Eddie Sahakian believes that cigar-smoking is a happy self-indulgence. ‘The first thing I ascertain is when, where and with whom the customer wishes to enjoy the cigar,’ he has told an industry commentator. ‘Because fundamentally what we are selling is not tobacco — we are selling exquisite pleasure.’ Sahakian’s clients include a unique spectrum of cigar-lovers, from cabbies to highbrow aficionados, MPs and the Governator himself, Arnold Schwarzenegger. Behind the passion for smoke is an unusual back story. Sahakian’s father, Edward Senior, founded Davidoff of London in 1980 after a career change brought about by the Iranian Revolution. But the Sahakians are in calmer waters now, with business booming.
Spear’s Black Book