Hockey Legend Enters Luxury Watch Space

Pittsburgh Penguins captain Sidney Crosby has solidified his off-ice business portfolio by becoming a shareholder and brand ambassador for Norqain, a Swiss luxury watch company co-founded by NHL players. The three-time Stanley Cup winner joins former teammate Mark Streit and Nashville Predators captain Roman Josi in representing the growing brand.

The Perfect Timing of a Hockey Partnership

Crosby first encountered Norqain at the 2019 NHL All-Star Game in San Jose, where the brand served as an NHLPA partner.

"The precision and craftsmanship really resonated with me," Crosby told ESPN. "When Mark approached me about joining their mission to redefine luxury sports watches, it felt like a natural extension of our shared hockey values."

From Teammates to Business Partners

Streit, who won a Cup with Crosby in 2017, emphasized the deliberate process:

"Sid doesn't just lend his name to anything. We spent years discussing Norqain's vision before this partnership materialized. That's what makes this meaningful - it's built on trust and shared standards of excellence."

The watches incorporate innovative materials like:

• Skeletonized movements inspired by hockey's speed
• Carbon fiber cases mirroring stick technology
• Limited edition models featuring team colors

Expanding the NHL's Business Footprint

Norqain's growth strategy includes:

1. NHLPA partnerships since 2018
2. Players-as-investors model
3. Performance-oriented designs appealing to athletes

"This isn't just another endorsement," noted hockey business analyst James Mirtle. "Crosby's equity stake shows how modern athletes are building business empires beyond their playing careers."

Future Horizons

While Crosby remains focused on his 23rd NHL season, Streit sees long-term potential:

"When Sid eventually hangs up his skates, he could revolutionize how hockey players transition into business. This is just the first period of what we can build together."

Norqain's 2025 collection featuring Crosby's signature model launches this fall.