On the outbreak of World War II he resigned his commission in the Wellington West Coast Regiment to join the infantry training cadre, and also served with the Intelligence Department at Army Headquarters.

[2][3]: 41, 148 Coe continued with his art during his service[4] and often sketched portraits of soldiers for them to send home to their family and friends.

[5] After the war, he was seconded to the Department of Education to establish an art scheme for secondary schools.

The New Zealand Prime Minister, Helen Clark, opened the James Coe Centre (a suite of public meeting and exhibition and function spaces at TheNewDowse, an art & design museum in Lower Hutt, New Zealand) in February 2007, as part of the museum's refurbishment.

This award is the highest recognition given by DINZ to an outstanding individual for leadership, vision and achievement both in NZ and internationally.