Via Serlas

Via Serlas is St. Moritz’s compact yet ultra-exclusive luxury shopping street in the Dorf quarter, just above the lake and station. The anchor is Badrutt’s Palace (1896), with flagship boutiques clustered around and the Palace Galerie retail arcades beneath.

• Often billed as Europe’s highest luxury mile – the street sits around 1,820 m above sea level.
• Flagship addresses include Louis Vuitton (Via Serlas 22), Cartier (Via Serlas 29) and Celine (Via Serlas 27).
• Below the street, Parkhaus Serletta’s escalators and the St. Moritz Design Gallery link the station and lake to Via Serlas; the gallery runs 24/7 with 31 illuminated showcases.
• Badrutt’s Palace’s retail arcades evolved into today’s Palace Galerie – the 2002 Serletta Shopping Center later rebranded – reinforcing Via Serlas as the resort’s luxury hub.
• Brand line-up rivals major European streets, while the format stays deliberately compact.

• Flagship window displays around Badrutt’s Palace and within the Palace Galerie arcades.
• The St. Moritz Design Gallery along the Serletta escalator passage.
• Short descents to the lakeside and viewpoints by the upper escalator exit.

The fashion cluster grew from the hospitality axis of Badrutt’s Palace (1896), which cemented Dorf’s elite status; boutiques and galleries accumulated around the hotel over the 20th century.

In the early 2000s, sub-street infrastructure expanded: Parkhaus Serletta’s pedestrian link and the 2002 Serletta Shopping Center (later Palace Galerie) fixed the modern retail layout.

Today Via Serlas is frequently cited as one of Europe’s highest and most concentrated luxury streets; line-ups shift with the seasons, but first-tier fashion and jewellery houses remain the backbone.

Location: St. Moritz-Dorf centre; above the station and lake; landmark – Badrutt’s Palace, Via Serlas 27.

Getting there: From St. Moritz station, ride the Parkhaus Serletta escalators to the upper exit on Via Serlas; Engadin Bus stops St. Moritz, Serlas and Schulhausplatz serve the street.

Access: Step-free via sidewalks, escalators and lifts between the station, lake and street.

Visiting hours: Year-round destination; retail peaks in winter and summer seasons.

Visit duration: 30–60 minutes for a window-shopping stroll; longer if shopping.

Best time: Late morning and daytime for browsing; evenings for quieter, lit-up facades.

Notes: Store hours vary by brand and season – as a guide 10:00–19:00; many open Sundays in high season, off-season may include midday breaks. 24/7 parking at Parkhaus Serletta nearby.