Throughout his career as an Actor, companies such as L’Oreal as well as Calvin Klein pursued Armand Assante as one of the few iconic images to be associated with their products. Other than Studio and International Independent Films and Television Armand never entertained the ‘commercial market’ save for the voice of Lincoln Continental and Serta in the nineties, and as host of stellar narration to political Documentaries.
Though he comes from an exceptionally cultivated Family, his Grandfather an Italian Chef/Restaurateur in New York, his parents both Artists and Uncles and Aunts in Politics and Education, in the last few years the international scene has beckoned Assante once again to trade his persona on product such as casked Limoncello from Sorrento, Italy, Vodka from the oldest distillery in Russia, Spanish Vineyards as well as venues in Las Vegas. Assante seriously considered but stayed focused on a long time thought.
Offers to have his name on a Cigar have been made consistently in the past but nothing inspired him enough to “make the cut”. He has a cultivated knowledge of Cigars.
The desire to create a Legacy started with his career in the film industry thirty five years ago and Premium Cigars were only a part of his personal life and not a possible staple. And he was not about to consider something that wasn’t personal. Ora Vivo’, was an inevitability…
What we wish for ‘Ora Vivo’ is it to be our tribute and honor to the Cigar industry’s brotherhood… of cultures. We want those nations that have created the magic of Cigars to be honored together, and shared, by one. Life is a fleeting glance and taste of beauty. We honor it… in all its forms, Ora Vivo is our salute.