Via Serlas
St. Moritz's premier luxury shopping street, lined with world-renowned designer boutiques and elegant architecture.
Highlights
Must-see attractions
Social
From TikTok & Reddit
Best Time
Sunny and vibrant atmosphere
Via Serlas
Best Time
Sunny and vibrant atmosphere
Highlights
Must-see attractions
St. Moritz's premier luxury shopping street, lined with world-renowned designer boutiques and elegant architecture.
"Via Serlas is the heart of luxury shopping in St. Moritz, a street of pure elegance and high-end brands."
Window Shopping Delight
Even if not buying, enjoy the stunning displays and aspirational window shopping. :moneybag:
Dress the Part
Embrace the chic vibe; many visitors dress stylishly for the occasion. :dress:
Highlights
Discover the most iconic attractions and experiences
Designer Boutiques
Via Serlas
Explore flagship stores of world-renowned luxury brands. A shopper's paradise.
Architectural Charm
Via Serlas
Admire the elegant architecture of the buildings lining this exclusive street.
St. Moritz Atmosphere
Via Serlas
Soak in the sophisticated ambiance of this famous Swiss resort town.
Plans like a pro.
Thinks like you
Planning Your Visit
Luxury Shopping & Strolling
Evening Ambiance
Best Times
Insider Tips
from TikTok, Instagram & Reddit
Window Shopping Delight
Even if not buying, enjoy the stunning displays and aspirational window shopping. :moneybag:
Dress the Part
Embrace the chic vibe; many visitors dress stylishly for the occasion. :dress:
Explore Beyond Boutiques
Don't forget to look up and appreciate the beautiful buildings and mountain views. :mountain_snow:
Check for Events
St. Moritz hosts events; check local listings for any happenings on Via Serlas. :calendar:
Tips
from all over the internet
Window Shopping Delight
Even if not buying, enjoy the stunning displays and aspirational window shopping. :moneybag:
Dress the Part
Embrace the chic vibe; many visitors dress stylishly for the occasion. :dress:
Explore Beyond Boutiques
Don't forget to look up and appreciate the beautiful buildings and mountain views. :mountain_snow:
Check for Events
St. Moritz hosts events; check local listings for any happenings on Via Serlas. :calendar:
What Travellers Say
Reviews Summary
Via Serlas is celebrated as the epitome of luxury shopping in St. Moritz, boasting an impressive array of high-end designer boutiques. Visitors appreciate the sophisticated ambiance and elegant architecture, making it a beautiful place for a stroll. While primarily a shopping destination, its charm extends to its role in the overall glamorous experience of the resort town.
What People Like
What People Dislike
Frequently Asked Questions
🚇 🗺️ Getting There
Via Serlas is the main street in the heart of St. Moritz. If you're in the town center, you can easily walk there. If arriving by train, it's a short bus ride or a pleasant walk from the St. Moritz train station. Many hotels, like Hotel Grace La Margna, are located directly on or near Via Serlas.
Yes, Via Serlas is accessible by car, but parking can be challenging and expensive in St. Moritz, especially during peak season. It's often more convenient to use public transport or walk once you're in the town center.
Walking is the best way to explore St. Moritz town and Via Serlas. The town is compact, and you can easily discover its charm on foot. Consider using local buses for longer distances within the resort.
🎫 🎫 Tickets & Entry
No, Via Serlas is a public street and does not require an entrance ticket. You can stroll along it freely at any time.
Via Serlas itself is always accessible as it's a public street. However, the individual luxury boutiques will have their own operating hours, typically closing in the early evening and on Sundays.
There are no admission fees to walk along Via Serlas. The costs are associated with any purchases you might make at the high-end shops located there.
🍽️ 🛍️ Shopping & Dining
Via Serlas is renowned for its luxury designer boutiques, featuring international brands in fashion, jewelry, and accessories. It's a prime destination for high-end shopping. 
While Via Serlas is primarily known for its luxury retail, you can find upscale dining options and cafes in the vicinity or within the hotels located on or near the street.
Expect premium and luxury price ranges, as Via Serlas hosts high-end designer brands. It's a destination for those seeking exclusive and expensive items.
📸 📸 Photography
Capture the elegant streetscape, the impressive architecture of the boutiques, and the sophisticated atmosphere. The entire street offers picturesque views, especially with the backdrop of the Alps.
Yes, photography is generally allowed on Via Serlas for personal use. However, always be mindful of private property and consider asking permission if you plan to photograph inside stores.
For Different Travelers
Tailored advice for your travel style
Luxury Shoppers
+1 Many visitors find the service impeccable, adding to the overall sense of exclusivity. Pro-tip: If you're looking for specific high-end items, research which brands have boutiques on Via Serlas beforehand to maximize your time. Even if you're just browsing, the window displays are a feast for the eyes.
Style-Conscious Visitors
Many visitors enjoy dressing up to match the town's glamorous reputation. Recommendation: Combine your walk along Via Serlas with a visit to a charming cafe nearby for a coffee or aperitif, and enjoy people-watching in this exclusive setting.
Deep Dives
In-depth insights and expert knowledge
The Luxury Retail Experience
+1 The experience is not just about purchasing; it's about immersing yourself in an atmosphere of exclusivity and sophistication. Even if your budget doesn't stretch to a purchase, the window displays are works of art in themselves, showcasing the latest collections and craftsmanship. Many of the boutiques are housed in beautiful, historic buildings that contribute to the street's overall charm. The architecture itself is a draw, blending traditional alpine aesthetics with elegant design. This makes Via Serlas a visually appealing destination for a leisurely stroll, even for those not actively shopping.
The street is meticulously maintained, reflecting the high standards of the resort town. It's a place to see and be seen, with visitors often dressing in chic attire to match the surroundings. Beyond the Boutiques: St. Moritz Charm
Taking a walk along Via Serlas offers a chance to absorb the sophisticated ambiance of this world-famous resort. You can admire the elegant hotels, the well-kept public spaces, and the breathtaking mountain scenery that surrounds the town.Consider combining your visit to Via Serlas with other St. Moritz activities. Explore the nearby lakefront, take a scenic cable car ride for panoramic views, or visit the Olympic Museum to learn about the town's sporting heritage.
The town center, where Via Serlas is located, is very walkable, allowing you to easily discover its hidden corners and enjoy the crisp mountain air. Evenings can offer a different, more tranquil experience, with the street lights casting a warm glow on the elegant facades. 
Social
from TikTok, Instagram & Reddit