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It may be a winter sport, but hockey is suddenly hot again, thanks to the popularity of shows like Heated Rivalry and a new crop of hockey hunks that are taking the on-ice sport viral online.
And while NBA and NFL stars have frequently shown off their fits in their weekly “tunnel walks,” NHL players are getting in on the fashion action as well, with stars like Blackhawks poster boy Conor Bedard shilling for lululemon and New Jersey Devils forward (and Team USA athlete) Jack Hughes recently announced as a brand ambassador for Polo Ralph Lauren, leading up to this spring’s Winter Olympics.
One of the biggest fashion partnerships in the NHL is with NORQAIN, a Swiss watch brand that’s become the official luxury sports watch partner of the NHL. There’s some hockey pedigree in this accessories brand too, as NORQAIN is owned by two-time league MVP Sidney Crosby, four-time All-Star Roman Josi and former Stanley Cup champion, Mark Streit.
The three are best known for their playmaking on the ice, but they’re also increasingly cited in fashion magazines, blogs and social media posts for their style. And if NORQAIN watches are good enough for “Sid the Kid” and “Jos,” well, they’re good enough for us to check out.
NEW RELEASE
NORQAIN Wild ONE Skeleton Watch in Yellow Gold
Limited to 50 units
Like the NHL players behind it, NORQAIN’s line of luxury watches merge fine craftsmanship and design with athletic performance.
This limited-edition “Skeleton” model, for example, features an open-face design that lets you see the intricacy of its inner workings and mechanics. The dial is surrounded by a solid 18ct yellow gold that’s shock-absorbant and impact-resistant, while the bottom of the watch is made from an ultra-light and durable carbon fiber material. This timepiece is limited to only 50 pieces.
NORQAIN makes some relatively more affordable watches too, including this Adventure Sport 42mm model below. As the name implies, the handsome watch is designed for adventure as much as it is designed for looks.
ALSO AVAILABLE
NORQAIN Adventure Sport Watch
This watch features a stainless steel case, stainless steel bezel with black ceramic ring, and an anti-reflective, scratch-proof and double-domed sapphire glass. Customers have their choice of a stainless steel, rubber or fabric strap.
In addition to the scratch-proof and impact-resistant shell, the watch itself is water-resistant up to 100m. The NORQAIN pattern dial, meantime, is inspired by the Swiss mountains.
A number of NHL players have been spotted wearing NORQAIN watches, including Crosby, Josi and Streit. Pittsburgh Penguins captain Crosby wears the NORQAIN Wild One Skeleton in turquoise and the 43mm Freedom 60 Chrono in black; Nashville Predators captain Josi wears the 42mm Wild One Skeleton in grey; and Streit favors the Adventure Sport Chrono, which is a rugged 44mm watch designed for sports and the outdoors.
Growing up in Switzerland — home to some of the finest watchmakers in the world — Josi and Streit were well-versed in luxury watches as teenagers, even if their paychecks couldn’t afford them just yet. Once Streit retired from the league in 2018 — after winning the Stanley Cup with the Penguins in 2017 — he went “all-in on the industry his country is famously known for.”
“For most young hockey players, the dream is to play in the NHL and only the very best get to make a career out of it,” he says in a press release. “NORQAIN was built on belief, the first quality that unites Roman, Sidney and me. We dared to dream big, dared to believe that we could challenge the status quo and carve out of own path and make our mark.
Since launching in 2018, NORQAIN has also attracted other athlete and celebrity fans, including fellow NHL star Kevin Fiala, Swiss tennis player Stan Wawrinka, and even Mark Wahlberg. The watch may not be as well-known or as flashy as a Rolex or Patek, but it’s achieved that holy grail “if you know, you know” status, thanks to its loyal following. And with multiple silhouettes, color combinations, sizes and price points, there’s a NORQAIN watch for everyone (they even make women’s watches).
As for the new NHL partnership, NORQAIN says the multi-year deal is “built on shared values of passion, precision, and performance.”
“From the rink to the heart of Swiss craftsmanship, we share the same values: resilience, innovation, and the courage to carve our own path,” the company says. “Becoming the Official Luxury Sports Watch of the NHL is not just an achievement — it’s a celebration of a shared mindset and the beginning of an extraordinary new chapter for NORQAIN.”
