January 17, 2008

Europe | Switzerland | Verbier

Verbier’s Virgin Territory

By Nicole Cotroneo

Discover why everyone’s flocking to this glamorous Alpine enclave –- for the second time.

view map

With a flurry of chic new lodgings and clubs, Verbier’s making a glamorous comeback. Famous for its world-class off-piste skiing, the Swiss-Alpine wonderland had its heyday in the 80’s, when Fergie (the duchess, not the poptart) was making the rounds as a chalet girl. Since then, such tax exiles as James Blunt and Phil Collins have snatched up real estate here (just before a moratorium put a stop to the “British invasion.”) Now, Sir Richard Branson has just opened the first ski chalet in his elite portfolio of worldwide properties, Virgin Limited Edition. With room for 18 adults and six children, The Lodge has its own spa, skating rink and indoor pool. In winter, the souped-up hideaway goes for $120,000 per week; but come summer, it will operate as a hotel with its nine main rooms going for a more palatable $370 per night.

Branson’s new baby will compete with Hotel Nevaï, a just-opened boutique hotel and spa that leads to an alfresco terrace — after a turn in the Turkish hammam, you can wrap yourself in blankets and sip cocktails in an outside lounge (we understand guests do this for fun). Nevaï has also resurrected The Farm Club (where no doubt you would have found Fergie partying, pre-duchessdom.) But the hottest ticket in town is the new members-only Coco Club with gold-leaf interiors and a drink served in a Swarovski crystal-crusted “volcano.” L’Avalanche is yours for a cool $400 — that is, after you’ve paid your $2,000-per-season dues.