Concours of Elegance

The “Concours d’Elegance” formula was born in the 1920s and it was a sort of “Fashion Show” for automobiles: the various Coachbuilders were showing their creations to prospects and customers.
Today, they are a celebration of Automotive Style and Design, as well as conservation and restoration. The most important ones, like Pebble Beach, Villa d’Este and Salon Privé, to name but a few, have been going on for decades, establishing the world standard.

The I.C.E. St.Moritz was not created to challenge any of those, as its location, size and seasonality make it different from any other. It aims to offer an additional opportunity for those enthusiasts who like to show and exercise their cars in an unusual period of the year and environment.

For the public, it will offer the possibility of seeing the cars in a completely different setting. As Giorgetto Giugiaro, our Honorary Chairman of the Jury, said: “watching the cars over the snow, without any distracting element one would find on the road, recreates the effect a designer achieves by drawing an automobile on a white sheet of paper…”. The fact that everything takes place on a frozen lake has introduced an element of informality and sportiness, as everybody is aware of being hosted by Nature, and consequently needs to adapt to Her whims. The proceedings therefore follow a general plan with a good dose of improvisation, as everything has to be adapted to the temperature and the condition of the snow.

Driving old cars on the snow creates new (or old?) challenges, which make the day more interesting and fun as entrants try different ways to guarantee the vital contact between the tyres and the surface.

In the 2019 Test Edition we decided to simplify things with just two Categories: the Spirit of St. Moritz voted by the public, and the Instalake, with votes collected via Social Networks.

In this way, we have sought a balance between the few that were there in person, and the many who could not come but followed us via Instagram in real time.

We believe it was the first time the vast audience of worldwide followers has been given the possibility to vote in a Concours d’Elegance.

A small but representative Jury (Parva sed Apta, as was written at Bagatelle, where an unforgettable early Concours was held with great style!) supervised the voting and announced the winners.

In the future editions, we will add a more traditional Jury system to these two categories.

Spirit of St. Moritz

every participant, car entrant or Member of the public, received one voting slip and could vote the car that, in their opinion, best represented the Spirit of St.Moritz.



the Instagram heroes who were in St. Moritz chose the car they prefer and posted it with the #instalake. The car with most likes won.


Badrutt’s Palace
St Moritz