Tradition harmoniously blends with innovation for a unique contemporary experience
Richard Mille and The I.C.E. St. Moritz – The International Concours of Elégance – are proud to extend their partnership in 2024
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St. Moritz, 17 January 2024 – In less than two months, on 23 and 24 February, St. Moritz will yet again be staging one of the most spectacular events of the entire winter season: The I.C.E. St. Moritz, The International Concours of Elégance. Taking place on what is probably the most iconic frozen lake in the world, luxury watch brand, Richard Mille, returns as title sponsor for the second year in a row.
The I.C.E. St. Moritz is one of the new-borns in the family of international concours d’élégance, with its first edition hosted in 2019. Richard Mille himself used to say his goal was to create something new, a sort of “ultra-high-end luxury segment within the high-end watch business”. In a similar fashion, The I.C.E. St. Moritz conceived its distinctive format, as a concours within the concours, combining the traditional static evaluation of cars with their dynamic elegance on ice. Thus, the two brands created a niche of excellence, which is furtherly enhanced when forces are joined.
This innovative approach is the driving energy behind this partnership, which is reaffirmed and strengthened after the great success in 2023. The ambition of being unique translates into the cooperation of two lifestyle brands promoting an incomparable contemporary experience, which endorses Richard Mille and The I.C.E. St. Moritz’s shared values such as quality, performance, innovation, and refinement.
Richard Mille and The I.C.E. St. Moritz are ready for an incredible new edition, built on the typical intrinsic nostalgia of classy lifestyle.
Marco Makaus, Patron of The I.C.E. St. Moritz says “We are thrilled to continue the cooperation with Richard Mille, a brand which was not afraid to enter an established market with an innovative approach and has been very successful. Likewise, initially The I.C.E. St. Moritz was born as an informal get together with friends sharing the same passion for beautiful cars, and with it we took the risk of positioning the event among the more traditional concours of elegance. This common vision, and the dedication to high quality and uniqueness that we share, creates a very precious synergy. We look forward to another successful event together with Richard Mille!”.
Peter Harrison, CEO of Richard Mille says “After the resounding success of 2023, we are truly delighted to partner with The ICE St. Moritz as title sponsor for the second year running. This exhilarating event proves that true innovation knows no bounds, embracing the challenge of pushing these timeless vehicles of true automotive excellence to their absolute limits. As we mark our second year of this partnership, we look forward to another celebration of thrilling races, classic elegance, and shared values on this worldwide icy stage.”
The I.C.E. St. Moritz – The International Concours of Elégance
The brainchild of Marco Makaus in 2019, the event is counted among the Diamond Events of Engadin St. Moritz Tourism AG since 2020. Since its first edition, The I.C.E. St. Moritz has created an unprecedented format in the world of concours d’élégance: a mix of art and sport, static and dynamic in a unique location. The event, inseparable from the presence of the lake that hosts the event, has always been held with respect for the Engadin’s environmental and natural heritage. The participating cars are carefully selected and public access is limited in order to safeguard their inestimable value.
Founded in 2001, Richard Mille soon became established as one of the pre-eminent players in the luxury watchmaking industry by developing a unique, immediately recognisable architectural aesthetic combined with unrivalled innovation, both technically and through material development and utilisation. Today, the Richard Mille watch collection comprises more than a hundred models, each designed and produced with the same passion and uncompromising principles that guided Richard Mille’s first creation, the RM 001.
