When cows adorned with flowers and the deep sound of “Treichel” bells fill Gstaad’s Promenade, the village takes on a magic all of its own. The Gstaad “Züglete” is more than an alpine descent – it’s a living tradition. Brought to life ten years ago by farmer, yodeller and man of culture Johann von Grünigen, it has become a beloved fixture in the region, linking glamorous Gstaad with its pastoral roots.

Johann von Grünigen, together with his wife Anita and granddaughter Elina, leads his herd through crowds of filming visitors and locals

How did you come up with the idea in 2015? What did you want to achieve?
Johann von Grünigen For 33 winters I have known Gstaad from the driver’s seat of my horse-drawn carriages. Once, the village thrived with local shops, bakeries and restaurants, today boutiques define the scene. They have their place, of course, but you rarely see locals lingering in the centre anymore. My vision was to bring everyone together: villagers, Swiss visitors, and guests from far beyond. What I wanted to showcase was mountain farming as it is truly lived. Not staged, but authentic.

Who is behind the Züglete today?
We are supported by an alliance of the Agricultural Association, the Gstaad village organization, the local business association and the hoteliers’ association, all well-connected. In the organizing committee, dedicated people from the municipality, local clubs and businesses join forces. This alliance ensures that the event remains rooted and authentic, while at the same time professionally organized.

How do you coordinate the herds from different valleys?
The herds arrive from different directions – ­Turbach, Schönried, Gsteig… each with its own timing. To keep order, we stagger their arrival in half-hour intervals. This way, the herds don’t cross paths on the Promenade. 

What does this day mean to you personally?
When I fasten the great ceremonial bells to the cows before the descent, it fills me with joy. A bell may weigh ten or eleven kilos; for a 700-kilo cow, no more than a backpack does for us. The rhythm of the bells seems to carry the animals; they walk with more ease and pride. It is music – for them, and for us as well.

What are your wishes for the future?
As a committee, we have set a clear goal: the “Züglete” should last for thirty years in total, even if there are generational changes within the team. My greatest wish is that both institutions and individuals see how deeply we respect our animals. Walking is good – for cows, as for people. May the “Züglete” always remain true to itself and thus remain a vital part of Gstaad’s identity in the future.

Discover more moments
from ten years of
the Gstaad “Züglete”: