Against a backdrop of capital controls, financial uncertainty and increasing material deprivation, displaying wealth in Greece has become a big faux pas.
Rich Greeks are keeping a "low profile," business people who work in high-end real estate, hospitality and retail told CNBC, as uncertainty reigns in the country.
After submitting last-ditch reform proposals on Thursday, Greece has a "final" deadline of this Sunday to come to an agreement with international creditors over the reforms needed in return for further financial aid. Failure to reach a deal with Europe by Sunday would make a "Grexit" - Greece's exit from the euro zone - more likely.
Whether or not an agreement is reached, the outcome will be tough on the majority of Greeks, who have already been hit hard by five years of austerity measures. And with more wage and pension cuts being demanded by Greece's creditors, it's little surprise that some have taken to hiding their wealth.