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 ICE 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.