Sidney Crosby Joins Swiss Watchmaker Norqain as Investor and Brand Partner

The NHL legend takes an ownership stake and will lead Norqain's expansion efforts in the U.S. and Canada.

Sidney Crosby has officially become a shareholder and business partner with the Swiss luxury watch company Norqain, focusing on its U.S. and Canada division.
Crosby will serve as the face of Norqain in North America, participating in marketing campaigns and events to promote the brand's growth in these key markets.
His partnership with Norqain stems from a longstanding relationship with co-founder and former teammate Mark Streit, who introduced Crosby to the brand in 2019.
Crosby has been following Norqain's development since receiving an engraved watch at the 2019 NHL All-Star Game and has expressed interest in contributing to the company post-hockey career.
Norqain, founded in 2018, leverages its hockey connections and athlete partnerships, including investments from Gary Neville and Gianluigi Buffon, to expand its global presence.