Time for a Norqain celly as it pens NHL deal

Swiss watch brand NORQAIN has agreed a multi-year international partnership with the National Hockey League (NHL).

Coming into force on January 1, 2026, Norqain is the first watch brand to sign up to such a partnership with the league.

With Norqain co-founder Mark Streit an NHL legend and shareholder Sidney Crosby the Pittsburgh Penguins captain, the fit feels very natural.

The partnership announcement coincides with the 2025 NHL Global Series in Stockholm, Sweden, where the Penguins (led by Crosby) face the Nashville Predators (captained by another Norqain shareholder, Roman Josi).

Aunique Norqain Wild One of 1 watch in 18-carat white gold will be awarded to the Player of the Game at the end of each Global Series matchup.

The partnership grants Norqain full international licensing rights across the United States, Canada, and Europe. This allows the brand to use the NHL and its 32 teams’ logos and branding on products, at retail points, events, and through various advertising channels, including digitally enhanced dasherboards.