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This famous brand acts according to its founder's motto: “To enjoy, you have to love; to love, you need to understand; to understand, you need to know; to know, you must first understand the details. " This store offered products for pipes and cigarettes.
Over time, Zinovy, who became Zino in Switzerland, began to diligently study the tobacco business from his father. Until the age of 18, the young man was under the tutelage of his father, and when it became clear to him that his son had already grown, he was sent to America. There young Davidoff had to continue his "tobacco" training. And Zino really had the ability for such activities - he amazingly defined the subtlest aromas of not only tobacco, but also wines, perfumes, and culinary dishes. For five years Zino studied overseas - he learned about how different types of tobacco are grown, dried and processed. Davidoff traveled to Brazil, Argentina and Cuba. In just a few years, an errand boy in a small Geneva store has become a major buyer of products for tobacco factories. In Havana, Zino managed to become the first European to smoke a unique local cigar. After such a tasting, Davidoff wanted to send a batch of a unique product to his father. Moreover, he constantly hinted that it was time to compensate for the funds spent on his training. However, here Zino faced a problem - expensive cigars during the trip would simply crumble. Then the young businessman tightly closed the wooden box with a lid, and placed a hygrometer inside, which made it possible to maintain the desired level of humidity.
In 1931, a few months later, Zino appeared in his father's Geneva shop on Ruderives Street. A young dandy in a white satin suit was holding the coveted box in his hands. Father, seeing this simple invention, only said: “They say that everything ingenious is simple, but so that…”. Henry was happy that his son had inherited a penchant for the family business, but he was in no hurry to share it. The father believed that Zino should start his business from scratch. That was not surprised by this news - he was used to being independent for a long time. To start a business, I needed a loan for the rental of premises and development. However, the father refused to help with this. Zino's marriage helped. He fell in love with Martha completely sincerely, and she also turned out to be the daughter of a wealthy merchant. The bride's dowry was enough to open a new store. Together with her husband, Marta literally worked tirelessly - it was true love.
The first store was only half the success. In those difficult times, it turned out to be extremely difficult to attract customers. Martha was able to leave the shop only once - and even then, at the time of childbirth. But such an absence gave the family a beautiful blond baby. From the age of five, the girl stood at the counter with a stool under her feet. But the girl, in a peculiar way, took revenge both for her own childhood surrounded by tobacco, and for the life of her mother, spent within these walls. Much later, already before Zino's death, the heiress refused to head the family business - she developed a strong allergy to tobacco since childhood.
One of the days on the eve of World War II became an important and turning point in the fate of the company. The apartment of the young tobacco entrepreneur received a call from Paris. Representatives of the largest Cuban cigar companies invited Davidoff to sell all their products that had accumulated in European warehouses. Suppliers feared that all their goods would simply be taken away by the Germans. However, Zino could not get 100 thousand francs out of his pocket instantly, and the Swiss bank at first refused a loan. I had to convince the financiers to give a loan secured only by the honest name of Davidoff and his face. This is how the cigars ended up in a warehouse in Geneva. During the war, Zino had regular clients - diplomats from different countries and just immigrants who managed to leave the countries occupied by the Germans. This business has become a real gold mine, because the supply of cigars from overseas has stopped. It was so difficult to give up favorite habits ... Thus, Davidoff's tobacco business unexpectedly turned out to be very successful.
However, it was not customary to simply rest on their laurels in the family. After the war, Zino drew attention to the unrealistically high price of French wines during a dinner in a restaurant. It turned out that even he, a wealthy person, cannot afford them. Negative emotions became the basis for a constructive idea. The very next day, the businessman sent a box of cigars to the trading house of the famous French wine Grand Crus de Bordeaux. Davidoff only asked to be given the opportunity to name his cigars after the elite drinks. The manufacturer was surprised at such impudence, but gave permission for this, while absolutely free. In 1946, cigars appeared, whose names for rich chic lovers sounded meaningful - Chateau Latour, Chateau Margaux, Chateau Mouton-Rotschild and others. This move turned out to be very successful from a financial point of view, after which Zino could afford to order the wine of the same name in restaurants. In 1948, the Davidoff brand cigars entered the market. The owner himself came up with a mixture of tobacco for them, the name of the product was given in such a way as to show that the manufacturer guarantees quality with his name.
The emergence of a new tobacco product in Havana did not go unnoticed. Cuban producers, in gratitude to Davidoff, even presented him with a mansion in the very center of Havana. Previously, the Fowler family lived there, the famous El Laguito factory was established there, where the legendary Avelino Lara personally supervised the rolling of Davidoff cigars.
Zino took his first vacation in 25 years in 1970, going with his wife to Cannes. To Martha, he said that he forbids even mentioning tobacco in his presence, because we are talking about rest. But a day later, Davidoff dropped everything and returned home on the plane - his favorite work was sweeter than rest. Having become a millionaire, Zino lived in the same five-room apartment, and not in a private house, and his wife still prepared food for him.
In 1985, the collaboration between the Davidoff brand and the Reemtsma company began. As a result, several new brands of cigarettes appeared at once, the best of which Zino gave his name. To promote the Davidoff brand, the phrase was used: "When you know what you deserve." The advertisement stated that these cigarettes reflected the lifestyle and sophistication of the consumer's taste, giving him the opportunity to emphasize his own uniqueness and harmony in life. The creator of the brand himself emphasized that he offers the highest quality. Zino would like people to appreciate smoking so many exquisite cigarettes.
The business has grown significantly today. Only in the London branch of "Davidoff" 400 thousand cigars are sold annually, 220 types are presented. The small shopkeeper Haim Davydov could not have imagined that his son's company currently owns 26 enterprises and 39 brand stores around the world. The brand's products are not limited to tobacco products alone. Since 1985 vodka and cognac “Davidoff” have been on sale, and the brand also offers watches, glasses, coffee, accessories, perfumes for women and men. And in 1991 the history of the Cuban cigar line “Davidoff” ended. A heated debate about quality and brand rights led Zino to abandon this product. Now cigars of the same size were produced in the Dominican Republic. Zino could already afford to abandon the cult product.
Once Zino was asked how he, a tobacco expert, could also become a winemaker. He calmly replied that it was exactly the same as he had already become a watchmaker, haberdasher and perfumer. In 1994, Zino Davidoff died, and his empire was sold first to the Germans from Tchibo, and in 2006 to the British tobacco company Imperial Tobacco Group for 540 million euros. Nevertheless, the traditions of the style have been preserved. So in 2008 it was Davidoff cigarettes that received the award for the best packaging design. Today it is a premium product, but the exquisite taste and appearance are worth it.