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Beyond its identity as a dreamy winter getaway, St. Moritz is also a top-tier shopping destination where luxury meets breathtaking Alpine scenery. Whether you’re looking for high-end fashion, exquisite jewellery, or a Swiss timepiece to mark the occasion, shopping here is as much about the experience as it is about the finds.
1. High-End Fashion Boutiques
Designer Boutiques You Can’t Miss
The heart of luxury shopping in St. Moritz is Via Serlas, a charming yet ultra-exclusive shopping street often called “the world’s shortest luxury mile.” It may be small, but it has some of the biggest names in fashion.
- Gucci – Italian elegance meets contemporary edge. Their latest collections never disappoint.
- Louis Vuitton – Iconic handbags, stylish ready-to-wear, and luxury travel essentials.
- Moncler – Chic, high-performance outerwear that keeps you warm while looking effortlessly stylish.
- Prada – A mix of bold statements and timeless sophistication — always ahead of the curve.
- Dior – From haute couture to Baby Dior, this brand offers elegance at every age.
- Hermès – The pinnacle of craftsmanship, offering everything from iconic Birkin bags to silky scarves.
- Alexander McQueen – Edgy, bold, and beautifully crafted pieces that make a statement.
- Miu Miu – Playful, feminine designs with a twist of irony.
- Brunello Cucinelli – Effortlessly chic and comfortable — luxury that feels as good as it looks.
2. Luxury Streetwear and Casual Wear
St. Moritz also caters to trendsetters with an eye for luxury streetwear and premium casual attire, featuring brands like:
- SEASE – A brand rooted in textile tradition, offering top-quality materials and impeccable craftsmanship.
- Alexa Lewis Boutique – A go-to spot for fashion-forward pieces, featuring global names like Colombo Cashmere and Natan, and newer brands such as Maison Common and Jan Taminiau.
- Studio 03 Fashion SA – Trendy and versatile, this boutique carries stylish beach, surf, and snow wear for all seasons.
- Trois Pommes – A long-standing staple in St. Moritz, this multi-brand boutique curates an elegant selection for both men and women.
- Joy Fashion – A must-visit for those seeking exclusive, on-trend pieces that make a statement.
3. Fine Jewellery and Watches
For lovers of exquisite craftsmanship and timeless design, St. Moritz is a treasure trove of fine jewellery and Swiss watches. If you’re on the hunt for a statement piece or a heritage timepiece, these boutiques offer some of the finest selections in the world.
- Asprey – A prestigious British brand known for its exclusive luxury goods.
- Cartier – A symbol of elegance, offering iconic jewellery and watch collections.
- Chopard – Swiss-made masterpieces that blend precision with pure sophistication.
- Remida Tornaghi – A boutique with over 40 years of history, renowned for its distinctive geometric designs, smooth curves, and monochrome colour palettes.
- Gübelin – A Swiss family business with over 160 years of expertise in fine jewellery and gemology, specialising in gold, platinum, and rare gemstones.
- Bucherer – A renowned name offering a curated selection of high-end jewellery and luxury timepieces.
- IWC Schaffhausen – Swiss watchmaking at its finest, combining tradition with innovative design.
- Omega – A legendary brand known for its precision, durability, and timeless appeal.
- Eleuteri – Italy’s leading expert in vintage jewellery, offering rare and one-of-a-kind pieces.
3. Art Galleries and Collectibles
Art enthusiasts will find plenty to explore in St. Moritz’s vibrant gallery scene, featuring contemporary and classic works:
- Galerie Gmurzynska – A well-known gallery featuring internationally celebrated artists and thoughtfully curated exhibitions.
- Hauser & Wirth – Showcasing some of the most influential modern and contemporary artists, this gallery is a must-visit for art lovers.
- Vito Schnabel Gallery – A fresh, dynamic space highlighting bold, thought-provoking contemporary art from around the world.
4. Traditional Swiss Craftsmanship
For those seeking a taste of local heritage, St. Moritz offers a selection of boutiques specialising in traditional Swiss products:
- Loro Piana – Known for its ultra-soft cashmere and fine wool knitwear, this brand combines luxury with tradition.
- Confiserie Hanselmann – A legendary confectioner offering handcrafted Swiss chocolates and pastries — perfect for an indulgent treat or a gift.
- Ebneter & Biel – A name synonymous with intricate, high-quality embroidery, showcasing the finest Swiss textile artistry.
- Cashmere House Lamm – A family-run business dating back to 1935, now in its fourth generation, specialising in exquisite cashmere garments and timeless pieces.
5. Luxury Home and Furniture
St. Moritz also caters to those looking to bring Alpine luxury into their homes with exclusive furniture and home décor:
- Yves Delorme – A prestigious French brand known for its luxurious home textiles, including silky sheets and plush towels.
- Antiquitäten Ettlin – A treasure trove of antique furniture and unique finds from the Engadin region.
- Four Emotions – An elegant concept store in the Serletta Gallery, offering carefully curated home accessories.
- Butia Rominger – Tableware, blankets, curtains, and handcrafted kitchen accessories, offering everything you need to elevate your living space.
6. Winter Sports and Outdoor Gear
The Alpine lifestyle wouldn’t be complete without the right equipment, and St. Moritz offers premium shops for winter sports gear:
- Bogner – High-end ski and sportswear.
- Ogier – Stylish performance wear with a unique design philosophy.
- Playground in Paradise – A go-to snowboard shop.
- Peak Performance – Ski, golf, and outdoor apparel for active lifestyles.
- Ender Sport “22” – Offers a wide range of St. Moritz-branded merchandise.
- Jet Set – Founded in 1969 in St. Moritz, this brand pioneered luxury sportswear and took it from the slopes to city streets.
7. Gourmet and Culinary Delights
Food lovers can take home the best of St. Moritz’s gourmet scene with these Swiss delicacies:
- Läderach Chocolatier Suisse – A wide selection of fresh chocolate, pralines, truffles, and seasonal specialities.
- Pur Suisse – Over 1,200 foods and wines sourced directly from Alpine farmers.
- Grand Cru Club – A wine shop specialising in high-quality wines and rare selections from the Grisons canton.
Why Shopping in St. Moritz Is Unique
Shopping in St. Moritz combines high-end fashion, fine craftsmanship, and Swiss heritage. From designer boutiques on Via Serlas to locally made artisanal goods, the town offers a curated selection of luxury shopping experiences. With its world-class selection of brands and unique cultural offerings, this Alpine paradise is a must-visit destination for the discerning shopper.
