At the launch of ‘The Difference’ campaign by Davidoff Cigars at The Ritz-Carlton, Kuala Lumpur, Laurent de Rougemont, Managing Director of Davidoff of Geneva Asia cut an imposing figure among the guests. The evening celebrated the quartet of Davidoff White Band Collection lines, namely; Signature, Grand Cru, Aniversario and Millennium, as well as the limited edition Davidoff Signature No 1, a release of the highly popular Davidoff Classic No 1 cigar which was discontinued in 2016.
“The Davidoff White Band Collection is still the core of what we do at Davidoff,” says de Rougemont. “It’s the philosophy of Zino Davidoff who always wanted to do things different – and the white band with its eye-catching gold accents stood out in 1968, among all the other cigars which had brown, dark grey and black bands.” For Laurent de Rougemont, that classical expression of a good life with men in tuxedoes, travelling the world and indulging in gastronomy is the real-life epitome of what the current Davidoff tagline describes as, “time, beautifully filled.”
What does the White Band Collection represent for Davidoff?
Some of our best sellers today were created when the White Band Collection came into existence. The Davidoff Signature 2000 is 50 years old and occupies a very interesting segment – mild, aromatic and perfectly balanced. Every 30 seconds, there is an aficionado somewhere around the world who is enjoying it because it’s such an easy smoke. It’s made with tobacco aged at least five years, and by a roller with at least 10 years’ experience. For me, it’s the path that leads into the Davidoff journey, ideal to pair with champagne and white wine with both sensations perfectly balanced.
What is trending for Davidoff in Malaysia for cigar aficionados?
We have seen amazing growth in this market the past three years – this year we are plus 50 per cent over last year which shows you the market dynamics. Malaysia used to be like the rest of Asia, with consumers comprising mid 50s and 60 year olds. Now we are seeing much different younger crowd of 30-somethings enter, people in tech and finance and art. And in Malaysia the Signature 2000 comprises 33 per cent of our sales! A single product vs 150 different other store keeping units (SKUs).
The go-to cigar for Laurent de Rougemont
Starting your day: I love the 2000 or number 2. Just after breakfast, which is the best time to savour as the palate is still very fresh, to have something mild and enjoyable.
Winding down your day: During the day, I don’t smoke much but after dinner, one of the most popular cigars we’ve launched in the past 10 years is the Winston Churchill The Late Hour; a very successful partnership with the Churchill family. We age the tobacco for an extra six months in whisky casks so it has an extra woody flavour, something very pleasant to have with a whisky and one of the most well-balanced series.
The first thing you do in the morning?
I drink a cup of hot water and then I exercise for an hour; be it stretching, weights, running or walking. I try to keep my discipline because I travel quite a lot and entertain quite a bit. I smoke and drink a lot. To maintain this balance and to exercise is completely important. And then I will have an espresso.
What do you do in life that is still analogue?
I was thinking about it – there are two things that I’ve not given up the analogue. The first thing is my agenda – I like to have a paper agenda. I don’t really look at the phone as I very much prefer to turn the page to understand the day, weeks, months and year ahead. And definitely the watch. I like mechanical Swiss watches – the idea of having to charge a watch after a couple of days feels like strings attached.
An item in your wardrobe that you wear most often?
A denim shirt, I have a collection of 50 denim shirts and my wife complains about it but I love it.
What song is in your head?
Glory Days. I was at a recent Bruce Springsteen concert in Paris – he is 74 year old, and the concert was supposed to start at 7. At 7.01 he was on stage and the show lasted two hours and 15 minutes. And Glory Days was an amazing performance. I listen to it in the morning because it gives me so much joy and energy and happiness.
The most recent thing you’ve added to your collection?
I love wines and I have an Imperial (a six-litre) bottle of Mouton Rothschild 2011. The Chateau ropes in artists to design its labels and in 2011, it was my uncle (French painter and sculptor Guy de Rougemont) who did the label so it’s called Mouton Rothschild Rougemont which bears my family name and comes with the signature. And I thought when my kids get married it would be a perfect wine to drink with the family.
What do you regret not buying?
Talking about art, there was a Korean artist Lee U-fan when I was based in Hong Kong 25 years ago, whose prices were already a bit expensive but still affordable. And at the time I was debating and never purchased – today his work is probably worth 20 times the price. The other is a mid-century Italian artist Alighiero Boetti, and he did amazing embroidered maps of the world using flags selling for US$20,000 – this was 25 years ago. Today the same works are priced at around US$6 million or more.
What is worth paying for?
I would say a good meal and travel. Good food being an idea of sharing, and life really is about creating moments. So a good meal is everything from the service to food to the people around you. This I find especially true when I do it with my wife and kids. It’s a completely different discussion and dynamic frim when we eat at home.
Do you like to drive or be driven?
Drive. I love driving. Having said that, when I travel I love to be driven – it removes the stress and a lot of pain points for the family since no one will ask if I’m on the right road!
Laurent de Rougemont’s regular tables in cities he’s lived in.
In Tokyo I was introduced to this sushi place by a French friend in Omotesando – a really tiny place with a counter for six people. I found the food absolutely delicious and not pretentious, and at the end of the lunch – I like to have an espresso – my friend actually gave the restaurant owner a machine so I can have my espresso all the time!
In Hong Kong it’s also quite easy. It’s BO Innovation – a two-star Michelin establishment whose chef Alvin Leung is a dear friend of mine. We did a cigar called Davidoff Chefs Edition, so Alvin went to the Dominican Republic, spent a week with the master blender, sampled and tasted the different tobacco and came up with cigars with other famous chefs from the United States and Europe. After that he created a special menu related to the Year of the Ox, revisiting beef-centric dishes with amazing twists.
In Paris, it’s a restaurant called Le Bar des Près, located in the Saint-Germain des Près district. It’s owned by a former pastry celebrity chef called Cyril Lignac and has nice décor by Studio KO, a great playlist, a small bar, and serves Japanese food with a French twist.
What is your favourite hotel?
In Mallorca, the Cap Rocat hotel, housed in an old 19th-century fortress located in the Bay of Palma. It was transformed with rooms set within the cliff side, and has a path hewn from the rocks that goes to a private beach. You get beautiful views and the staff is lovely. In Mallorca, you still get the traditional side of living, and you can be in the mountains or by the sea or even exploring the culture within the city of Palma and its museums.
Who do you admire most and why?
An old friend of mine. I’ve known him all my life and he’s almost like a second father. He’s 96 years old and still goes to the office every single day and travels the world on a monthly basis, he’s full of energy, curious and very loyal with his friends. And he’s a great example of keeping life simple, being very successful while doing complicated things but always, showing great empathy and when he explains things, you always think that life is easy and good and that is the magic he brings… at 96 years old it’s amazing.
The idea of happiness according to Laurent de Rougemont
This goes back to where I would spend the money. This idea of happiness for me is a specific place – for the last 10 years, we’ve been renting a vacation home on the south of Portugal. It’s a modernist house with a view of the sea and I bring the family and friends there for holidays. And in those long evenings we share a glass of champagne or local wine, smoking cigars, playing backgammon, having fun discussions and the kids around – if I could freeze and bottle those moments… and just have a sip of it when I want, I would do it.
Photos: Davidoff of Asia (de Rougemont), event photos: Saufi Nadzri
