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Davidoff's No. 1

Cigar Aficionado interviews Davidoff's director general Ernst Schneider.
Marvin R. Shanken
From the Print Edition:
Rush Limbaugh, Spring 94

(continued from page 7)

C.A.: Really? What is the turnover of that?
Schneider: 220 million Swiss francs.

C.A.: At retail?
Schneider: No.

C.A.: That's your share?
Schneider: Yes.

C.A.: What's the Swiss franc?
Schneider: 1.50 to the dollar.

C.A.: So more than $100 million?
Schneider: Yes.

C.A.: When did you introduce this product?
Schneider: Four-and-a-half years ago.

C.A.: Is pricing for your cigars the same worldwide?
Schneider: No. [But] it's practically the same. The only differences are made by taxes. It's always the same basic price.

C.A.: And do you sell them duty-free?
Schneider: Duty-free is normally only 20 percent less.

C.A.: How old are you now?
Schneider: Seventy-two. I should make 100 years with a good Davidoff cigar.

C.A.: Where do you see Davidoff going in the next decade?
Schneider: We have a very effective and small management team so we can quickly decide on something. This is one of our strengths. When the big companies are writing reports, we are profiting from decisions. This is our strength.


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