Picture this: the glittering coastline of Monaco, where superyachts bob in the harbor and the air hums with the rev of high-end engines. In this playground for the ultra-wealthy, Claude Cohen has carved out his own empire, blending sharp business acumen with a genuine love for all luxurious things. As the founder and Chairman of Monaco Legend Group (MLG), he’s not just selling properties or auctioning off rare watches—he’s curating lifestyles. Over the past 25 years, Cohen has become synonymous with Monaco’s elite real estate and collectibles market, turning what could be cold transactions into passionate pursuits. Let’s dive into his story, from building dream homes to hammering down record-breaking sales.
Monaco isn’t just a dot on the map; it’s a lifestyle magnet, drawing in folks who crave sun-soaked days, zero taxes on inheritance or capital gains, and that unbeatable sense of security. Cohen gets it—he’s lived it. “We’re incredibly lucky here,” he’s said, pointing out how the mix of perfect weather, easy access, and rock-solid stability makes Monaco irresistible. Born in New York with an Italian passport in hand, Cohen didn’t stick around the States long. Instead, he set his sights on Europe, landing in Monaco where he found his groove. It’s here that he built his foundation, starting in real estate and evolving into a multifaceted entrepreneur who’s as comfortable selling a property deal as he is wielding an auctioneer’s gavel.
Laying the Bricks: Cohen’s Real Estate Journey
Cohen’s entry into Monaco’s property world wasn’t by accident. With more than two decades under his belt, he launched Monaco Legend Properties, a cozy yet powerhouse agency that handles everything from snagging prime apartments to managing sprawling commercial spaces. Think of it as your one-stop shop for luxury living: buying, selling, renting, renovating, you name it. What makes it special? It’s a family affair. Cohen teams up with his son Mikhael, who’s the broker with an eye for detail, and his wife Marion, steering sales with her savvy touch.
Mikhael, having grown up watching his dad hustle, brings that same fire. “I’ve caught the bug,” he admits, excited about delivering straight-up, honest advice to clients. Together, they’ve tackled big projects through their construction arm, Batilux SAM. Take the Pavillon Diana, finished in 2021—it’s a sleek, modern gem that screams Monaco chic. And they’re not stopping; Pavillon Maurice is on deck for 2024, promising even more innovation.
Cohen’s take on the market is refreshingly straightforward. Monaco’s properties hold their value like gold because owners hang onto them, and the supply stays tight. “It’s a solid investment,” he says, highlighting how the lack of public debt and a balanced budget keep things stable. When valuing a place, they look at the whole picture: the killer views, the layout, and any fresh renovation. It’s not cookie-cutter; each deal gets personalized scrutiny. Plus, with ties to the auction side of the business, clients often cross over—maybe bidding on a vintage Rolex one day and eyeing a penthouse the next. That’s the beauty of Monaco: it’s safe, scenic, and super connected, whether you’re jetting in or cruising by yacht.
I mean, who wouldn’t want to wake up to that? Cohen’s agency makes it happen, turning dreams into addresses.
Revving Up: Launching Monaco Legend Group
By 2015, Cohen was ready for a new thrill. He founded Monaco Legend Group, kicking things off with auctions of classic cars—those sleek Ferraris and vintage Porsches that make hearts race. But he didn’t stop there. Spotting the buzz around rare watches, he teamed up with a Geneva outfit to dip into that world. It was a smart pivot, born from his own fascination with pieces that tell stories beyond time.
Enter Davide Parmegiani in 2018—the guy everyone calls the “Big Boss” of vintage watches. Parmegiani’s got creds for days, having built epic collections worldwide. He and Cohen clicked instantly, sharing a vibe that auctions should be about the thrill, not just the sale. By 2019, Parmegiani packed up from Lugano and moved to Monte Carlo, going all-in with MLG. His son Andrea jumped on board too, handling the day-to-day ops in private sales.
Now, MLG runs two big “Exclusive Timepieces” auctions a year, each packed with about 270 lots of pure horological magic—like rare Rolex Daytonas or one-of-a-kind Patek Philippes. The Monaco HQ doubles as a showroom, displaying not only watches but also classic bikes, cars, and even fancy Louis Vuitton trunks. It’s like stepping into a treasure trove.
Growing the Team and Going Global
Fast-forward to 2024, and Cohen brought in Corrado Mattarelli as Deputy Chairman for watches. With 30+ years in the game, Mattarelli’s a pro who’s networked with dealers everywhere and curated killer collections. His energy fits right in, pushing MLG to new heights.
The company’s not staying put either. Offices in Italy, the US, and Switzerland keep things humming, with Milan and Manhattan on the horizon. This setup lets them cater to collectors from all corners, blending Monaco’s glamour with global reach.
Highs and Highlights: What Sets MLG Apart
Cohen’s got some bragging rights. In 2023, they sold a prototype platinum Rolex Yacht-Master for a whopping $2,625,000—shattering records and proving MLG’s pull. Auctions rack up over 500 rare watches annually, always with an eye on provenance and that intangible “soul”—the backstory that makes a piece special. Cohen himself steps up as Co-Chairman and auctioneer, stressing trust and openness in every bid.luxur
Their latest win? The first Lugano auction in 2025, which wowed everyone with its focus on true collectors’ items.
Looking Ahead: Innovation and Heart
Cohen isn’t one to rest on laurels. He’s eyeing tech like blockchain for verifying authenticity and AI to trace histories, making sure the old-school charm meets modern smarts. “It’s about connecting generations,” he might say, keeping the human spark alive amid the gadgets.
And it’s not all profit—Cohen gives back, backing young watchmakers, historians, and artists across Monaco and Europe. His auctions often mix in art and design, broadening the appeal.
The Lasting Spark of Claude Cohen
As MLG eyes sustainable practices and more expansions, Cohen’s vision shines through: luxury with soul. He’s not just built businesses; he’s boosted Monaco’s rep as the ultimate spot for the refined life. Whether it’s a waterfront villa or a timeless watch, Cohen delivers experiences that linger. In a fast world, his steady hand reminds us why some things are worth savoring.
