The lure of St. Moritz - From sleepy mountain village to luxury resort | DW Documentary

Key Concepts

• Winter Tourism: The industry pioneered in St. Moritz in the 1860s, transforming a summer spa town into a global winter destination.
• Badrutt’s Palace: An iconic, opulent hotel that serves as the epicenter of St. Moritz’s social and luxury history.
• Cresta Run: A historic, high-speed ice skeleton racing track exclusive to St. Moritz.
• White Turf: A prestigious annual horse racing event held on the frozen Lake St. Moritz.
• Skijoring: A winter sport where a skier is pulled by a horse, popularized in the Engadine Valley.
• Para-hotel Services: The modern luxury real estate trend where private villas offer hotel-level amenities, shifting the focus from grand hotels to private residences.

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1. Historical Evolution and Infrastructure

St. Moritz, located in the Engadine Valley, was originally a self-sufficient farming village and summer spa resort. The turning point for its development was the arrival of the Rhaetian Railway in 1904, which utilized innovative engineering (tunnels and viaducts) to connect the remote valley to the outside world.

The foundation of winter tourism is attributed to Johannes Badrutt, who in 1863 made a famous wager with English guests: if they stayed for the winter and did not enjoy the sunshine, he would pay their expenses. The guests returned to London with suntans, effectively launching the winter tourism industry.

2. Sports and Traditions

St. Moritz is the birthplace of several unique alpine sports:

• Skiing: The region boasts 350 km of slopes and has hosted five World Ski Championships and two Winter Olympics (1928 and 1948). The men’s downhill course is noted for its 100% gradient at the start, allowing skiers to reach 130 km/h in six seconds.
• Cresta Run: Established in 1884, this ice-track sport involves riders lying on their stomachs on a sled. It remains an exclusive, club-governed activity known for its camaraderie and unique handicap system that allows older riders to compete.
• White Turf: A century-old event featuring horse racing on the frozen lake. It includes Skijoring, where skiers are pulled by horses, a discipline that requires immense skill and carries significant risk.

3. The "Parallel World" of Luxury and Celebrity

St. Moritz became a sanctuary for the global elite, blending privacy with extreme opulence.

• Audrey Hepburn: After visiting in 1954 to recover from war-time trauma, she made the town her home, bridging the gap between the Swiss Alps and Hollywood.
• Coco Chanel: Used the town as a refuge during WWII. She famously drew inspiration for the iconic "Chanel jacket" from a hotel bellboy’s uniform while staying at Badrutt’s Palace.
• Alfred Hitchcock: A regular guest for 36 years, he used the landscape as inspiration for his films, including The Man Who Knew Too Much. He famously preferred the comfort of his hotel room to the slopes.
• The Shah of Iran: Mohammad Reza Pahlavi governed Iran from his villa in St. Moritz for decades. His presence brought intense media scrutiny and political intrigue to the village.

4. The Gunter Sachs Era

Gunter Sachs, a multi-millionaire and bon vivant, was instrumental in shaping the town’s modern identity. He turned his suite at Badrutt’s Palace into an art-filled "happening" space, featuring works by Andy Warhol and Roy Lichtenstein. He founded the Dracula Club and was a central figure in the town’s bobsledding community. His legacy is honored by the naming of the bobsled start square after him.

5. Modern Real Estate and Governance

Today, St. Moritz is one of the most expensive real estate markets in the world, with properties in areas like Via Suveta selling for up to €100 million.

• Shift in Luxury: There is a transition from grand hotel living to private luxury chalets, where high-net-worth individuals seek privacy and "para-hotel" services (private chefs, instructors, and staff).
• Governance: The current mayor, Christian Jenni, emphasizes the town’s role as an "open-air stage," balancing the preservation of its historic openness with the demands of a modern, ultra-wealthy clientele.

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Synthesis

St. Moritz’s success is rooted in its ability to reinvent itself—from a farming village to a summer spa, and finally to the "great-grandparent" of winter tourism. Its enduring appeal lies in the unique intersection of natural majesty, eccentric sporting traditions (Cresta, Skijoring), and a culture of extreme privacy for the global elite. By branding itself as a destination for "strong personalities," St. Moritz has maintained its status as a legendary playground where glamour and history converge.