Cigarette lighter power not working

Hi,
The cigarette lighter power source is not working in my 95 E class. I checked voltage with a multimeter and sure enough it reads 12.xx V DC. The reading is no different than it is in the other 94 E or the 93 190.
However the phone charger or the Valentine wont work - yet will work all day in the other cars.
What gives?
Appreciate any help.
Thanks
farrukh

ps. fuse is fine.