Memorable moments of 2025

2025 became a year of change and new experiences for IQOS. We present you the key moments of the journey we shared together.

Last year, our focus was on innovation. In 2025, we introduced the latest-generation IQOS ILUMA i devices, powered by the new SMARTCORE INDUCTION SYSTEM™. The technology features a touch screen, pause mode, FlexPuff, and FlexBattery functions, delivering an advanced and smooth user experience.

For the newly launched IQOS ILUMA i device, we also enhanced the warranty terms to ensure a more secure usage experience. Registered IQOS ILUMA i devices now receive an additional +1 year on top of the standard 1-year manufacturer’s warranty. Moreover, IQOS ILUMA i PRIME users can benefit from accidental damage coverage.

Along with the new devices, the range of compatible TEREA sticks was also expanded. This year, we introduced the new TEREA Beige and Starling Pearl flavors . Meanwhile, the special collaboration with pastry chef Robert Dadassian gave users the opportunity to explore their individual taste preferences through a unique experience.

In 2025, we also updated IQOS stores, making them more modern and convenient. The new environment is designed so that each of your visits is smoother, more enjoyable, and provides a better experience with IQOS at every interaction.

Throughout the year, we collaborated with artist GaReggin and together with him created limited-edition IQOS accessories. Through this collaboration, users had the opportunity to personalize their IQOS devices and make art a part of their everyday life.

IQOS continued to develop its collaborations in the fashion industry. Our joint initiatives with GaReggin and GAYA, as well as participation in Fashion Week , highlighted IQOS’s connection with contemporary art and style.

Q Space zone was also presented at various events, including Wine Days . There, adult consumers could receive support, access services, make purchases, and take part in activities.

And the year-end highlight was the interactive event organized at the Dalma Mall retail store. During the activation, users voted for their favorite GaReggin artwork, and the final selected piece was completed in-store together by GaReggin and the visitors.

We also enhanced the functionality of the IQOS Armenia Telegram bot this year, making it more convenient and simple. Thanks to these improvements, the Telegram bot evolved into a complete platform for shopping, support, and direct communication.

Thank you for sharing 2025 year’s experiences with us. More is ahead in 2026.