By the 1930s, a large “G” was a natural identifier for the all-year resort at Gstaad, which boasted one of the largest ski areas in the Alps. Tourism had begun in the charming mountain town around 1905 when the Montreux-Oberland Bernoise railway reached Gstaad, and several ski trails were opened. By 1913 the stately Gstaad Palace was built, the town’s first grand hotel, and tourism grew rapidly through the 1920s. In 1936, about the time of this poster, the first ski lifts were constructed in Gstaad, and by the Sixties, the town became what was considered the most exclusive and fashionable destination in the world.  Gstaad's special status continues to this day.