In the heart of Monaco, where opulence and precision converge, Claude Cohen commands the stage as a maestro of high stakes watch auctions. A veteran of real estate and fine jewelry, Cohen founded Monaco Legend Group in 2015, transforming it from a boutique property venture into a global powerhouse for horological treasures. His vision has magnetized collectors from Dubai to Milan, drawn to the principality’s glittering allure a stage where Italian elegance infuses the art of luxury timepieces.

Cohen’s journey into the world of rare watches began in 2019, when he joined forces with Davide Parmegiani to launch Monaco Legend Auctions. This platform redefined the auction experience, blending rigorous curation, absolute transparency, and captivating stories behind each lot. The result? Record-breaking sales, like the dazzling “Exclusive Timepieces” event in April, which solidified Monaco’s status as a beacon for vintage and independent watch collectors. As the lead auctioneer, Cohen doesn’t just wield the gavel—he choreographs the event, leveraging his jewelry expertise to craft each catalog with precision and sequence lots to sustain a crescendo of excitement. “Collectors today chase authenticity, heritage, and rarity,” he remarked after the latest auction, celebrating results that underscore Monaco’s dominance in the luxury watch market.

We sat down with Claude Cohen in Monaco in his element, the Monaco Legend Group’s auction room—a sanctuary of sophistication where Italian-inspired artistry meets global prestige.

What makes each auction feel unique? Does it ever become routine?

Routine? Hardly. Each auction has its own pulse, its own drama. You get used to the mechanics, sure, but every event feels like stepping into a new story. The energy shifts with the crowd, the pieces, the moment it’s always a fresh act.

How do you gear up for the big day? Any personal habits to get in the zone?

I don’t have set rituals, but I dive deep into the catalog. I write the descriptions myself, so I know every watch inside out its history, its quirks. By the time I’m at the podium, I’m not just presenting; I’m sharing stories I’ve lived with. It’s all preparation, no improvisation.

The auctioneer’s gavel drop is iconic. Does that moment carry special weight? 

It’s memorable, no doubt—buyers often cherish that instant. But the magic comes from the whole team. Specialists, logistics, everyone, they’re the backbone. My job is to bring it all together, but without their precision, the show wouldn’t go on.

Every auctioneer has a signature style. What’s yours on this Monaco stage?

You’ve got to play the part, think of it like theater. Some auctioneers lean on charm, others on flair. For me, it’s about energy. Keep the room alive, inject some spark, maybe a quick quip to break the tension. If you’re too reserved, the crowd drifts. In Monaco, where Italian panache shapes luxury, you’ve got to keep the elegance dynamic.

How do you build the auction’s rhythm through the lot sequence?

It’s like composing a symphony. We spend months fine-tuning the order, working with Davide and the team. Every watch has its moment, and we place them deliberately to sustain momentum. It’s not just about saving the best for last—each lot needs to shine to keep the room buzzing.

Is the grand finale always the biggest moment?

Not always. The final lot is often a showstopper, but we weave highlights throughout. Every piece, even the understated ones, has a unique tale. Our goal is to keep energy high from start to finish, and a full house at the end proves we’ve done it right.

What’s the post-auction vibe like? Do you relax or replay the day?

After day one, I exhale, grab a meal, and recharge—rest is key for round two. When the final gavel falls, there’s a rush of relief and joy if it goes well. Then, almost instantly, we dreamed up the next one. The mind’s already racing forward.

Did you picture this career in your 20s?

Not even close. This path was unimaginable back then. But I’ve learned that with enough grit and vision, you can carve out any future. It’s all about determination.

What’s your advice for someone dreaming of a career in watches?

Chase what sets your soul on fire. Listen to mentors, but trust your gut. Ignore the naysayers and put in the work—day in, day out. Passion and integrity are the only currency that lasts, in horology or any craft.

Claude Cohen is more than an auctioneer sealing bids with a flourish. He’s a storyteller, a strategist, and a curator of emotion, thriving in Monaco’s luxurious embrace, where Italian sophistication elevates the global stage. His auctions don’t just sell watches—they create lasting moments.

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