THE I.C.E St. Moritz, the International Concours of Elegance returns to St. Moritz this week for a thoroughly glamorous showcasing of beautiful motors. Set on the frozen surface of Lake St. Moritz, I.C.E will present a curated selection of classic, luxury, and rare cars, all against a Swiss alpine backdrop.
Established in 2019 by Marco Makaus, the event is at the intersection of art, sport and heritage, and is inseparable from the lake which hosts it, at the foot of the scenic Engadin mountains; the event is also inseparable from haute watchmakers, Richard Mille, who also return as the title sponsor for the third consecutive year.
The I.C.E. 2023, Photo © Pietro Martelletti, Courtesy The I.C.E.
After all, as a global leader in luxury Horlogerie, Richard Mille exemplifies a dedication to performance, design, craftsmanship, and sophisticated aesthetics – values that echo the event. CEO of the brand, Peter Harrison, says, “Our partnership with The I.C.E. St. Moritz reflects our shared dedication to excellence and innovation. We are proud to be part of an event that celebrates the perfect fusion of performance, beauty and artistry in such a breathtaking setting.”
This year’s show will feature a new format that incorporates not only the infamous snow-covered lake, but the entire city to involve the community. As well as the main programme, there’s also set to be a whole host of cultural and artistic activities that reflect Richard Mille and The I.C.E., that celebrates creativity and heritage.
The I.C.E. 2023, Photo © Pietro Martelletti, Courtesy The I.C.E
“We are thrilled to partner once again with Richard Mille for our event”, said Marco Makaus, Patron of The I.C.E. St. Moritz. “After the difficulties faced on the previous edition, we are even more proud of the extraordinary appeal exerted by our event and by this renovated collaboration. We are thankful for Richard Mille’s trust, and we are ready to honour our dedication to excellence on the fifth edition of this great event”.
The I.C.E. 2023, Photo © Davide De Martis, Courtesy The I.C.E.
The I.C.E. St. Moritz, supported by Richard Mille pays homage to high-performance culture and beauty, uniting the worlds of luxury, sport, and art. The result? A one-of-a-kind experience that appeals to enthusiasts and car connoisseurs alike.
by Felicity Carter