Who:   Upper class locals and tourists who can afford a little bling.
What:   Located in Madrid's chicest neighborhoods, Calle Serrano is the place for designer shopping, expensive jewelry and exploring the city's most sophisticated architecture. Located on the northern-end is the Museo Lázaro Galdiano that contains a number of paintings, clocks, jewelry, gold and silver objects dating back to the 12th century.
Why:   There is plenty to do and see here even if you aren't into fashion.