By 1900, St. Moritz had become one of the exclusive mountain resorts that would fuel Switzerland's renown as the "Playground of Europe." Because it is blessed with 300 days of sunshine, St. Moritz became especially popular with British aristocrats who wished to escape rainy England for a winter in the sunny Swiss Alps.
In 1930, the resort capitalized on this by creating a smiling sun logo which appeared in many of its posters and promotional materials. This anonymous classic, one of the earliest uses of photomontage in travel posters, is thought to be created by famous designer Walter Herdeg. This is the rare and spectacular large 35 x 50 inch format.