With the electrification of the western side of the line in 1925, the Simplon again became famous - this time for its reliability, cleanliness, and speed. In 1925, Daniele Buzzi created the first ad for the line which accentuated its electrification. Three years later, Emil Cardinaux, the pioneer of Swiss travel posters, created what became the iconic image of the line, taken from the same spot but from a higher vantage point.

In 1949, the Swiss Federal Railway republished Cardinaux's image with a different title that highlighted the panoramic beauty of the route past the lakeside Chillon Castle near Montreux. In the distance loom the majestic Dents du Midi mountains.