The name Norqain is an initialism, formed out of the keywords that characterise the philosophy of the brand: (always open to the) New, (going through life) Open-minded, (a dose of) Rebelliousness, (enjoying) Quality time, (seeking) Adventure, Independence, and (pride in being a) Niche brand. We could also add Youth, a word and also a state of mind that influences how all the other characteristics of the brand are manifested. First of all, Norqain is one of the newest independent watch brands, founded in Nidau, Switzerland, in 2018 by the Küffer family. Marc Küffer is president of the board of directors, while his son, Ben Küffer, operates as CEO.
Outside of the brand itself — of its management, engineers and watchmakers — Norqain is also represented by its ambassadors. These ambassadors are, as a whole, young and dynamic, promoting the spirit of freedom, uniqueness, independence and authenticity which Norqain espouses. They include elite Swiss and international athletes in the fields such as skiing, football, motorsports and tennis. Swiss hockey player Mark Streit, considered the greatest hockey player to emerge from the country, occupies a privileged spot among the Norqain ambassadors. A watch enthusiast himself, Streit also sits on the Norqain board of directors and was behind the partnership signed just this January between Norqain and the NHLPA (National Hockey League Players’ Association).
The men’s and ladies’ timepieces of Norqain are designed for everyday wear, made in Switzerland in the tradition of Helvetic watchmaking expertise. Over three collections named Adventure, Freedom and Independence, you find reasonably priced three-hand models with the date or chronographs with the date, all water-resistant to 100m. These timepieces are exclusively outfitted with mechanical movements, primarily from ETA, and since the beginning of 2020, two proprietary movements developed in conjunction with Kenissi.
Norqain timepieces are distinguished by their original design elements that can be personalised, making each one unique and authentic to the wearer. The winding rotor can be personalised, as well as a plate on the left side of the watch case, large enough to accommodate a text engraving — a special word or date — that makes each watch a truly customised companion of its owner. A large range of complementary straps and bracelets are available to match the message you want your watch to convey.
Just as the young family brand quickly built up a tribe of ambassadors, its management understood the need to build up a network of prestigious retailers for their customers without delay. Norqain timepieces are available in Switzerland (Bucherer, Michaud, Kirchhofer), Germany (Wempe) and Denmark, but also in the United States (Tourneau, Westime), Dubai (Seddiqi), and Canada. In Japan, where Norqain is a favoured brand, over thirty points of sale can be found.
