LICENSED PRODUCTS AND LICENCEESOur seal of our approval
The St. Moritz logo and slogan are protected and listed as registered trademarks. The brand is owned by the St. Moritz Tourist Board, which is responsible for issuing licences to local and international companies.
Skis, champagne and coffee. Watches, wine and home fragrances. A wide array of international companies use the St. Moritz name for their products. Though it should come as no great surprise: the name helps them to benefit from excellent brand recognition and St. Moritz’s prestigious reputation around the world. To prevent its good name from being exploited, St. Moritz was the first geographical location to register as a trademark in 1986 and its name is now protected in around 50 countries. Since then, the brand’s owner, the St. Moritz Tourist Board, has been issuing licences to interested companies and their products, with different licences available for various categories.
Use of the brand by local tourism providers
Use of the brand for tourism services is free-of-charge for local residents, companies, associations, event organisers and public authorities in St. Moritz. Users are required to meet the high-quality service standards associated with the brand strategy and regulations and the services offered must be subject to taxation in St. Moritz. Furthermore, all applicants must be members of the St. Moritz Tourist Board.
Use for non-tourism-related services
Use of the St. Moritz brand for goods and services outside of the tourism industry requires written approval. Restricted licences can be issued for use solely in St. Moritz. Any use outside of St. Moritz must be governed by a corresponding, more detailed licensing agreement. Licences are granted at the St. Moritz Tourist Board’s discretion.