What's Happening?
Swiss watchmaker NORQAIN, in collaboration with the NHL, has unveiled the Adventure Chrono 41mm NHL Limited Edition timepiece. The launch took place at Raymond James Stadium, ahead of the 2026 Navy Federal
Credit Union NHL Stadium Series game between the Boston Bruins and Tampa Bay Lightning. This luxury sports watch is designed to pay homage to hockey, featuring unique elements such as a rubber strap made from recycled hockey pucks and a seconds counter formed by two rotating hockey sticks. The NHL shield is prominently displayed at the six o'clock position and engraved on the caseback. A total of 1,917 watches have been produced, symbolizing the year the NHL was founded. Former NHL defenseman and NORQAIN co-founder Mark Streit highlighted the innovative design elements of the watch, particularly the rotating hockey sticks used for the seconds counter.
Why It's Important?
The collaboration between NORQAIN and the NHL represents a significant marketing opportunity for both entities, particularly in the U.S. and Canadian markets where hockey has a strong fan base. The limited-edition watch not only serves as a collector's item for hockey enthusiasts but also strengthens the brand presence of NORQAIN in North America. This partnership highlights the growing trend of sports leagues collaborating with luxury brands to create exclusive merchandise that appeals to fans and collectors alike. The watch's unique design elements, which incorporate aspects of the sport, enhance its appeal and marketability.
What's Next?
The limited-edition timepiece is expected to attract significant interest from hockey fans and collectors, potentially leading to a quick sell-out. NORQAIN and the NHL may explore further collaborations in the future, leveraging the success of this launch to create additional products that celebrate the sport. The watch's release could also inspire other sports leagues to pursue similar partnerships with luxury brands, expanding their merchandise offerings and reaching new audiences.
