Some things never really disappear. They may fade from view for a while, wait in a drawer or sit unnoticed on a shelf. And suddenly, they are seen through different eyes: vinyl records spin on new turntables, analogue cameras are rediscovered, traditional crafts fascinate a younger audience, and designs from past decades influence fashion and interiors.

Retro has long been about more than nostalgia. It is the pleasure of looking at tried-and-tested favourites from a new perspective. Especially in a fast-moving, digital world, there is a growing fascination with things that tell a story, have a character of their own and do not follow every short-lived trend. The rediscovery of old habits and products with a history can be seen in many areas. In recent years, the so-called hipster trend has brought some things back into the spotlight that had previously been considered old-fashioned. Vinyl instead of streaming, mechanical watches instead of smartwatches, a visit to the traditional barber or handcrafted products that visibly reflect their origins: what is sought after is something distinctive, something that consciously stands apart from the interchangeable.

This development can also be observed in the world of tobacco. Products that have been popular for decades or even generations are now also appealing to people who are discovering them for themselves for the first time. At VILLIGER, these include three names that are closely linked to our history: VILLIGER EXPORT, the unmistakable VILLIGER ORIGINAL-KRUMME and VILLIGER KIEL. Not because they follow a new trend, but precisely because they never had to.

The Stumpen – Swiss enjoyment culture with VILLIGER EXPORT
Hardly any term is as closely associated with the Swiss cigar tradition as the Stumpen. For many decades, it was a natural part of social life: at the regulars’ table, after a meal, during a game of Jass or while chatting with friends. The Stumpen represents an uncomplicated form of tobacco enjoyment that requires no elaborate ceremony.

One name closely associated with this tradition is VILLIGER EXPORT. This classic Stumpen has been part of the VILLIGER range for generations and is linked to personal memories for many people. Perhaps they knew it from their father or grandfather, from a restaurant, a club gathering or a village festival. For others, however, it is a new discovery today. And that is precisely the appeal of such classics. What has been familiar to one generation for decades can seem distinctive, authentic and surprising to the next. The Stumpen does not need to reinvent itself to achieve this. Rather, its straightforward nature is exactly what makes it interesting again today.

VILLIGER ORIGINAL-KRUMME – when the unusual becomes a cult classic
With hardly any other VILLIGER classic does the shape alone reveal so clearly that there is a story behind it. Three intertwined cigars, each with its characteristic curve: the VILLIGER ORIGINAL-KRUMME is unmistakable. Yet its unusual shape did not originally come from a design idea. In the past, employees in cigar factories received a small allocation of cigars for their own use. To distinguish these at a glance from regular production, they were braided into small plaits while still moist. As they dried, the cigars retained their curved shape. Over time, what began as a practical means of identification developed into a distinctive feature with cult status.

Today, this individuality fits surprisingly well with the spirit of the times. While so much is geared towards clean lines and the most minimalist appearance possible, the VILLIGER ORIGINAL-KRUMME naturally stands apart. Its shape was not created retrospectively to achieve a retro look; it has always been part of its history. What once had an entirely practical origin now feels almost like a small statement of individuality.

VILLIGER KIEL – a small invention with a long history
VILLIGER KIEL also demonstrates that good ideas can sometimes be remarkably simple. Its characteristic small mouthpiece goes back to Louise Villiger. It was designed to prevent tobacco crumbs from entering the mouth while enjoying the cigar. Today, it is regarded as a cult product. What began as a practical idea has since become an integral part of this classic’s identity. The mouthpiece not only gives VILLIGER KIEL its characteristic appearance, but also serves as a reminder of how products can evolve over generations without losing their original idea. 

VILLIGER EXPORT, VILLIGER ORIGINAL-KRUMME and VILLIGER KIEL therefore tell the same story in different ways: some things become classics precisely because they preserve their own distinctive character.

Classics are part of the festivities too
The fact that these products are by no means merely mementos of times gone by becomes particularly evident wherever people come together. At Swiss wrestling festivals, the Trucker & Country Festival in Interlaken and other events, VILLIGER classics have been a familiar sight for years alongside many other products from our range. At places like these, they fit naturally into the atmosphere. Different generations come together, tradition meets the present, and a brief visit can turn into conversations and encounters. VILLIGER, for example, has been part of the Trucker & Country Festival for decades, and for our event team it has long felt almost like a family reunion.

Perhaps this is precisely part of their enduring fascination. A long-time aficionado naturally reaches for their familiar Stumpen, while someone else discovers the unusual shape of the VILLIGER ORIGINAL-KRUMME for the first time or wonders about the small mouthpiece of the VILLIGER KIEL. This is how classics continue to live on: not behind glass and not merely in stories about the past, but right in the midst of the present.

Familiar – and precisely for that reason exciting again
Perhaps it is no coincidence that classics are attracting renewed attention right now. The more digital our everyday lives become, the more appealing things can seem that can be touched, experienced and associated with a conscious ritual. Products with character, with an origin and a history that was not invented for a current trend. VILLIGER EXPORT, VILLIGER ORIGINAL-KRUMME and VILLIGER KIEL each have different stories and a character all their own. What connects them is their enduring nature. They have witnessed change, accompanied generations and yet remained unmistakably themselves.

Perhaps that is the most appealing aspect of the retro trend: the past is not simply copied or brought back. A new generation discovers for itself what connoisseurs of earlier generations have long appreciated – out of curiosity, because of the distinctive style or simply because a classic stands out from the crowd in a pleasantly unconventional way. And perhaps, in the end, that is the secret of a true classic: a true classic does not need to make a comeback. After all, it was never really gone. Sometimes, all it takes is a new generation to discover it for themselves.