HISTORY

The Cigars from Cuervo y Sobrinos Celebrating Tradition:

In the fascinating world of Swiss haute horlogerie, where precision and craftsmanship are revered as an art, Cuervo y Sobrinos stands as a unique brand celebrating the rich heritage and zest for life of Latin America. Since its founding in 1882 in Havana by Ramón Fernández Cuervo, an immigrant from Asturias, Spain, the Cuervo y Sobrinos brand has been an emblem of elegance and sophistication, carrying with it a legacy that transcends generations and borders.

The story of Cuervo y Sobrinos is a blend of tradition, passion, and dedication. Starting as a small local jewelry shop in Havana in 1862, founded by Ramón Fernández Cuervo, the brand experienced rapid growth when Don Ramón’s six nephews joined him in Cuba in 1882, marking the official birth of Cuervo y Sobrinos. Since then, the brand has been synonymous with quality and style, gaining a reputation as one of the leading manufacturers of luxury watches in the world.

The 1920s marked a significant milestone for Cuervo y Sobrinos when the company began manufacturing its own Swiss watches in La Chaux-de-Fonds, Switzerland, solidifying its position as an innovative force in the watchmaking industry. However, it was during the vibrant 1950s that the brand reached its peak. Havana was then one of the most modern and energetic places in the American continent, and the Cuervo y Sobrinos boutique became a meeting point for a distinguished clientele that included world-renowned personalities. From Ernest Hemingway to Winston Churchill, iconic figures of 20th-century culture and politics frequented the boutique, bearing witness to the prestige and influence of the brand.

However, Cuervo y Sobrinos’ fate took an unexpected turn in 1961 with the political turmoil in Cuba, leading the brand into a long period of inactivity. But like the phoenix rising from its ashes, Cuervo y Sobrinos emerged again on the world stage in the early 21st century, with a global relaunch of its luxury watches and a new headquarters and workshop established in Capolago, Switzerland. Today, Cuervo y Sobrinos watches are successfully distributed in over 20 countries, carrying with them the brand’s legacy and commitment to excellence.

 

In 2023, Cuervo y Sobrinos took a bold step into the future by launching a line of premium cigars, in line with the brand’s DNA and its lifestyle dimension. Inspired by the Cuban heritage that suggested its recipe, Cuervo y Sobrinos cigars are made with Cuban seed tobacco and hand-rolled in Estelí, Nicaragua, by Cigar Conexion and Tabacalera Pages, two revered names in the tobacco industry.

The tobacco fields of Estelí, Nicaragua, are an essential part of the Cuervo y Sobrinos cigars’ story. Located in the northwest of Nicaragua, Estelí is known for its favorable climate and fertile soil, ideal conditions for cultivating high-quality tobacco. Here, amidst the picturesque mountain landscapes, lie the tobacco fields where local farmers work with passion and dedication to grow the leaves that will eventually become the prestigious Cuervo y Sobrinos cigars.

 

What distinguishes Cuervo y Sobrinos cigars is the meticulous crafting process carried out by expert artisans in Estelí, specifically created by Cigar Conexion and Tabacalera Pages. These skilled tobacco masters, who have honed their craft over generations, work diligently to select the finest tobacco leaves, carefully cured and aged, ensuring unparalleled quality in every cigar they produce.

From the moment the leaves are harvested to the point where the cigar reaches the hands of the consumer, every step of the crafting process is executed with precision and care. Leaves are selected, stemmed, and meticulously sorted to guarantee uniformity in flavor and texture. Then, expert tobacco masters proceed to hand-roll each cigar, employing techniques passed down from generation to generation, ensuring personalized attention and unmatched quality in every final product.

In addition to the artisanal care, Cuervo y Sobrinos cigars also benefit from the unique environment of Estelí, contributing to their distinguished flavor and aroma. The combination of mineral-rich soil, temperate climate, and ideal altitude provides the perfect conditions for cultivating high-quality tobacco, resulting in cigars that are true masterpieces of taste and sophistication.

Cuervo y Sobrinos cigars represent the perfect fusion of tradition, quality, and craftsmanship. From the tobacco fields of Estelí to the skilled hands of Cigar Conexion and Tabacalera Pages’ tobacco masters, every step of the crafting process is imbued with passion and dedication, culminating in a final product that captures the very essence of excellence and the brand’s legacy.

The launch of Cuervo y Sobrinos will take place in Japan in June 2024, Switzerland on July 2024, and Europe in September 2024.

A TRUE LATIN LEGACY:

Founded in 1882, Cuervo y Sobrinos has a prodigious history, enriched with many significant milestones along the way. By having a long history, there is an inference that a company possesses expertise and certainly over the coming pages there are many examples of the Maison’s virtuosity.

However, while Cuervo y Sobrinos is proud of its past, it chooses to wholeheartedly embrace the future with magnificent watches that engender desire and confer lasting joy. Indeed, it is the company’s belief that its best years are yet to come.

1862

Ramón Fernández Cuervo, an immigrant from northern Spain (Asturias) established his first jewellery store on Calle de la Amistad in Havana. This business was a precursor of Cuervo y Sobrinos.

1882

Cuervo y Sobrinos was established this year.

Don Baldomero, Don Teodomiro, Don Jose Maria, Don Armando, Don Placido and Don Lisardo, the so-called ‘newphews’joined Ramón Fernández Cuervo in the new business. At this time,the firm’s shop was located at Calle del Teniente Rey 13.

1897

The shop was prospering and the growing business required more space, the business moved to Calle de la Muralla 37.

1907

In 1907, Mr. Ramón Fernández y Cuervo passed away. His nephew, D. Armando Fernández y Río, assumed responsibility for running the company.

1917

Cuervo y Sobrinos opened a new store at Calle San Rafael y Aguila.

1920

Having decided to expand its operations, Cuervo y Sobrinos opened two European facilities, a site in Pforzheim, Germany for the purchase of exclusive stones and an office in Paris, France for trading jewellery.

1932

As the business continued to grow, the legal status of the firm changed from a limited liability company to a public limited company. This change helped perpetuate growth and attract new talent from outside the Cuervo family.

1940

During the 1940s, the firm’s esteemed reputation spread and the company’s brand name became one of the best known in the American continent.

1950

The Roaring 50s. Havana was the most luxurious city in the Caribbean and one of the most modern and energetic places within the American continent. The Boutique became a must-see destination for some of the most illustrious visitors to Havana. Caruso, Churchill, Einstein, Gable, Hemingway and Neruda were just some of the distinguished visitors to the Cuervo y Sobrinos boutique.

1965-1996

The Cuervo y Sobrinos boutique was nationalised by the government. This caused the firm to suffer a period of decline. It continued to produce military watches for the Cuban army which were used during the country’s intervention in Angola.

The brand became dormant shortly after and made no watches during this period. Nevertheless, the company’s former models still attracted much interest among watch collectors.

1997

Luca Musumeci and Marzio Villa revived the Cuervo y Sobrinos name and the dawn of a new era began.

The brand became dormant shortly after and made no watches during this period. Nevertheless, the company’s former models still attracted much interest among watch collectors.

2001

Initially, Cuervo y Sobrinos opened authorised retailers in Italy and Spain. Thereafter, the company expanded into Germany, Russia and the USA.

2002

Cuervo y Sobrinos exhibited at Baselworld for the first time. The brand unveiled its Espléndidos, Prominente and Torpedo collections.

2003

The company created the ‘Latino Award’, recognising the achievements of leading Latin figures. The inaugural prize was awarded to Spanish filmmaker, Pedro Almodovar.

2005

The luxury marque unveiled its first in-house chronograph calibre, the CYS 2450.

2008

The brand established its headquarters and atelier on the shore of the Capolago lake in the canton of Ticino.

2009

Cuervo y Sobrinos opened its Havana museum and boutique in the central historic district of Havana.

2012

Cuervo y Sobrinos marked its 130th anniversary with the release of a limited edition version of the Historiador.

2017

Keen to recognise its 135th anniversary, the brand unveiled a special, limited edition Prominente.

2018

The company was acquired by a team of investors from the watchmaking industry. Massimo Rossi became the CEO.