S U P R E M E  V A L U E
Buy yourself a watch to become somebody. Buy you a PHILOTIMO when you're someone.



Although the concept of personal honor as an individual and collective strength and virtue seems to pre-exist according to the Homeric epics, the earliest reports of Philotimo's central concept of a benevolent citizen are formed from the 6th and 5th century BC through the works of pre-Socratic and classical philosophers. Beyond Philotimo's global legacy in shaping Greek culture, a particular epistemological interest and conceptual plasticity in manifesting complex and contradictory features as they are expressed through Greek history and culture from antiquity to the 20th century. Aristotle's abstract definition of virtue "as a means between the extremes of lack and excess" reflects the fluid nature of virtues, including Philotimo, and sees it as an imperative for each society and individual to redefine their  place along the contemporary polarized axis of extremes.


Since the turn of the 21st century, in what was a major shift in value orientation, the humanities seemed to be moving away from service to humanity by relieving it from pain and disease, towards applying systematic research and dedicated interventions to support the pursuit of well-being, excellence and prosperity. In a particular relevance to the field of psychology and its applications in all organizational contexts, the body of research has refocused on the creation and on the positive development of experiences and relationships, from the individual and the collective to the civic and institutional perspectives. The unique case of Philotimo and its significance, as attributed by Greeks and Greek language scholars around the world, is of a particular value because it is defined by complex and often oxymoronic traits such as gentleness, compromise, altruism or even naivety on one hand, and stubbornness. , pride, irritability, even nepotism on the other hand. A cornerstone linguistic power of the word is its ability to negotiate a combination of personal virtues such as honor, integrity and pride - with more social values ​​such as friendship, honesty in every transactional dynamics and a sense of humanism. In addition to their academic value, the above observations express innate behavioral, cognitive, and emotional tendencies that are distinguished by their unique ability to enable and empower the individual toward optimal functionality and development. Philotimo's affinity with concepts such as kindness, fairness, honesty, gratitude, courage, and others provide a unique opportunity to explore an understudied phenomenon to better understand what constitutes and nurtures moral character within a civic society.



Consider Philotimo as a cornerstone of civic life in democratic societies and the quintessence of universal values, and issues, at the heart of modern citizenship. Whether we are talking about democracy, Olympism, humanism, art and creation, culture and intellect, science, medicine, communication and universality. Individual and collective excellence which are at the heart of universal humanism.

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