From left: Charles Bronfman, Serena Boardman and the interior of the sixth-floor unit

Perhaps hoping to cash-in on the current momentum of the high-end real estate market, Seagram heir Charles Bronfman is trying a new strategy to market his full-floor apartment at 810 Fifth Avenue.

Bronfman, the former co-chairman of Seagram, has ditched brokers Bonnie Chajet and Ronnie Lane of Warburg Realty Partnership — who have had the listing for over a year — in favor of Sotheby’s International Realty power-broker Serena Boardman, according to data from Streeteasy.com. Boardman has, in turn, lowered the asking price to $21.5 million, down from $23 million. [more]

Edgar Bronfman and 810 Fifth Avenue

Edgar Bronfman, Time Warner Music CEO and a noted real estate hopper, has picked up a new pad at 810 Fifth Avenue near the corner of 62nd Street, according to the New York Post. Although it’s not immediately clear what Bronfman paid for the two-bedroom, four-and-half-bathroom co-op, its asking price had been $23.5 million. This purchase is the latest in a long string of luxurious New York City real estate purchases for Bronfman, who is known as a connoisseur of high-end homes. Bronfman reportedly purchased a 15,000-square-foot townhouse on the Upper East Side in 1994, which he spent four years renovating and sold in 2007 for $50 million. After that, Bronfman picked up a $19.5 million co-op investment property at 1040 Fifth Avenue, which he never lived in, and also nabbed a unit in the Carhart Mansion Condominium at 3 East 95th Street near Fifth Avenue for roughly $19 million. His latest home includes a private vestibule, gallery and a library facing Central Park. [Post, 1st item]

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Film and record producer David Geffen has a new spot at the Park Cinq, the 785 Fifth Avenue building with Central Park views and a limestone façade. The Brooklyn native paid $14.17 million for the 17th-floor co-op, which is 5,000 square feet in size and had belonged to former Warner Brothers Entertainment chairman Robert Daly. The apartment reportedly changed hands without the help of a broker. Geffen, who is co-founder of Dreamworks SKG, used to own a penthouse apartment nearby at 810 Fifth Avenue. He bought the co-op for $31.5 million in 2006 and flipped it for $37.5 million a year later. [NYT]