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Norqain becomes the official luxury watch of the NHL

A new era: Norqain's landmark partnership with the National Hockey League

By Triston Brewer Published November 14, 2025

Norquain + NHL — Norquain

Independent Swiss watchmaker Norqain has pulled off a masterstroke of marketing genius with the announcement of a multiyear international partnership, officially being named the Official Luxury Sports Watch of the National Hockey League. This momentous collaboration propels the dynamic microbrand onto a world stage, connecting the world of haute horology with the raw, high-energy spectacle of professional ice hockey. The partnership allows Norqain expansive international licensing rights to incorporate the iconic branding of the NHL and its 32 teams directly into its product development, retail presence, and exclusive event programming, marking a new era of sophisticated synergy between precision engineering and athletic excellence.

A partnership rooted in horological authenticity

This collaboration is a union built on a foundation of genuine passion and shared history. Norqain’s very DNA is intertwined with professional hockey for years, having been co-founded in 2018 by Ben Küffer and former New York Islanders captain Mark Streit. This authentic connection is further cemented by the brand’s shareholders, which include hockey greats Sidney Crosby of the Pittsburgh Penguins and Roman Josi of the Nashville Predators. This relationship ensures the partnership resonates with a credibility that embodies a true meeting of minds and spirits.

Microbrands making macro moves

The scope of this agreement represents a significant milestone within the horological landscape. For Norqain to secure a partnership with one of the world’s largest and most prestigious professional sports leagues is an unprecedented achievement. While the first official timepiece born from this alliance is slated for next year, the brand’s presence will be immediately felt by a global audience through televised NHL games and associated media.

A powerful statement combined with a strategic brilliance

The Norqain and NHL partnership masterfully leverages authentic relationships to access a passionate international community, perfectly aligning the resilience of a hockey champion with the premium elegance of a Swiss sports watch. This is more a declaration of Norqain’s arrival in the big leagues, setting a formidable precedent for how independent watchmakers can compete on the world’s most prestigious sporting stages.

Triston Brewer is a journalist, creative director, stylist, fashionisto, and jetsetting digital bon vivant. Brace yourself!

Topics

Watches

Fashion & Style

Swatch’s new gold MoonSwatch is priced like it’s 1969

The Mission to the Moon 1969 packs 11 grams of real 18K gold — priced at the 1969 gold rate.

Wristwatch, Arm, Body Part

Guess what? It's another MoonSwatch — but this isn't just another colorway. The new drop from the Switzerland-based watchmaker, the MoonSwatch Mission to the Moon 1969, is the first to use real gold across the dial, hands, crown, and pushers.

The watch marks the anniversary of the Apollo 11 landing on July 21, 1969.

Fashion & Style

Breitling’s new Top Time is a wearable tribute to the Aston Martin DB5

The new watches rep the iconic Bond car right down to subdials shaped like its dashboard gauges.

Car, Watch, Man

Breitling just released a trio of heaters: the Top Time B01 Chronograph 41 Tribute to Aston Martin DB5, a three-edition collaboration with the British carmaker. The connection between the Swiss watchmaker and the British car company runs back to 1965, when a Top Time ref. 2002 appeared on Sean Connery's wrist in Thunderball, worn alongside the DB5 — the first Q-modified watch in the Bond series. It's a nice bit of trivia that the DB5 and that Top Time shared the screen in the same film, and both went on to outlive the movie by decades.

The car cues go deeper than the "squircle" gauge-shaped subdials: a wooden inner ring nods to the DB5's steering wheel, and each edition rides on a hand-colored gradient calfskin strap meant to read like automotive upholstery. All three run on Breitling's in-house Manufacture Caliber 01, a COSC-certified automatic chronograph with a 70-hour power reserve, visible through a sapphire caseback and finished with an Aston Martin-engraved rotor. The case measures 41mm. The editions are divvied up by material and rarity. Stainless steel with a silver dial is limited to 1,022 pieces and sticks closest to the original ref. 2002, while steel with a platinum bezel and black lacquered dial drops to 315 pieces.

Fashion & Style

Look to the sky for these space themed watches

These 5 space themed watches will have you seeing stars

Accessories, Strap, Wristwatch

It was the 1960s. We were in the middle of a Cold War with Russia, and instead of escalating to an actual war with bullets and bombs, we took the conflict to the sky. We created a war of economics, science, and morale in a race to the sky to be the first nation to reach the moon. While the race picked up throughout the decade, it came down to the wire before the USA won the race by landing on the moon (if you believe that sort of thing and don't believe Stanley Kubrick directed the greatest ruse of all time). In any case, no race can be run without a good timekeeper. And watches were a must-have for all involved. Ever since, chronophiles like me have been obsessed with space-themed watches and, in particular, moon mission watches.

That is why I happened to have this list in my head. Five watches that bring the space race and the great beyond to the forefront of thinking to build a collection that is out of this world.