The spectroscopy of Cu+ ions embedded in an alkaline earth fluoride (CaF2) is reported for the first time. The absorption, emission and excitation spectra, as well as the lifetimes have been studied as a function of the temperature. It is shown that Cu+ ions occupy non-centro-symmetric sites. Furthermore, the analysis of the polarization dependence of two-photon absorption shows that, in fact, Cu+ ions appear to be located at sites of nearly cubic symmetry, in off-centre positions in the cube. The 1E and 1T2 singlet states are responsible for the main absorption in the near-UV range, and the emitting level is shown to be the 3T2 triplet state. This state is in fact split by the spin-orbit coupling into four components, but two close sub-levels could be responsible for the strong temperature dependence of the lifetime in the low-temperature range.