RICHARD MILLE RENEWS ITS VISION OF EXCELLENCE: PARTNERSHIP CONFIRMED WITH THE I.C.E. ST. MORITZ 2026

The I.C.E. St. Moritz, the renowned concours d’elegance held on the frozen lake of the Engadine, returns in 2026 with a major update: the event will take place on January 30–31, moving forward by one month compared to its traditional winter schedule. Despite the date change, one of the most distinctive elements of the event remains unchanged: the strong and prestigious partnership with Richard Mille, which for the fourth consecutive year confirms its role as title sponsor.

The I.C.E. St. Moritz 2026: New Dates, Same Identity

Held on the frozen lake of St. Moritz since its inception, The I.C.E. – International Concours of Elegance – stands out as a unique format among classic car events.
The decision to bring the dates forward to January 30–31, 2026, reflects the desire to ensure optimal ice and weather conditions, preserving the authentic and spectacular experience that has made the event an international icon.

Richard Mille as Title Sponsor for the Fourth Year: A Partnership That Grows Stronger

Since 2023, Richard Mille and The I.C.E. St. Moritz have shared a common vision grounded in elegance, boldness, and technical perfection.
The renewal of this partnership for the fourth year confirms a synergy that goes far beyond simple sponsorship, evolving into a true alignment of values.

Richard Mille embodies the same principles that define the concours:

• pursuit of excellence,
• passion for high-performance mechanics,
• aesthetic refinement,
• continuous innovation.

The Maison’s creations—renowned for their use of motorsport-derived materials and for the balance between lightness and technical complexity—naturally resonate with the classic cars showcased on the ice.

Elegance and Performance: A Shared Language Between Historic Cars and Luxury Watchmaking

The collaboration between the two brands is rooted in a mutual appreciation for beauty, culture, and performance.
Just as Richard Mille watches are considered contemporary engineering masterpieces, the vehicles selected for The I.C.E. represent a timeless heritage of technical and aesthetic excellence.

The concours is not merely a celebration of historic motoring; it is an immersive experience that combines art, design, and lifestyle in one of the world’s most iconic Alpine destinations.

A Growing Cultural Event: The I.C.E. Becomes a Citywide Experience

In recent years, The I.C.E. St. Moritz has evolved from an automotive event into a broader cultural movement.
The program now extends beyond the lake: the entire town of St. Moritz comes alive with initiatives dedicated to art, design, and lifestyle, creating a refined, citywide experience.

This approach is fully supported by Richard Mille, already a partner of major international cultural institutions and a promoter of the dialogue between art, technology, and performance.

Voices of the Protagonists: An Authentic Partnership

Marco Makaus, founder of The I.C.E. St. Moritz, highlights the natural bond between the two brands:

“Both brands are the result of years of preparation, research, and dedication, united by a genuine passion for art—especially the art of motorsport. This shared foundation makes our synergy extremely enjoyable and authentic.”

Peter Harrison, CEO Richard Mille EMEA, reinforces the sentiment:

“We are pleased to continue supporting an event that embodies elegance, precision, and the spirit of excellence. This partnership reflects the craftsmanship and innovation at the heart of our brand.”

The I.C.E. St. Moritz: A Unique Format in the World of Concours d’Elegance

Conceived by Marco Makaus in 2019, The I.C.E. revolutionized the traditional idea of a concours d’elegance: no longer a static exhibition, but a blend of art, sport, and dynamism set in a breathtaking natural environment.
Cars are selected with great rigor, and access is regulated to ensure the utmost respect for the precious Engadine ecosystem.

Richard Mille: A Symbol of Innovation and Boldness in Watchmaking

Founded in 2001, the Richard Mille Maison has redefined contemporary watchmaking with an instantly recognizable architectural aesthetic and continuous research into ultra-high-tech materials.

Its collection—now comprising more than one hundred references—carries forward the revolutionary spirit of the first model, the RM 001: a masterpiece where boldness, craftsmanship, and extreme precision meet.

Toward the 2026 Edition: Elegance, Culture, and Performance on Ice

Anticipation for The I.C.E. St. Moritz 2026 is already building.
The earlier dates and the renewal of the partnership with Richard Mille confirm the evolution of an event that, year after year, strengthens its identity and international relevance.

In the Engadine—among snow, art, and engines—beauty will once again take center stage.