Swiss Timekeeping Skates Into the NHL: The Match You Never Saw Coming
NORQAIN joins the NHL in a partnership that unites Swiss craftsmanship with the passion and precision of elite hockey.
In a move that signals both ambition and authenticity, Swiss watchmaker NORQAIN has become the Official Luxury Sports Watch of the National Hockey League.
It is a multiyear partnership shaped by shared ideals of passion, precision and performance, and one that brings together the spirit of elite sport with the meticulous world of fine Swiss horology.
For NORQAIN, hockey is a deep rooted influence woven into the brand’s identity from its inception. Co-founder and Board Member Mark Streit, one of the most respected players in modern NHL history, has been instrumental in forging the connection.
Alongside him, Pittsburgh Penguins captain Sidney Crosby and Nashville Predators captain Roman Josi strengthen the bond even further. Both are shareholders and long-standing Ambassadors whose careers exemplify leadership, discipline and the relentless pursuit of excellence.
This new partnership is therefore not merely strategic. It is personal. It signals a union between two worlds that share the same values: resilience under pressure, innovation guided by purpose and the courage to pursue an independent path.
NORQAIN sees the collaboration as the start of a remarkable chapter, one that amplifies the brand’s commitment to create timepieces for individuals who embrace challenge and live life with conviction.
Mark Streit reflects on the significance of this moment with a sense of pride. For him, the NHL represents the pinnacle of aspiration for young athletes, and that spirit of belief mirrors the ethos that shaped NORQAIN.
He speaks of a company built on the willingness to dream boldly and to challenge convention, an approach that will continue to define its future as the partnership evolves.
Sidney Crosby shares this sentiment, noting that NORQAIN’s roots in hockey give the collaboration an authenticity that cannot be replicated. For him, the partnership feels natural and deeply meaningful, a continuation of a story already defined by shared history and mutual respect.
Roman Josi echoes the theme of unity, emphasising the alignment between the high-performance culture of the NHL and NORQAIN’s commitment to excellence. For Josi, this new alliance celebrates both community and ambition and reinforces a philosophy of forging one’s own path.
It is, as he says, a proud moment for those who identify with the brand’s bold and independent spirit.
For the global community of watch collectors and connoisseurs, particularly those with an appreciation for sport and craftsmanship, this collaboration positions NORQAIN as a brand ready to elevate its international presence.
It also highlights a growing appetite within the luxury sector for partnerships that feel purposeful rather than merely promotional.
As NORQAIN steps onto a larger stage, the message is clear. This is a brand driven by ambition, defined by excellence and inspired by the very game that helped shape its identity.
The partnership with the NHL marks the beginning of an exciting new era, one that promises innovation, authenticity and an unwavering commitment to performance at the highest level.
