GRIP: 30Jan2026 Thai property record break

Phuket has quietly printed a new number into Asia’s ultra‑prime real estate lexicon. Etro Residences Phuket, within the beachfront Gardens of Eden at Bangtao, has hit 830,000 baht per square metre—over four times the island’s branded residence average and the highest figure ever recorded on Phuket. A quarter of the project’s eight homes sold within three days of the January 10 launch, signalling that global capital is willing to pay true “fashion‑grade” premiums for scarce, design‑led beachfront inventory.

Behind the headline price, the offering is tightly curated rather than bulky. Three‑bedroom residences of around 220 square metres are trading at roughly 182.6 million baht each, with ETRO Home furnishings, sea‑view terraces and private plunge pools baked into the ticket, while a 415‑square‑metre penthouse crowns the stack with double‑height interiors and a rooftop infinity pool over the Andaman Sea. Materials spec—green marble, teak flooring, Schüco glazing and fully branded interiors—pushes the product closer to collectible design object than standard resort condo, which helps explain why it can clear such an aggressive price per metre.

For GRIP readers, the more interesting signal is market positioning rather than the record itself. Gardens of Eden has already achieved about 4.9 billion baht in sales, and the success of Etro’s first Asian residential venture—also Thailand’s first international fashion‑branded residence—shows how Phuket is evolving into a testbed for ultra‑luxury branded living, not just volume tourism product. The question now is whether this becomes a one‑off halo trade or a new ceiling for future fashion, design and hospitality‑branded stock along Thailand’s best beaches.