In support of its smoke-free mission and to celebrate the more than 34 million adult smokers worldwide, IQOS, the world’s number one tobacco heating system is proud to announce its new limited-edition collection designed by SELETTI, a pioneering Italian creative brand. This international premiere marks a milestone, the culmination of a year-long collaboration that was first announced at Milan Design Week earlier this year.


“This is a significant step in PMI’s journey towards a smoke-free future. By collaborating with figures like SELETTI who complement our vision, we aim to reach millions of legal-age consumers who would otherwise continue to use cigarettes to fully switch to better alternatives such as IQOS,” said Mami Sakamaki, PMI GTR Smoke-Free Product Director.

Sakamaki emphasised that the values of SELETTI and IQOS complement and strongly align with each other – particularly in their shared commitment to innovation and the courage to drive change. “IQOS is a purpose-driven brand with a community of over 34 million adult consumers around the world who have chosen to make a positive change by moving away from cigarettes and switching to a better alternative,” said Sakamaki.

Driven by a shared commitment to innovation, the partnership explores new possibilities beyond traditional design while challenging the status quo.

“Curiosity is this inner power that makes us move forward and ignite positive change. It is the relentless force that urges us to seek better experiences, find different perspectives, inspire those around us—and ultimately challenge the status quo”, said Stefano Volpetti, PMI’s Chief Consumer Officer and President of Smoke-Free Products while presenting this collaboration.

As the leading smoke-free brand in global travel retail, IQOS is now present in 68 GTR markets and continues to expand globally. Between 2021 and 2024, the number of retail formats where legal age nicotine users can engage with the IQOS brand grew by 46%.

The IQOS Seletti limited edition has already launched successfully in Japan and will roll out across key GTR markets in November and December, including Korea, Dubai, Switzerland, Italy, Malaysia, Egypt, Morocco, Tunisia, Jordan, Kuwait, Lebanon, Qatar, and Saudi Arabia. With limited quantities available in each market, the exclusivity of the edition further strengthens its appeal among adult international travellers.