Trademark

When the Tourist Board protected the St. Moritz resort name and had it registered as a trademark in 1987, the tourist industry reacted with incomprehension and head-shaking. It was an authentic innovation, hailed as a pioneering act on the front page of the Wall Street Journal and by other leading business media throughout the whole world. Today, the term “trademark” is also recognized in tourism and included in the basic ABC of vocational college training programmes.

The St. Moritz trademarks of sun and script logo have served to identify the world’s best-known winter holiday destination for almost 80 years. In 1930, they replaced the then Alpine hare symbol and today are the oldest touristic trademarks still in use. Four variations of the sun were protected as early as 1937, the script logo in 1986 – as the world’s first place name which could be registered as such.

In 1987, the heraldic St. Moritz, the yellow and blue “holiday colours” and the positioning slogan “Top of the World”, which were designed by the International Management Group IMG (USA) were added to the sun and script logo. Today, the complete St. Moritz logo is a legally protected and registered quality trademark for up to 15 categories of goods in over 50 countries.
 
With the magical ring of "St. Moritz - TOP OF THE WORLD" and the significance of this trademark, the name alone conveys security, quality, consistency in service, trust, reliability, tradition, expertise and authenticity.
 
The long-term and consistent marketing strategy is one key reason why today St. Moritz is the world’s most famous mountain holiday resort. Its trademark and solid image are among the strongest in the tourism industry. St. Moritz itself has become a mecca for prestigious international brands. Chic boutiques and stores bearing the names of the leading fashion houses are found in a conveniently compact area in the centre of the resort.
 
To protect and foster its good name, St. Moritz has found powerful and high-calibre license partners: the Swatch Group watch brand, Biel; The Marketing Association of German Opticians (MDA); the Domaines Barons de Rothschild (Lafite), Paris - Bordeaux Cuvée St. Moritz; Rätia Energy, Poschiavo – Green Electricity; Forester SA, Mailand - Cosmetics; Café Badilatti, Zuoz and others. Further contracts are in preparation.
 
You will soon find useful documentation on the current marketing strategy of St. Moritz under this heading.