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An Interview With Dr. Reto Cina

President and Chief Executive Officer, Oettinger/Davidoff Group
David Savona
From the Print Edition:
Andy Garcia, Mar/April 2004

(continued from page 5)

A: It compares to traditional businesses like cosmetics, where this obligation to create new products and new fragrances every year is huge. If I may give you some proportions, 62 percent of the annual turnover in the fragrance business is made with fragrances not older than 18 months. Out of 100 new-launched products, after 18 months, 95 have completely disappeared from the market. So you see, if you want to realize a considerable sales turnover, then you are obliged to launch new products. The rate of flop is unbelievably high. So it's a really demanding and competitive product category. Not in the same way [for cigars], but surely compared to what happened 10 or 15 years ago, the cigar business also goes more and more in pthis direction.

Q: In the 1980s, Davidoff made a dedicated effort to attack counterfeiters using the company name. Is that battle won?

A: No, no. We are permanently confronted with people producing falsifications all over the world.


Q: Is that only cigars?

A: Especially cigars. I would say 98 percent of the cases are cigar-related.


Q: There are counterfeit Davidoffs?

A: Yeah, especially in China.


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