Surge Brands is partnering with offshore racing-boat legend Cigarette Racing Team to develop a sophisticated global lifestyle retail programme based on the iconic high-powered luxury performance powerboat brand.

For over 50 years, Cigarette Racing Team has specialised in custom-made, hand-crafted, high-performance powerboats, and has built a reputation for impeccable engineering and exquisite design.

As the appointed global licensing agent for Cigarette Racing Team, Surge Brands will develop a retail programme focused on luxury and performance-based goods that reflect the sophistication and design that have become synonymous with the brand. Initial product categories will include apparel, accessories, swimwear, fragrance, watches, jewellery, eyewear, spirits and more.

“The Cigarette name itself evokes a jolt of energy to those who know or who have experienced the thrill of an open-water high-speed ride,” says Ari Freedman, Vice President, Surge Brands. “There is simply no other boat brand that can come close to delivering the level of performance, sophistication, attraction, and sex appeal of a Cigarette Racing boat.

“Cigarette Racing has built its reputation on building the finest high-performance powerboats in the world, and our new line of branded merchandise for this American offshore legend will represent the level of luxury and sophistication that fans of Cigarette know and love.”

“We are launching our iconic brand into a new era,” says Johnny Ruiz, COO of Cigarette Racing Team. “Through the development of a diversified line of products, we aim to reach a new wave of Cigarette enthusiasts. We look forward to working with Ari and the Surge team to develop and deliver innovative, stylish, sleek and cutting-edge goods to our legions of fans around the world in the coming years.”

Headquartered in Miami, Florida, Cigarette Racing Team was launched in 1969 by Don Aronow, a passionate racer and businessman from South Florida. The brand became a household name thanks to the Miami Vice TV series, which ran from 1984 to 1990. Some notable boat owners have included President George H.W. Bush, King Juan Carlos of Spain, the Sultan of Brunei, King Hussein of Jordan, Princess Caroline of Monaco, and the King of Sweden.