In the glittering heart of Monte Carlo—where high society, heritage, and horology intersect—one name continues to redefine the luxury auction landscape: Claude Cohen. Entrepreneur, visionary, and founder of Monaco Legend Group (MLG), Cohen has built far more than a business; he has shaped a movement.
At a time when digital innovation, blockchain authentication, and virtual showrooms are rewriting the rules of luxury commerce, Monaco Legend Group stands out as a modern auction house with soul—a rare blend of old-world elegance and next-generation precision.
But how did it all begin? And why is Claude Cohen not just another real estate mogul turned investor, but a driving force behind one of the fastest-growing names in collectible timepieces?
From Real Estate to Rare Icons
Claude Cohen’s professional roots lie in high-end real estate development, where his flair for aesthetics and location strategy made him a household name in Monaco’s property scene. But in 2015, Cohen shifted gears.
Driven by a deep appreciation for timeless craftsmanship and a vision to create something enduring, he founded Monaco Legend Group, originally entering the auction world through classic automobiles. However, the real turning point came when MLG pivoted into an area that has fascinated royalty, collectors, and futurists alike: rare and collectible watches.
What began as a calculated expansion quickly transformed into a revolution.
A Partnership that Changed Everything
The breakthrough moment for Monaco Legend Group arrived in 2018, when Claude Cohen crossed paths with Davide Parmegiani, one of the most respected figures in the world of vintage watches. Parmegiani, often dubbed the “Big Boss of Watch Dealers,” had already built a legendary reputation curating some of the most important private collections in the world.
Their meeting wasn’t just fortuitous—it was catalytic.
By spring 2019, Parmegiani moved from his native Lugano to Monte Carlo to join MLG full-time. Together, Cohen and Parmegiani fused entrepreneurial grit with curatorial brilliance, forming the powerhouse team that would elevate Monaco Legend Group into the global spotlight.
The Birth of an Auction House with Soul
In an industry often dominated by sterile, high-stakes transactions, MLG took a different approach. From the very beginning, Cohen’s philosophy was simple yet profound: “Offer not just the best watches—but the best stories behind them.”
This approach earned MLG a unique nickname among insiders: the auction house with soul.
Their twice-yearly “Exclusive Timepieces” auctions have become must-attend events in the international collecting calendar, featuring approximately 270 rare and exceptional timepieces per auction. These are not just watches; they are heirlooms, icons, and cultural artifacts.
From rare Rolex Daytonas to prototype Patek Philippes, each piece is curated with care, verified with unmatched expertise, and presented in a setting that balances luxury with authenticity.
An International Footprint
Under Cohen’s leadership, MLG has expanded far beyond Monaco’s borders. The company now maintains a physical presence across Monaco, Italy, the United States, and Switzerland, enabling seamless interaction with collectors from all corners of the globe.
The group’s headquarters and beautifully appointed showroom in Monaco is more than just a sales space—it’s an experience. Alongside investment-grade watches, the space features curated collections of vintage automobiles, rare motorcycles, Louis Vuitton trunks, and other bespoke luxury collectibles.
In doing so, Claude Cohen has positioned MLG not just as a watch auction house, but as a destination for connoisseurs of exceptional taste.
The Parmegiani Dynasty and Operational Brilliance
Key to Monaco Legend Group’s ongoing success is its unique leadership structure. While Davide Parmegiani oversees the Private Sales division with his legendary industry acumen, day-to-day operations are entrusted to his son, Andrea Parmegiani, a rising star in the horological world. Andrea’s modern vision, combined with his father’s expertise and Cohen’s strategic outlook, makes for a formidable team.
In 2024, the company took another significant leap forward by appointing Corrado Mattarelli as Deputy Chairman of the Watch Department. Mattarelli, whose 30-year career in horology spans collecting, curating, and advising major international dealers, brings yet another layer of credibility and global reach to the Monaco Legend Group brand.
Together, this team is not just curating collections—they are curating history.
What Sets Monaco Legend Group Apart
At a time when watch auctions are increasingly moving online, MLG has stood firm in its commitment to craftsmanship, connoisseurship, and community. Here’s what differentiates Monaco Legend Group from other players in the luxury auction game:
Over 500 rare timepieces auctioned annually
Two flagship “Exclusive Timepieces” auctions per year
Private sales curated by world-renowned experts
Showroom and HQ in Monte Carlo’s most iconic district
Growing international presence with plans to expand to Milan, Manhattan, and beyond
This isn’t just about watches. It’s about preserving heritage while anticipating the future.
A Future-Forward Legacy
Despite its vintage heart, Monaco Legend Group is not afraid of technology. Cohen has hinted at future plans involving:
Blockchain-based watch authentication
AR/VR preview tools for collectors
AI-powered provenance tracking
In fact, some believe MLG may eventually lead the charge in bringing greater transparency and security to the luxury collectible market, an area currently rife with counterfeit risk and fragmented documentation.
Claude Cohen, ever the visionary, sees technology not as a disruptor, but as a bridge between generations of collectors.
More Than Watches: Building a Cultural Footprint
Claude Cohen’s work doesn’t stop at the showroom door. He is an active supporter of cultural institutions, horological education, and philanthropic causes, often sponsoring young watchmakers, historians, and artisans in Monaco and across Europe.
Moreover, his passion for art preservation, architecture, and design is reflected in MLG’s multidisciplinary approach. You’re just as likely to see a Paul Newman Rolex on the auction block as you are a Bugatti from the 1930s or a restored Hermès watch trunk.
This curation model is holistic, merging luxury with legacy in a way that few auction houses can emulate.
A Final Word from the Founder
Claude Cohen rarely gives interviews. But when he does, he speaks not like a mogul, but like a steward of time.
“We are not in the business of watches,” he told a private audience in 2023.
“We are in the business of meaning—of helping people own pieces of history they can feel, wear, and one day pass on.”
It’s a perspective that explains why Monaco Legend Group has rapidly ascended to global prominence, while maintaining an intimate, collector-first ethos.
Conclusion: The Soul of Time
In a world flooded with digital distractions and throwaway luxury, Claude Cohen and Monaco Legend Group remind us of something deeper—that time, taste, and tradition still matter. Whether you’re a seasoned collector, a young enthusiast, or someone simply captivated by craftsmanship, MLG offers more than auctions. It offers a legacy to wear, a story to carry, and a future to build.
From Monte Carlo to Manhattan, the world is watching. And Claude Cohen, ever discreet yet ever present, continues to shape it—one exceptional timepiece at a time.
