Martinez Cigars: An unofficial Social Club
A small, unassuming storefront tucked under a red neon sign touting handmade cigars recently caught our team’s attention. We noticed small groups of men gathered outside — from morning until late afternoon — laughing, socializing, and, of course, enjoying Martinez cigars.
On 29th Street and 7th Avenue, the shop’s history dates back 50 years to 1974 when Antonio Martinez decided to open his own store after working as a roller for another cigar company in NYC. Antonio had just recently moved to the States from the Dominican Republic and was looking to bring the famous cigar rolling experience of Tamboril to the neighborhood.
During that time, NoMad was home to a number of factories; the cigar shop blended right in. The business steadily grew, finding recognition with locals and enthusiasts who would pop in before grabbing a train at Penn Station. When the cigar boom of the 90s hit, Antonio gained a wider following and his work expanded from a locally known business to a globally recognized brand. Martinez Cigars became a favorite stop for tourists and the increase in business prompted Antonio to open a factory uptown.
When his son Jesus reached high school age, he began working with his father, often stepping in to take phone orders or handle other tasks that required a command of English. Jesus built the shop a website and became an integral part of managing the business. In 2001, his father retired and moved back to the Dominic Republic, leaving Jesus in charge of the shop, four cigar rollers, and a roster of dedicated customers. Though he died two years later, the legacy of Antonio Martinez lives on in Martinez Cigars and the social club atmosphere he created is very much still alive.
“About 30% of our business comes from selling to stores, then some comes from our website, but
the rest comes from in-person sales,” Jesus said. “People want to come in from 7 am to 2 pm while the rollers are here and see the process. Regulars come in during their lunch break and we even have a number of tourists that stop in after they’ve heard about us from friends or online.”
FOR OVER 50 YEARS, THIS ONE-OF-A-KIND STOREFRONT HAS BEEN A NEIGHBORHOOD GO-TO FOR CIGAR CONNOISSEURS, WHO TRAVEL FROM POINTS NEAR AND FAR TO STOCK UP ON PREMIUM CIGARS MADE BY TALENTED ROLLERS USING EXPERTLY BLENDED FINE TOBACCO.
The shop has four full-time rollers, all from Antonio’s hometown in the DR — which also happens to be where they import their tobacco from. In the business of long-term partnerships, one of their rollers has been with the company for 30 years and prepares all the materials for the cigars.
“I came up with our new blends, but we still sell two of our original blends which were created by my father,” Jesus added. “Now we have about seven blends. We follow the trends of what people are enjoying while still adding our own take. But at the end of the day, we are known for making a great cigar. The roll is extremely important as is the flavor and that it burns evenly.” The store has one glass counter and a very modest open back area where the rollers produce over 400 cigars per day, Monday through Friday. Jesus noted that NoMad has been the ideal home for Martinez Cigars, adding that the business has been in the same space since its doors opened 50 years ago. Good landlords, excellent clientele, and a supportive business community have helped keep this small, unique shop at the top of its game.
Whether you are in the market for a new experience or shopping for holiday gifts, Martinez Cigars is worth a visit. The popular Don Antonio sampler is $65; individual cigars run anywhere from $10 to $17. Open Monday through Saturday, Martinez Cigars can also be found online at martinezcigars.com