Swiss watchmaker NORQAIN and the National Hockey League announced a historic multi-year international partnership this week.
NORQAIN becomes the Official Luxury Sports Watch of the NHL, making it the first watch brand to hold this partnership designation.

The announcement came just before the 2025 NHL Global Series kicks off in Stockholm, Sweden this Friday and Sunday.
On November 14 and 16, the Pittsburgh Penguins face the Nashville Predators in two regular season games at Avicii Arena.

Penguins captain Sidney Crosby is a NORQAIN shareholder.
His opponent, Predators captain Roman Josi, also holds shares in the Swiss watch company.

To celebrate the partnership launch, a unique NORQAIN WILD ONE OF 1 watch in 18-carat white gold will be awarded to the Player of the Game at each Global Series match.

The family-owned independent watch company gains full international licensing rights in the United States, Canada, and Europe.

NORQAIN can now use the NHL’s and its 32 teams’ logos and branding in products, retail locations, events, hospitality, media, digitally enhanced dasherboards, and advertising.

The partnership gives NORQAIN major brand visibility during NHL television broadcasts across North America and around the world.

In 2026, the NHL and NORQAIN will introduce a special watch symbolizing the partnership.

NORQAIN’s connection to ice hockey runs deep through its co-founder Mark Streit.

Streit is a hockey legend who joined the company’s Board of Directors when it was founded in 2018.

He enjoyed a distinguished NHL career, becoming the first Swiss-born player to captain an NHL team.

Mark played a key role in developing the NORQAIN x NHL partnership.

Sidney Crosby became a NORQAIN shareholder and now helps grow the brand in North America.

Mark and Sidney are former teammates who share a special bond as 2017 Stanley Cup Champions.

Roman Josi is another NORQAIN shareholder and the current captain of the Nashville Predators.

Kyle McMann, NHL Senior Vice President of Global Business Development, welcomed NORQAIN to the NHL family.

He said the partnership will give NORQAIN incredible brand visibility on NHL broadcasts across the world.

“NORQAIN’s deep history in hockey made them an ideal brand for the League to partner with,” McMann explained.

He looks forward to collaborating with NORQAIN craftsmen to develop individual NHL Club timepieces.

Ben Küffer, NORQAIN Founder and CEO, called the partnership another high point in the company’s story.

He said it marks a milestone in the history of Swiss watch brands in elite-level sport.

“Never before has a watchmaker of our age and size signed a deal with one of the world’s largest professional sports leagues,” Küffer stated.

He thanked Mark Streit, Sidney Crosby, and Roman Josi for their roles in making this partnership possible.

Mark Streit said NORQAIN was built on belief, the quality that unites him with Ben, Roman, and Sidney.

“We dared to dream big, dared to believe that we could challenge the status quo and carve out our own path,” Streit explained.

Sidney Crosby said it makes sense for NORQAIN to partner with the NHL given the company’s history and close ties to hockey.

“There is a real sense of pride and I’m happy to see the NORQAIN story continuing to build through this strong partnership,” Crosby stated.

Roman Josi called this a special day because they’ve been working towards it since founding the company in 2018.

“It’s going to be so much fun going onto the ice together, knowing the NHL and NORQAIN are now partners,” Josi said.

Since 2019, NORQAIN has been the Official Timekeeper of the Spengler Cup, the oldest invitational ice hockey tournament in the world.

The annual event takes place at the end of December in Davos, Switzerland.

The 2025 NHL Global Series Sweden games mark the Pittsburgh Penguins playing abroad for the first time since 2008.

The Nashville Predators join them for the pair of regular season games in Stockholm.

Fans in Sweden can watch the games on TV6 on November 14 at 8 p.m. and November 16 at 3 p.m.

The partnership officially begins with these games, launching a new era for both NORQAIN and the NHL.