High-Speed Paws: Precious Cars Upshadowed by Remarkable Canines in St. Moritz
The International Concours of Elegance (The I.C.E.) is an annual event held in the picturesque town of St. Moritz, Switzerland, on the frozen Lake St. Moritz. Established in 1985 by Marco Makaus, the I.C.E. has become a premier winter gathering for classic car enthusiasts worldwide.
Each year, the event showcases one-of-a-kind cars that skitter on the frozen lake like brightly coloured marbles, creating a spectacle that contrasts the harsh winter conditions with the glamour and refinement of the classic automobiles on display. The I.C.E. has grown in size with each passing year, attracting over 15,000 visitors in 2025, highlighting its rising prominence and appeal within the automotive and luxury lifestyle communities.
The I.C.E. is not just a classic car show; it is an immersive experience that blends automotive elegance with an adventurous spirit that defies the cold and frost. It builds on the historic motorsport and classic car tradition embedded in the Engadine region, which has hosted various motoring events since decades. However, The I.C.E. distinguishes itself by moving beyond typical summer road gatherings to embrace the "new dimension" of winter.
Beyond the display of rare and iconic classic cars, the I.C.E. integrates social and cultural elements emblematic of St. Moritz’s luxury and alpine heritage. Large numbers of dogs, including corgis and labradoodles, can often be seen at the event, wearing bandanas and determined to eat as much snow as possible.
The event's development includes enhancing visitor experiences, with future editions promising surprises and innovations. Rosie Paterson, the Digital Content Director & Travel Editor for the platform, has played a significant role in this evolution, joining in July 2014 and contributing to the I.C.E.'s status as the "world’s coolest concours of elegance on wheels."
Rosie Paterson has also been invited to judge a travel media award and chaired live discussions on the London property market, sustainability, and luxury travel trends. Beyond the platform, she has written for Mr & Mrs Smith and The Gentleman's Journal. In addition, she edited the magazine's special Queen's Platinum Jubilee issue and coordinated the platform's 125th birthday celebrations.
The I.C.E. is not only a celebration of classic cars but also a nod to St. Moritz's rich history. For example, the event commemorated the Cresta Run's centenary by having participants arrive in vintage Bentleys in 1985, marking the birthplace of modern-day skeleton racing and the world's most famous toboggan track.
In summary, The International Concours of Elegance in St. Moritz has grown from a conceptual winter classic car show into a highly anticipated global event known for its stunning icy setting, rare vehicles, and blend of automotive passion with alpine elegance, attracting thousands of visitors annually and prominent figures from the classic car and luxury communities.
- During the annual International Concours of Elegance event in St. Moritz, not only rare and iconic classic cars are displayed, but also pets like corgis and labradoodles, adding a touch of home-and-garden lifestyle to the winter festivities.
- The International Concours of Elegance has expanded its focus beyond automotive elegance, integrating social and cultural elements to create a luxury lifestyle experience that goes beyond just cars.
