Philip Morris International Inc. (PMI) has launched its IQOS ILUMA PRIME device at Duty Free locations in Switzerland, reports DFNI.

The device, which was first launched at Japan Duty Free in September 2020, is PMI’s first tobacco-heating system to introduce induction-heating technology. The newly designed TEREA SMARTCORE STICKS that are designed to be used with the IQOS ILUMA generate no combustion and no smoke. The device has no blade and does not require cleaning making it an innovative addition to the company’s growing portfolio of smoke-free products, according to DFNI.
“Our objective is a world without cigarettes; a world where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking. The launch of IQOS ILUMA, our most innovative device yet, gives adult smokers another better choice and represents an important leap forward in our efforts to accelerate the end of smoking,” said PMI CEO Jacek Olczak.
Edvinas Katilius, Vice President PMI Duty Free added: “The launch of the IQOS ILUMA PRIME, our most refined and advanced device yet, in Switzerland Duty Free, further demonstrates our constant commitment to delight our legal age consumers in travel retail with our most premium and stylish product range.”
The new IQOS ILUMA is now available at Geneva and Zurich Duty Free.