Motorsport Blog

The World’s Most Glamorous Luxury Motorsport Experience on Ice

What Is The ICE St. Moritz?

At its core, The ICE St. Moritz is an international concours d’elegance .

If you’re thinking what the heck is that, don’t worry I’ll explain.

It’s French for “competition of elegance.”A concours d’elegance is not about speed. It is about beauty. Precision. Presence. It is where historically significant, rare and impeccably restored cars are presented as moving works of art. At The ICE, those works of art don’t sit on velvet lawns.

They glide across ice.

Hosted on the frozen lake of St. Moritz, the event takes place on Lake St. Moritz itself – crazy right?

Its a natural stage formed when winter temperatures freeze the water into a vast sheet of white skating heaven. Against a backdrop of snowcovered Alpine peaks, classic Ferraris, Bugattis, Maseratis and Porsches move slowly and elegantly across the surface, tyres crunching gently against ice.

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The Cars: Automotive Art on Ice

One of the most immersive parts of the experience is how close you can get to the cars. Many display areas allow guests to walk right up to these rare pieces, studying the craftsmanship, bodywork curves, and intricate interiors.

Around several stations, were complimented with elegant bar setups and boutique-style stands where guests could purchase drinks, branded merchandise, and luxury lifestyle items.

Standout marques included Ferrari, Bugatti, Porsche, and Maserati, each bringing collector-level machines that felt just as at home in a gallery as they did gliding across the ice.

The cars are not random entries. They are carefully selected classic and collector vehicles, many from private collections rarely seen in public.

Each vehicle competes within judged categories, often grouped by era, design philosophy or body style. Expert juries assess originality, restoration quality, historical significance and design integrity before awarding class winners and a coveted “Best in Show.”

Some of the standout classes included:

  • Barchettas – open-top classics celebrating lightweight Italian design
  • Open Wheels – historic single seaters showcasing raw motorsport heritage
  • Icons  – culturally significant collector cars with timeless status
  • Concept & Experimental – rare pieces pushing creative boundaries.

And just to reiterate again: it is not a race!

There are no lap times. No podium champagne sprays. No wheel-to-wheel battles.

Instead, The ICE is an exhibition of automotive art, where engineering meets elegance, and machinery is appreciated as a sculpture.

The audience reflects that tone. You’ll find serious collectors, automotive historians, brand executives.

Who Actually Attends?

One of the most distinctive aspects of the ICE St. Moritz is who the event attracts. Unlike traditional motorsport weekends, this is a luxury motorsport event built around culture, design, and status.

The crowd is a mix of global highnet-worth circles but also just people who generally enjoy motorsport and luxury experiences:

  • Car collectors automotive enthusiasts showcasing rare and historic vehicles
  • Watch executives and luxury brand leaders, reflecting the strong connection between horology and motorsport
  • Automotive journalists covering the concours and collector market trends
  • Fashion insiders and stylists, including editors from publications like Vogue
  • The private jet crowd, with many guests flying in via charter companies such as NetJets
  • Members of the Swiss elite and long-standing St. Moritz social circles

The Social Scene & VIP Atmosphere

he ICE St. Moritz is as much about the social experience as it is about the cars. The frozen lake transforms into a carefully designed luxury environment, With a DJ playing a saxophone. Ice skating waiters performing back flips, and Oyster and champagne bar dotted around the Lake

Across the event space, hospitality tents create warm, stylish hubs where guests move between viewing platforms and networking lounges.

Key elements shaping the VIP experience include:

  • Champagne sponsors, often featuring premium houses such as Moët & Chandon
  • Luxury coffee partners like La Marzocco
  • Brand activations from automotive and fashion partners showcasing limited pieces and curated displays
  • Organic networking opportunities between collectors, creatives, and luxury travellers

Is The ICE St. Moritz Worth It?

Absolutely ! The ICE st Moritz is unique.

I have attended quite a few motorsport events and this one was very different; mainly because it was a concours d’elegance, so it was all about artistry, energy and spectacle.

But It made me love it even more.

Everything was curated to please the eyes, the views, the cars, the installations, it all had me in awe. If you enjoy Motorsport and luxury travel this might be a good diversion from the normal event to attend.

Who It’s Perfect For

The event is ideal for:

  • Car collectors interested in rare automotive design rather than racing
  • Luxury travellers seeking unique winter experiences in Switzerland
  • Style forward attendees drawn to fashion, social culture, and visual spectacle
  • Creatives and industry professionals interested in the intersection of motorsport and luxury lifestyle

The visual impact alone of classic cars moving across a frozen lake, makes it one of the most distinctive winter events in Europe.

Who Might Be Disappointed

However, I will be honest, it may not suit everyone:

  • Visitors expecting high-speed racing or traditional track action
  • Budget travellers, as accommodation and hospitality costs are premium
  • Motorsport fans focused purely on competitive performance rather than design and culture

Want to find out more about The ICE?

But If you’re convinced by this blog, the cold hasn’t put you off and you’re thinking about going next year then watch out for the next blog, which breaks down the logistics.

I will tell you how to get there, where to stay and the budget you will need!