Norqain partners with NHL to elevate brand through international sports sponsorship

Swiss independent watchmaker Norqain has agreed a multi-year partnership with the National Hockey League (NHL), positioning the brand as the league’s official luxury sportswatch across the United States, Canada, and Europe. The deal grants Norqain full international licensing rights to use the NHL and all thirty-two team logos in products, retail activations, events, and media campaigns.

Founded in 2018 by Switzerland’s Küffer family, Norqain has consistently aligned itself with professional sport, building a reputation for performance-oriented timepieces. Co-founder Mark Streit, a former NHL player and Stanley Cup winner, remains actively involved alongside notable shareholders including Pittsburgh Penguins captain Sidney Crosby and Nashville Predators captain Roman Josi. 

The brand’s “Wild One” sportswatch, developed with Swiss watch executive Jean-Claude Biver, highlights Norqain’s dedication to combining craftsmanship with sport-focused storytelling.

Kyle McMann, NHL Senior Vice President of Global Business Development, noted the partnership will deliver extensive brand visibility on international NHL broadcasts, reaching millions of fans across North America and Europe. Norqain’s involvement in hockey previously included the Spengler Cup and NHL All-Star Game, but the new agreement represents a significant step into mainstream professional sports sponsorship.

The sponsorship aligns with broader trends in the luxury sportswatch market, where Swiss brands increasingly leverage high-profile sports partnerships to amplify international reach. 

The NHL, one of the top four professional leagues in North America, generates annual revenues of approximately $6.6 billion (€5.68 billion) with in-person attendance exceeding 22 million, offering brands exposure to a large and engaged audience, particularly in its primary US market.

Discover how Norqain is leveraging the NHL partnership to strengthen its international presence and connect with sports audiences in the full story.