Fur, Champagne, and the Most Beautiful Cars in the World in St. Moritz - St. Moritz ICE Event Showcases the World's Rarest Cars on a Frozen Lake
The frozen lake of St. Moritz once again hosted the annual ICE event, drawing car enthusiasts and luxury brands like Autotrader from around the world. This year's showcase featured fifty of the rarest and most valuable cars, with some worth tens of millions, alongside high-end exhibitors like Loro Piana and Bang & Olufsen.
The event kicked off with an impressive display of automotive history. Among the highlights were the first-ever Pagani Zonda C12, a 1961 Ferrari 250 SWB Competizione, and a 1972 Lamborghini Miura SV. These legendary models took centre stage, offering visitors a rare chance to see them up close.
Unlike traditional races, the focus here was on spectacle rather than speed. On the second day, the historic cars glided across the snow-covered lake in a carefully staged race, thrilling spectators against the stunning Alpine backdrop.
Maserati marked its 100th anniversary in style by unveiling the MCPURA Cielo Frozen Magma, a bespoke model celebrating its iconic trident logo. The brand's presence added to the exclusivity of the event, which also saw Rimac Automobili make its debut.
Luxury went beyond cars, with pavilions from brands like Loro Piana and Bang & Olufsen enhancing the experience. Collectors even had the chance to drive their prized vehicles on the ice, making the event a unique blend of exhibition and participation.
The ICE event in St. Moritz remains one of the most prestigious gatherings for rare and high-value cars. This year's edition reinforced its reputation by combining automotive excellence with luxury, all set against the breathtaking scenery of the Swiss Alps. The mix of historic models, bespoke reveals, and interactive experiences ensures its continued appeal.
