On a late May Tuesday evening, The 74 – the Upper East Side’s newest luxury address – partnered with Piaget for a private jewelry shopping salon, welcoming top clients and tastemakers for an intimate evening of high design and high jewelry.

Guests previewed Piaget’s latest collections in the building’s elegantly appointed full-floor model residence, enjoying a rare opportunity to experience world-class jewels in a setting that epitomizes the new era of Upper East Side luxury living.

The event reflects a growing trend of luxury brands choosing exclusive residential settings for private showings, offering discerning buyers a unique blend of lifestyle, artistry, and access. With champagne flowing and the city skyline as a backdrop, attendees mingled, tried on Piaget’s signature creations, and got a first-hand look at The 74’s design-forward spaces.

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