Exclusive Interview with Edward Simon, Chief Marketing Officer, Oettinger Davidoff at this year’s Partner Convention in Dubai, celebrating the launch of Escurio 10th Anniversary Limited Edition.
7 minutes read
Introduction by: Peter Marshall
It was a great privilege to be the only travel retail media to be invited to this memorable event. 100 retailer and distributor partners came from across the world to spend two valuable days together in Dubai to celebrate the launch of the Escurio 10th Limited Anniversary Edition, to network and to get an update on all that is Davidoff.
Edward Simon’s is the first of a two part interview – Jean-Christophe Hollay’s follows in a couple of days. Both interviews really get to the DNA of Davidoff and clearly underpin their leadership in this category.
Peter Marshall (PM): Eddie, in the past two years, you’ve held these Partner Conventions in Marrakech and Switzerland. What led you to choose Dubai this year?
Edward Simon (ES): Dubai reflects the pace and potential of the region. People and businesses are moving here and, for us, the growth prospects remain substantial. Business is waiting for us.
PM: But you’re talking about the region here, aren’t you, not specifically Dubai.
ES: Correct. While Dubai performs very well, we are investing across the region, including Saudi Arabia. We are working closely with duty free partners and airports investing there, engaging early in the planning phase with operators. The service philosophy and premium selling ceremonies are still cherished very highly here. This is key for premium cigars – the retail experience needs to be thoughtfully designed from the start, and we are here to support with our expertise and our products.
PM: Does that include lounge spaces in retail as well?
ES: Absolutely. We see a growing appetite for cigar lounges – on land and at sea. Creating a space to enjoy cigars aligns perfectly with our long-term vision to fill time beautifully with our cigars. In Europe, one is fairly constrained, but if you look at new airports or cruise ships, new opportunities present themselves. We are currently collaborating with the Ritz Carlton Yacht Collection and the Explora by the MSC Group and support them in offering unique moments with specially selected cigars for their passengers.
PM: This all feeds into your strategy of category captainship. Can you explain what that means for Davidoff?
ES: Category captainship means taking a leadership role within the cigar segment by helping retailers optimise performance. We offer data-driven insights that prove cigars should be merchandised separately. It is a small category, but it drives oversized value. Shoppers who buy cigars often add premium spirits or confectionery to their basket, lifting total spend well above the average. When we are involved early in a terminal’s planning phase, we help design a space that elevates the category and maximises return. That is what category captainship is all about – being a trusted advisor and long-term partner.
PM: Does that mean airports and duty free operators are reconsidering how they treat the category?
ES: Very much so. We are seeing a resurgence of interest – even in building or reintroducing cigar lounges. The category captainship model we have developed has demonstrated clear success. Presenting cigars separately, with expertise – and with the right service model – has proven to increase both engagement and sales.
PM: And how important is the role of the staff in all this?
ES: Crucial. The frontline sales team is often the deciding factor in a customer’s experience. That is why we developed the Davidoff Academy, our e-learning platform. We train ambassadors across markets and invite them to our headquarters in Basel, Switzerland for in-depth immersion. It is about creating brand evangelists that understand our product in all its facets.
These relationships matter. We have invested in the Academy for two years now, with over 3,000 participants to date. When retailers take it seriously, we see sales increase by 25–35%, even higher in dedicated cigar stores.
PM: And this is about more than just product knowledge?
ES: Definitely. Confidence in selling comes from knowledge – especially when cigars can retail for $1,500 or more. We help people understand the category and brands deeply, so they can guide consumers and build trust.
PM: How important is trust in relationships with your partners?
ES: It is tremendously important; it is the foundation of everything we do. Many of our partnerships span decades. Take our relationship with Gebrüder Heinemann – it began in the 1970s and has endured ever since. Like us, they are a family-owned company. We believe in doing business based on loyalty and long-term commitment in everything we do. To give you an example of how far our commitment goes: we love partnering with other luxury brands – watches, cars, fine spirits, the latter even to be found in some of our own stores. It is all part of what we call the “cigar moment”, since cigars are a lifestyle choice, too. But we always make sure that the selected brands do not compete with main duty free retailers. We take business personally. We may be slower than others – our American colleagues call us “the slow Swiss” – but that reflects our approach. We build relationships thoughtfully and stay committed, even when times are tough.
PM: You’ve described travel retail as a kind of showcase channel for Davidoff. What does that look like in practice?
ES: Frankfurt Airport is a perfect example. It is not just about our activation there – it is about how the entire channel is evolving. Travel retail today is a powerful platform to bring the Davidoff brand to life. What is beautiful is seeing how seriously the retail operators invest in the space as well. They know they have to stay current. But more importantly, they are adapting to how consumer behavior is shifting.
PM: In what ways?
ES: There are still transactional shoppers – the ones who walk in for their replenishment and walk out. But increasingly, we are seeing browsers. These are travellers with time on their hands, often not heading to a lounge, who spend 30 minutes to an hour exploring. They are curious, often well-informed, and they are looking for something special. That is why we are developing GTR-exclusive propositions: cigars you can only find at the airport – or even only at a specific airport.
We are also helping retailers rethink the placement of the cigar category itself. In some markets, cigars are still tucked away. But the data shows they are a real traffic and margin driver. Some hubs are so large now that even transit passengers represent major sales potential. That is where our role as a strategic partner comes in – we help retailers align their assortment with regional preferences and guide them on optimal placement. We have been investing in that kind of intelligence since COVID and have seen major success with partners such as Heinemann, Lagardère and Avolta. At the end, it is as simple as that: retailers need GP margins – and cigars deliver it if we train our staff and help the consumer navigate. These all add up to an exceptional retail experience.
PM: Let’s talk about innovation and Escurio. Today you’re marking 10 years of the Escurio cigar line. What makes it special?
ES: Escurio is unique in origin – Brazil is not traditionally associated with premium cigars. But by blending Brazilian with Dominican tobaccos, we created a daring yet balanced profile. Ten years ago, the line brought a new intensity to our portfolio, while maintaining the sophistication Davidoff is known for. The 10th Anniversary edition uses seven tobaccos aged for 45 years, one of them in a spent Bourbon cask – it is a true statement piece.
PM: And how is Escurio performing in travel retail?
ES: Exceptionally well – we see over 10 % growth potential. It is not a typical cigar and combines salty notes with a spicy taste sensation. So once aficionados try it, it becomes a favourite. In blind tastings, it consistently wins.
PM: Well, let’s just take a quick look at your 30 second video.
PM: So where, then, do you see growth coming from more broadly in cigars?
ES: The market is shifting. There is renewed interest in smaller ring gauges, and we are seeing more engagement from women – especially post-COVID. Over 50 % of purchases in some of our stores come from women, many buying for themselves, but also buying gifts. We are not creating cigars for women per se, because our portfolio offers cigars for everybody. But we are breaking down barriers with more inclusive activations and events, including Ladies’ Masterclasses.
PM: Yet shopping for cigars can still feel intimidating.
ES: That is one of the biggest challenges. The double-door barrier to humidors, the lack of scent, the etiquette of the cigar ritual – it is a steep learning curve for beginners. And if a knowledgeable ambassador is not present, the experience can be alienating and off-putting. That is why we are so committed to education – through our digital channels, in-store training, and the Davidoff Academy.
PM: What, then, are the trends that are shaping the cigar category?
ES: Authenticity, for sure. Launching something new just for the sake of it no longer works. Consumers want real stories, zero compromise on quality, and increasingly, sustainable practices. Less packaging, more substance. Knowledge is the new luxury in this category.
PM: You also created a Brand Health Tracker. What was the idea behind that?
ES: Accountability – internally and with partners. We needed to understand how our brand is perceived globally. While other brands still lead in unaided awareness, Davidoff ranks highest in aided recognition globally. That tells us we are getting the storytelling and relevance right. It also gives our partners confidence – they are working with a top-tier brand in a highly regulated space.
PM: Speaking of storytelling: What is your score on social media? I know there are many legal restraints.
ES: It is product-centric, yes, but we are only focused on telling stories. And we are only communicating on channels where there is an age gate. So, we are only on social media outlets where we can absolutely verify and where you need to be of adult age to access the contents that we provide. And this works very well for us. Our cigars create a moment beautifully filled, and our content on social media reflects this.
PM: So what is your own special, personal cigar moment?
ES: My most cherished moment is Sunday morning before my daughter is up. Literally at 7:30 in the morning, I have my Davidoff Signature No. 2. That is my moment just for myself.
PM: One last question, Edward. If there are three things you want to say to the business community, what would they be?
ES: Understand the potential of premium cigars, cross-selling, the increased basket size. Understand the uplift and the opportunity that lies in cigars. Put the category centre stage, give it a good space, and surround it with adjacent categories. And try and find the opportunity to actually enjoy the product – but always distinguish a cigar lounge from a cigarette smoking environment. That really makes a difference. We do this at Madrid’s Barajas airport now, where we are about to open a flagship cigar store with a lounge attached to it.
