
Changing your mind can change your world.
Curiosity is the voice that pushes you to imagine new perspectives, that guides you to explore the power of change.
This is the story of IQOS:
a story born of curiosity.
We listen to that voice. We will always listen.
IQOS. Forever Curious.
Our search for alternatives never ends.
For more information, visit the Important Information page
The service covers 6 Italian cities for a total of approximately 120 postcodes. Let's find out together where: Rome, Milan, Bologna, Naples, Bari, Catania.
The cost of the service is €5, free if it is your first device. For more information on the service click here.
I am not
a cigarette.
Click to find out why.
IQOS heats, not burns:
provides a smoke-free, ash-free experience.
I am not
an e-cigarette.
Click to find out why.
IQOS does not use inhalation liquids
but heats specially designed sticks from the inside.
I warm up
but I don't burn
Click to find out why.
The SMARTCORE INDUCTION SYSTEM™
induction system offers the true taste of tobacco, without leaving any residue.
The change
you've been waiting for.
Come and discover the advantages of the IQOS world.
Introducing the IQOS ILUMA line

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Innovative, interactive, unmistakable.
New features: Pause Mode, FlexBattery and Touch Screen.
Do you know IQOS?
A new perspective, without smoke and without ash.
Do you know the benefits of IQOS?
Change is a choice. Yours.
Are you familiar with IQOS devices?
Choose the device that best suits you.
For more information, visit the Important Information page
We accept:


You can pay with more than
8 different payment methods
The service covers 6 Italian cities for a total of approximately 120 postcodes. Let's find out together where: Rome, Milan, Bologna, Naples, Bari, Catania.
The cost of the service is €5, free if it is your first device. For more information on the service click here.
Discover all the exclusive services buying online.
Always with you!
Our online boutique is always open, day and night.
Many secure payment methods.
Secure payments and installments for you.
Discover how you can pay
Many offers for you.
Follow us to stay updated on current initiatives.
Discover express delivery.
If you're in a hurry, at your home in 3 hours!
Discover the cities covered
Make it unique!
Only online you can personalize the device with your name.
Experience the summer with IQOS
Let your curiosity guide you to discover
all the summer initiatives with IQOS.

IQOS Events

IQOS Summer Openings

Music with IQOS
Compare the devices of the IQOS ILUMA line
IQOS ILUMA i PRIME

Characteristics
Interactive, innovative, unmistakable.
Uses
Up to 3 consecutive for the holder (20 per pocket magazine Recharge)
Recharge
2h e 15 minutes
IQOS ILUMA i

Characteristics
Iconic, advanced.
Uses
Up to 3 consecutive for the holder (20 per pocket magazine Recharge)
Recharge
2h e 15 minutes
IQOS ILUMA i ONE

Characteristics
Compact, advanced.
Uses
20 per refill
Recharge
1h e 30 minutes

Over 2 million* smokers in Italy have switched to IQOS and abandoned cigarettes.
*Estimated number of adult users (18 years and older) of IQOS heat-not-burn products who have completely switched to IQOS and stopped smoking (for whom PMI tobacco sticks account for at least 70% of their tobacco use in the past 7 days). Source: PMI financial data or estimates, IQOS user samples, and PMI market research. Information current as of May 31, 2023.