, rooftop co-working and a party space, along with a sports area.

The property also offers parking spaces for 108% of units and earthquake-safe construction compliant with 2021 regulations.