This graceful elevation! This majestic elegance! It doesn't matter how often you have marvelled and admired the 4478-metre-high rock body - you will fall for its attraction again and again. Despite all Helvetian modesty, there is no other way to say it: yes, the Matter horn is the most beautiful mountain in the world! And whoever is beautiful will be desired. That's why the "Horu", as the local Valaisans call the landmark, adorns consumer products such as Belgian gin, Canadian beer, Italian men's swimming trunks, American beer cream - and of course, delicious Swiss chocolate.