Every now and then, the watch world drops a piece of news that cuts through the noise. Not because it’s flashy or hyped, but because it actually makes sense. NORQAIN partnering with the NHL is one of those moments.
If you’ve been paying attention, you already know NORQAIN isn’t your average Swiss brand. They’re young, independent, and built by people who didn’t just grow up loving hockey. They made NHL history. Co-founder Mark Streit captained an NHL team. Sidney Crosby isn’t just a fan; he’s a shareholder. This isn’t “brand synergy.” It’s literally the company’s DNA.
And now it’s official. NORQAIN is the first watchmaker ever named the NHL’s Official Luxury Sports Watch, a multiyear partnership that spans the U.S., Canada, and Europe. It kicks off during the NHL Global Series in Stockholm, where the Penguins and Predators will face off, and the Player of the Game will be awarded a one-of-one NORQAIN Wild One made in 18k white gold. Not a bad postgame souvenir.
Photo of Mark Streit via NORQAIN
For NORQAIN, this is a massive step up in visibility. For hockey fans, it’s the first time a watch brand with real on-ice roots is stepping onto the league’s global stage. The partnership gives NORQAIN licensing rights across all 32 NHL teams, meaning team-branded pieces (and a special NHL watch planned for 2026) are officially on the way.
And honestly? It tracks. NORQAIN has always operated like a scrappy expansion team with elite talent. Their watches balance Swiss craftsmanship with a sense of adventure and independence. They’ve already proven themselves as the Official Timekeeper of the Spengler Cup, the oldest invitational hockey tournament in the world. This NHL deal just cements what their fans already know. NORQAIN belongs in big arenas.
Photo of Sidney Crosby via NORQAIN
As CEO Ben Küffer put it, “This partnership came about because it makes total sense.” When your founders, ambassadors, and shareholders are legends of the sport, it’s not a sponsorship. It’s a homecoming.
We don’t know what the first official NHL x NORQAIN watch will look like yet, but if their track record is any indication, expect something built for ice, grit, and legacy.
Hockey has its official timekeeper. And the watch world has a new reason to pay attention.
Photo via NORQAIN
