Sidney Crosby Joins Swiss Watch Brand Norqain as Shareholder

The NHL legend partners with former teammate Mark Streit to support the hockey-centric luxury watch company’s growth in North America.

Sidney Crosby has officially become a shareholder and business partner in Norqain, a Swiss luxury watch brand co-founded by his former teammate Mark Streit.
Crosby will serve as the face of Norqain in the U.S. and Canada, the company’s largest market, which includes 75 retail locations.
The partnership stems from Crosby’s long-standing relationship with Streit and his passion for watches, which began when he received a Norqain watch at the 2019 NHL All-Star Game.
Norqain, founded in 2018, combines Swiss watchmaking traditions with hockey connections, counting NHL players Roman Josi and Streit among its co-founders.
Crosby has expressed interest in taking on a larger role with Norqain after his hockey career, signaling early steps in his post-career planning.