In 2010, as the first electronic cigarettes arrived on the market, we were regular heavy smokers. We were immediately struck by how these devices appeared to address nicotine cravings and the possibility of moving away from conventional cigarettes.
Yet the early devices were complicated to use, bulky, heavy and, above all, lacked visual elegance. We quickly saw that the technology could be reimagined not merely as a functional device, but as a genuine fashion accessory and an object people could feel comfortable carrying.
That was the starting point of our project: to rethink the electronic cigarette around three principles — visual design, practical function and ease of use.
During our research and testing, including placebo exercises, we came to believe that gestures and repetition play an important role in smoking habits. The French historical account estimates that nearly 50% of cigarette dependence is linked to gestures rather than nicotine. That percentage is an unverified claim from the original text, not a scientifically established measure. The familiar repeated action was therefore a significant consideration in our design process.
After months of design work, prototypes and user testing, we launched the Smarty Q Black, described in our original account as the first slim e-cigarette on the market.
- Pre-filled, sealed and sterilised cartridges, intended to avoid liquid handling and complicated preparation.
- A simple two-step process: screw in the cartridge and inhale.
- A particularly slim format designed to sit naturally between two fingers.
- Automatic draw activation, without a button.
The minimal, elegant and intuitive design attracted the attention of media and retailers. The original account refers in particular to coverage in the New York Times, where the Smarty Q Black was described as a glamorous electronic cigarette.
From this early vision — bringing together simplicity, function and fashion-led design — the XO Havana story developed. Later products included rechargeable electronic cigars, design features such as Soft-Tip© and an interest in reusable formats.
The development from Smarty Q Black to XO Havana illustrates how the team approached electronic cigarettes and cigars as objects of design as well as technology.
NEW YORK TIMES — Thursday Style
The capsule-based Smarty Q BLACK was featured in the New York Times Style section. The original article highlights its selection as one of the most glamorous models on the market.
Read the New York Times article
DTLUX MAGAZINE — SPAIN
Olivier Girard, CEO of Smarty Q, was interviewed by DTLUX about the connection between fashion and this new concept of electronic cigarette.
GQ TAIWAN
We thank GQ Taiwan for featuring our work in its edition. The Smarty Q project aimed to combine capsule-based functionality with a distinctive design.
The original account points readers to Smarty Q, XO Havana and GQ Taiwan.
LOUIS VUITTON PARIS CITY GUIDE
The original article also records a mention in the Louis Vuitton guide to Paris, which presents notable brands and addresses.
COLETTE — PARIS SAINT-HONORÉ
The Paris concept store colette, on Rue du Faubourg Saint-Honoré, was among the first retailers to carry our models. We remain grateful for the opportunity to introduce Smarty Q to its international audience.
LUC DEFLO
We also had the honour of meeting Belgian writer Luc Deflo, a customer of our electronic cigarette and cigar products. The historical account notes that, in his thriller Phobia, the protagonist stops smoking with the help of a Smarty Q electronic cigarette.
