No, coherence is not conserved by unitary transformations, in general. It's easiest to see this with a simple example. Consider a one-dimensional quantum harmonic oscillator, with Hamiltonian ($\hbar = 1$)
$$ H = \omega a^\dagger a,$$
possessing energy eigenstates $H\lvert n\rangle = n\omega \lvert n\rangle$. Now, coherence (in the usual sense of the word) can only be defined with respect to a particular choice of basis. In quantum optics, in the study of nano-mechanical oscillators, and in many other applications of the quantum harmonic oscillator, coherence is usually defined with respect to the energy eigenbasis. That is, a state $\rho$ possesses coherence if its expansion in the energy eigenbasis
$$ \rho = \sum_{m,n} \rho_{mn} \lvert m \rangle \langle n\rvert, $$
has at least one term where $\rho_{mn}\neq 0$ for $m\neq n$. Indeed, such a term is technically referred to as a coherence (in the energy eigenbasis).
Thus, the ground state of the system $\lvert 0 \rangle$ does not possess coherence. On the other hand, a coherent state $\lvert \alpha\rangle$, such that $a \lvert \alpha\rangle = \alpha \lvert \alpha \rangle$, does possess lots of coherence (surprise!). However, the two are related by a unitary transformation, the well known unitary displacement operation $\lvert \alpha\rangle = D(\alpha)\lvert 0 \rangle$, where
$$ D(\alpha) = \exp \left ( \alpha a^\dagger - \alpha^* a \right ), $$
and clearly $D^\dagger(\alpha) D(\alpha) = 1$. A coherence measure $C(\rho)$ satisfying the OP's condition 1 thus implies
$$ C(\lvert \alpha \rangle \langle \alpha \rvert) = C(D(\alpha)\lvert 0 \rangle \langle 0 \rvert D^\dagger(\alpha)) = C(\lvert 0 \rangle \langle 0 \rvert ). $$
Therefore $C(\rho)$ is a rather poor measure, as it assigns the same amount of "coherence" to the vacuum state (normally considered to have no coherence) and to a coherent state (normally considered to have "maximal" coherence).
It is straightforward to generalize this to multipartite systems. One finds that, for example, $C(\rho)$ assigns the same amount of "coherence" to maximally entangled pure states and to separable pure states. Again, this is exactly the opposite of what one would normally call coherence.
Overall, we see that no sensible coherence measure can be invariant under all unitary transformations. In fact, a coherence measure should only be generally invariant under unitaries which are diagonal in the chosen reference basis (i.e. the energy eigenbasis in these examples).