Room 101

Room101 Cigars is a boutique luxury cigar and lifestyle brand founded in 2009 by former Marine and jewelry designer Matt Booth, known for blending traditional cigar craftsmanship with edgy, modern branding influenced by Los Angeles culture and Japanese aesthetics.

Originally launched as a jewelry brand, Room101 entered cigars through a partnership with Camacho, exited the market in 2017, and was reborn through collaborations with Robert Caldwell and AJ Fernandez. The brand was acquired by Scandinavian Tobacco Group in 2022, with Booth remaining as creative director, and is now distributed through General Cigar Co.

Room101 is known for standout lines like The Big Payback, Farce, Johnny Tobacconaut, and its annual Anniversary Series, ranging from value-driven to limited-edition releases. Rather than owning a factory, the brand partners with respected manufacturers such as AJ Fernandez, William Ventura, and Oliva, resulting in diverse, boldly styled cigars that balance creativity, attitude, and quality.