There’s a reason glamour queen Audrey Hepburn and the legendary “Kid” Charlie Chaplin stayed here. St. Moritz, set high in Graubünden in the Swiss Alps, has been the world’s most stylish mountain resort for more than a century. Besides the award-winning Olympic slopes and bevy of beautiful hotels, a veritable style haven awaits the savvy traveller.
First class boutiques line the historic Via Serlas, while a gander left or right down a quaint side street surprises with shops that stock specialities for house and home. Everything you could possibly need for an appropriate luxury look is available in this lofty village. Like most Swiss Alpine resorts, St. Moritz has two main seasons, summer and winter.
Cashmere House Lamm
Via Maistra 15
Nobody loves cashmere like the Lamm family—enter and discover a veritable rainbow of cashmere goods in this knitwear institution. In addition to their own house brand produced in Italy and Scotland, they stock the world’s best woollens from Ballantyne, Johnstons of Elgin, Dalmine, Malo and more. Cashmere is not just a winter staple—on a chilly summer morning in the Alps, a pair of simple, comfortable jogging pants is the stylish choice to accompany a lazy breakfast of champions.
Via Maistra 19
At SilvanoVitalini, clothing meets art. Vitalini’s unstructured Engadin jacket is THE emblematic men’s blazer. Available in both traditional woollens and summer linens, this high-end collection is hand-finished in St. Moritz. Ladies, ask to see a dress from the shop’s hidden—but most striking— label, GOOD & VITALINI. A collaboration between traditionalist Vitalini and avant-garde textiles designer Danja Good, stepping into one of their frothy gowns gives the impression one is swirling in colourful clouds. Want all eyes on you? At an evening cocktail or late-night foray to the casino, each GOOD & VITALINI dress turns its wearer into a work of art to rival the Mona Lisa.
Via Maistra 10
Designer sunglasses from Optik Wagner prove that safety and style is a marriage made in St. Moritz. In addition to a full selection of corrective lenses, there are a wealth of fashionable models from Italy, Switzerland, the UK and France. Protect those baby blues (or browns!) from sun damage with a vintage-inspired pair from Pomellato’s recent collection. Whether you opt for a two-toned hue or rhinestone-encrusted cat eye, they are essential for lake- or poolside afternoons.
Haus des Jägers
Via del Bagn 53-55
For over thirty years, the “House of the Hunter” has been the ideal address for both hunters as well as those who love nature and traditional Swiss styles. Men and women will both find their heart’s desire here, from Lederhosen to suede hunting jackets to one-of-a-kind hats adorned with beautiful feathers. The small, friendly team not only has recommendations for clothing, but where to use them — they know the local mountains like the back of their hands. There’s nothing like plying the hiking trails dressed like a (well-dressed!) native in one of HDJ’s ensembles.
Via Maistra 15
This luxury jewellery shop prides itself on offering only items that represent their eye for elegance and passion for detail. Each piece is produced by skilled professionals at the company’s atelier in nearby Celerina using traditional techniques and is 100% Swiss made. Choose from a selection of conflict-free diamond bracelets, rings, and earrings, or set your sights on the lavish yet funky gentlemen’s cufflink collection with raised golden stags and hounds. The Roses collection might just be the most sparkling ode to summer flora ever—don a pair of the diamond earrings to channel the beauty of an Alpine garden in bloom.
Via Serlas 30
RemidaTornaghi is a rare treat for shoppers. Located in the historic Chalet Suisse, there isn’t a hint of pretension to this ultra-luxe family-run jeweller—warm Italian vibes prevail here. Treat yourself to a few stackable Baboo bracelets from Tornaghi’s newest collection “Carnet de Voyage” (literally, travel book). A fascinating mix of braided leather, diamonds and gold, they are understated enough to add a touch of glamour to your wrist even while golfing, swimming, biking, or any one of the numerous outdoor activities available. Feeling blue? Here’s the cure: Slip on an unusual Ottovolante ring with a natural blue sapphire set in blue gold.
Via Serlas 27
This lovely high-end shopping galleria is located just across from the iconic Badrutt’s Palace Hotel. With fave luxury brands like Prada, MiuMiu, Armani, Gucci, and Cartier, it also boasts unique local boutiques.
Via Serlas 22
Pick up a stand-out trinket or household item at Four Emotions. World-renowned jeweller Sabbadini is in charge of design and production, which runs the gamut from antler stools to lavish objects like linen napkins with Edelweiss appliqué and sculpted pewter wine stoppers in the form of Alpine animals. The store also features a collection of jackets made with original Native American fabrics with sable and coyote fur accoutrements.
Via Serlas 27
Loafing around St. Moritz and looking for the perfect shoes that marry comfort and class? Santoni is the place! Their SS19 collection exhibits a pared-back feel and bright-white palette. Try on a pair of their elegant, versatile loafers, and you might never want to take them off again. Handmade in Italy, the best of the bunch feature decorative tassels and a tapered design—just as perfect for spending all day in and out of the shops as for a swanky meal in a local Michelin-starred restaurant. ◼
© This article was first published in June-July 2019 edition of World Travel Magazine.