The brand's early success was directly due to the efforts of one man, Rodriguez Fernandez, 'Pepin' as he was known. In 1903, using his savings, he bought a little-known factory which, since 1875, had made cigars called Romeo Y Julieta solely for the domestic Cuban market. Within two years, he and his 1,400 workers had to move to a larger factory. For Monarchs, Heads of State and others, he specialised in providing personalised cigars bands. Pepin remained devoted, almost obsessed, by his brand until his death in 1954.

Romeo Y Julieta is best known for its coronas from its large range of cigars offering a very well constructed cigar with excellent aroma and a dark, smooth, medium-bodied smoke.