Gstaad: A Journey of Snow and Luxury to the Heart of the Swiss Alps

Each season, Hollywood stars, royalty, and the European elite gather in this exclusive Swiss corner to enjoy winter sports.

Nestled in a picturesque Swiss setting straight out of a Hans Christian Andersen tale, Gstaad lies in the Bernese region of southwestern Switzerland. Despite being one of the most sought-after destinations for the international jet set, the town retains the charm of an alpine village where time seems to slow down. Its authentic atmosphere, marked by the relaxed lifestyle of the surrounding villages, draws prestigious visitors. But Gstaad offers more than just that.

Immaculately kept pedestrian streets, snow-covered alpine chalets, iconic hotels, high-end luxury boutiques, and over 200 km of ski slopes, all set against the majestic backdrop of the Swiss Alps. It’s no wonder that Gstaad has become a haven for royals, international millionaires, and celebrities from around the globe, providing the perfect blend of serenity, glamour, and exclusivity.

Unlike more bustling ski resorts such as Chamonix, St. Moritz, or Aspen, Gstaad is synonymous with privacy and discretion. Beyond the Louis Vuitton luggage arriving in Porsche, Maserati, and Ferrari trunks, the Hermès Birkin bags strolling along the Promenade, and the Cartier and Chopard jewels sparkling in nightclubs, Gstaad exudes an idyllic essence. It’s a postcard-perfect destination that radiates luxury and refinement from every corner.

Why Gstaad?

Although Gstaad has been a tourist destination for over a century, winter wasn’t always the peak season. It wasn’t until the 1920s, when skiing was declared an Olympic sport, coupled with a seductive advertising campaign, that Europe’s high society started flocking here to partake in this sophisticated new activity. Iconic establishments like the Gstaad Palace extended their offerings beyond the summer, leading to the birth of the ski season.

In the early 1960s, Time magazine named it the go-to destination for European aristocracy, catching the eye of America’s elite and Hollywood stars. Soon, celebrities like Elizabeth Taylor, Audrey Hepburn, Grace Kelly, and Cary Grant began choosing Gstaad as their perfect winter retreat.

Gstaad: The Celebrities’ Haven

Many celebrities are so enamored with Gstaad that they even choose it as the venue for their most special events. Andrea Casiraghi and Tatiana Santo Domingo, for example, held their religious wedding ceremony here in 2014 after their civil ceremony in Monaco. Having resided in Gstaad while attending the prestigious Le Rosey boarding school, Tatiana and her family maintain a deep affection for the region. So much so that in January 2023, the couple relocated to the nearby alpine village of Saanen.

Other notable royals frequently spotted include Princess Caroline of Monaco and her children, Charlotte and Pierre Casiraghi. On the Promenade, it’s not unusual to run into stars like Anne Hathaway, Madonna, Paul McCartney, or members of the Ecclestone family. Even designer Valentino owns a chalet here, where he enjoys celebrating the holidays.

Among Spanish celebrities, Carla Goyanes and Jorge Benguría spent the Three Kings holiday here in 2023, following in the footsteps of other family members like Borja and Blanca Thyssen, who have also enjoyed Gstaad’s charms. Most recently, in 2024, Tamara Falcó and Íñigo Onieva rang in the new year on Gstaad’s ski slopes and snowshoeing trails.

Long-time residents include Norma Duval and her husband Matthias Kühn, who moved here after their wedding to enjoy a peaceful life in this alpine paradise.

Winter Sports

Gstaad is more than just glamour—it’s also about sport. The resort offers over 200 km of ski slopes and is home to the only skiable glacier in the Bernese Oberland, Glacier 3000. It’s also ranked among the top three cross-country skiing destinations in Switzerland. Popular slopes like Eggli, Wispile, and Wasserngrat are dotted with exclusive clubs and restaurants, offering a chance to relax and savor alpine cuisine.

For thrill-seekers, Gstaad boasts several snow parks, sledding tracks, and skating and curling rinks, as well as 185 km of trails for snowshoeing adventures.

Après-Ski

In Gstaad, après-ski is almost as popular as skiing itself. Strolling through its enchanting pedestrian streets is a must for the stylish crowd visiting the town.

For those with deep pockets, exclusive shopping awaits on the Promenade: Cartier, Chopard, Rolex, Chanel, Hermès, Moncler, and Louis Vuitton all have outposts on this short but iconic avenue—arguably the most famous shopping street in Switzerland.

Those seeking relaxation can book a treatment at one of the many luxurious spas in hotels such as the Gstaad Palace, Bellevue Hotel, Grand Hotel Park, or The Alpina Hotel. These wellness centers offer extensive beauty and relaxation treatments that delight countless visitors.

Swiss Cheese Fondue, Please

After all that walking and shopping, there’s plenty of time to savor Gstaad’s fine dining scene. Booking a table at La Cave, located in the boutique Hotel Olden, may just put you next to one of the many famous faces mentioned earlier.

For a pre-dinner treat, visit La Fromagerie at the Gstaad Palace for Swiss cheese fondue paired with the finest national and international wines—a quintessential must-visit. Later, partygoers flock to the exclusive GreenGo nightclub at the same hotel, where the glamorous and beautiful come to dance the night away.

Where to Stay

The crown jewel of Gstaad’s hotels is undoubtedly the Gstaad Palace. Perched 1,000 meters above sea level, it has hosted the entirety of Hollywood’s elite and European royalty. It remains the epicenter of social life in this alpine town.

Opened over a decade ago, The Alpina quickly became one of the most coveted stays in Gstaad. Its 56 rooms and suites are often booked months in advance, and its 2,000 square meter Six Senses spa is a must for any visitor. The hotel’s Japanese restaurant, Megu, is so highly regarded that it was named the best Asian restaurant in Switzerland.

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