Occasionally, a watch industry collaboration stands out from endless marketing hype — genuine, fitting and deeply rooted in shared passion. Such is the landmark alliance between Swiss watchmaker NORQAIN and the NHL.Far from an ordinary Swiss watch label, NORQAIN is an independent young brand closely tied to ice hockey culture. Its co-founder Mark Streit once served as NHL team captain, while ice hockey superstar Sidney Crosby is not merely a brand supporter but also a company shareholder. Hockey is never just a crossover theme for NORQAIN; it lies at the very core of its brand spirit.
The partnership is now officially confirmed: NORQAIN has become the first official luxury sports watch partner of the NHL, covering markets across America, Canada and Europe. The cooperation debuts at the NHL Global Series in Stockholm. Outstanding game players will be presented with exclusive 18K white gold limited-edition NORQAIN Wild One timepieces.
This landmark deal greatly elevates NORQAIN’s global influence, bringing fans a watch brand truly bred from ice hockey culture. NORQAIN has obtained authorized rights for all 32 NHL teams, with team-themed watches and a special co-branded model set to launch in 2026.
Consistent with its tough, adventurous brand temperament, NORQAIN blends exquisite Swiss watchmaking with bold sporting spirit. It previously served as official timekeeper for the world’s oldest invitational ice hockey tournament, and this NHL cooperation further consolidates its status in the sports watch field.
As brand CEO Ben Küffer stated, this partnership stems from natural resonance rather than commercial gimmicks. With founders and core members deeply embedded in ice hockey circles, the collaboration feels more like a heartfelt reunion than a simple business sponsorship.
Though the specific design of the first NHL joint watch remains undisclosed, judging from NORQAIN’s consistent style, the upcoming piece will surely carry the toughness, passion and timeless legacy of ice hockey.
Now the NHL has its dedicated official timekeeper, and the horology world welcomes another compelling sports watch force.
