St. MoritzPrime Shopping Streets
Retail Market ReportAnalysis

⛷️ St. Moritz is the definition of alpine luxury — and it's expanding. For over 150 years, this Engadin resort has been synonymous with elegance, exclusivity, and excellence. Now, the Via Serlas — one of the Alps' most prestigious retail streets — is experiencing a new wave of flagship openings. The street is home to 21 luxury houses: Hermès, Louis Vuitton, Prada, Gucci, Moncler, Moncler Grenoble, Bogner, Miu Miu, Saint Laurent, Brunello Cucinelli, Sease, Alexander McQueen, Chrome Hearts, and more. 2024–2025 marks a strategic expansion: 🎿 Sease brings performance luxury to the mountains — Italian craftsmanship meets alpine function. 💎 Sabatini opens a new jewelry boutique, adding to St. Moritz's strong watch and jewelry cluster. 👔 Kanoa introduces contemporary menswear with a focus on understated sophistication. St. Moritz attracts an international clientele from the Middle East, UK, Germany, and beyond — guests who value discretion, heritage, and impeccable service. From the Badrutt's Palace to the frozen lake, St. Moritz remains the benchmark for alpine retail — where luxury is not a trend, but a tradition.