I have long admired my Swiss-Italian buddy, Matteo Zalano, for his joie de vivre and panache. He exudes masculine charisma and old-school flair. When I visited Switzerland, he took me to his favorite Seebäder, one of the au naturel swimming clubs on Lake Zurich. We sat down for a glass of schnapps, and a gaggle of girls chatting in German sauntered past our table. I silently thanked the gods I had remembered my sunglasses.
As we drained our schnapps and admired the mountain-framed lake, I inquired about his new watch, a sleek black band with a skeletonized dial. Its face, an intricate array of exposed gears and springs, looked like a tiny Bugatti engine—Matteo’s ride of choice, fittingly. “Ja, it’s a Norqain,” he told me, lighting a cigar with an easy flourish. “Normally, I wear Patek Philippe for socializing occasions, but I prefer Norqain for swimming.”
One of the women who had walked by kept glancing over. She seemed to recognize Matteo. He flashed his thousand-watt smile and waved, the sunlight glinting off his watch’s sterling silver case. The young woman and her friends swooned.
Glancing down at my trusty but humble Timex, I felt a sudden urge to upgrade. I googled Norqain, expecting to see the prohibitive prices of most Swiss watches. To my pleasant surprise, Matteo’s watch, an Independence Chrono 42mm, was around $6,000—not cheap, but reasonable for a luxury timepiece.
When I looked up from my phone, Matteo had migrated to the ladies’ table and was calling for a chilled bottle of Dom Pérignon P3. I made up my mind: I would splurge on a Norqain.
Photo by Norqain
Norqain’s Origins
Ben Küffer founded Norqain in 2018 with the aim of disrupting one of the world’s most time-honored crafts—the Swiss watch industry. Born into a family with deep roots in watchmaking, Küffer set out to design a timepiece emblematic of Swiss luxury yet affordable enough that the average buyer wouldn’t have to liquidate his 401(k) to acquire one.
Still in his 20s when he launched Norqain, Küffer strove to honor Swiss watchmaking tradition but also embrace innovation and whimsy. An avid skier and outdoorsman, he wanted a luxury watch rugged enough to wear on the slopes and trails. As the brand grew, he enlisted Swiss NHL Hall of Famer Mark Streit to join the company’s board.
While conglomerates own most household-name Swiss watch brands, Norqain remains independent, which Küffer sees as a boon. “When you’re a young independent brand, you have to challenge yourself to push the boundaries of innovation,” he told me. “Norqain carves its own path without the pressure of shareholders that can often limit design and experimentation.”
Like a storied Kentucky bourbon distiller tinkering with Mizunara casks, Norqain understands how to harmonize the tried-and-true with the avant-garde. The traditional motifs of Swiss luxury watches—chain-link bands, minimalist aesthetics, Dauphine hands—are prominent. Even so, the designs look sleek and modern.
Norqain cases are made from NORTEQ, a material Norqain patented that is both shock-resistant and featherlight—three times lighter than titanium, in fact. Norqain sources all of its movements, the intricate gears and calibers that make a watch tick, from Kenissi, the same company that manufactures movements for Breitling and Tudor.
The Independence Chrono 42mm
The Independence Chrono 42mm, the Norqain I purchased, strikes the right balance between timeless design and jaunty flourish. I never tire of lifting my wrist and marveling at the exposed complex gears, some barely perceptible to the eye, in the skeletonized face. Although the case looks hefty, the feather-light NORTEQ makes the watch as comfortable as any I have ever worn. I took advantage of Norqain’s DNA Plate to engrave my initials on the side of the case—a nice touch considering the sizable investment I made. I also appreciate the watch’s sartorial versatility: the black strap and silver case complement a tuxedo just as well as a pair of dark jeans.
My dad is as loyal to Rolex as smokers are to their favorite brand of cigs, but even he admits that my Independence Chrono 42mm holds its own for elegance and craftsmanship with almost any Rollie in his collection. Call it snobbishness, but I get a kick out of wearing brands that are under-the-radar but broadcast connoisseurship even to the untrained eye. Sure, everyone and their brother gets a Rolex or Tag Heuer after a big promotion or milestone birthday, but with Norqain? Well, if you know, you know.
Other Watches from Norqain
While the Independence collection best suited my aesthetic and budget, Norqain has three distinct categories of watches, each of which has its own distinct appeal.
Photo by Norqain
Adventure
These watches are as tough as Navy SEAL issue and still look like a million francs on your wrist. If you seek an elegant timepiece able to withstand high-impact activities like mountain climbing, pond hockey games, or free-for-alls at your local Waffle House, this category is for you. Prices range from $2,720 to $12,990.
Freedom
Inspired by the designs of vintage Swiss watches, Norqain’s Freedom watches are the type of timepiece Sean Connery or Cary Grant might have worn. These watches instantly elevate a business suit or tuxedo. Prices range from $2,190 to $5,590.
Independence
In this category, Küffer gives carte blanche to his designers to pursue innovative designs. Many of the watches in the Independence category have skeletonized faces and straps in eccentric colors. Prices range from $2,290 to $5,590.
