Sidney Crosby Teams Up with Watch Company Founded by NHL Players

Sidney Crosby, known for his precision and timing on the ice for the Pittsburgh Penguins, has become a shareholder and brand ambassador for Norqain, a Swiss luxury watch company. This company was started by former and current NHL players.

Crosby is now in business with Mark Streit, a former NHL defenseman and Stanley Cup winner with Crosby, and Roman Josi, captain of the Nashville Predators and fellow ambassador for Norqain in the U.S. and Canada.

`Having Sid join us is a significant milestone,` Streit mentioned. `Sid embodies important values through his conduct, strong work ethic, and dedication. He always strives for improvement.`

Crosby`s connection with Norqain began at the 2019 NHL All-Star Game when the brand partnered with the NHLPA. He received a watch then and admired both the product and the company`s story.

`Norqain has seen impressive global growth, and I`m excited to support their continued development and collaborate with Mark again,` Crosby stated.

Founded in 2018, Norqain has partnered with the NHLPA for over five years and has a presence at events like the NHL All-Star Game.

Streit, who played in the NHL for 12 years, has a long-standing relationship with Crosby, sharing the same agent, Pat Brisson. When Streit joined the Penguins in 2017, Crosby was the first to welcome him.

`He really took me under his wing, even for a player nearing 40,` Streit recalled.

`Sid and Norqain are a perfect fit because we share similar values. He`s always the first to practice and the last to leave. He`s driven to win and constantly improve,` Streit explained. `Building a new brand in this industry from the ground up is a real challenge.`

Streit and Crosby kept in touch after Streit`s retirement. The watch business was a frequent topic, but Crosby took time to commit to Norqain.

`He`s selective about his partnerships. This wasn`t a quick decision, which is positive because commitment and trust are essential in partnerships,` Streit said.

Now that Crosby is involved, Streit hopes he might take on a bigger role in the future, after his hockey career.

`Right now, his priority is the Pittsburgh Penguins and winning another Stanley Cup. But in the future, maybe in a few years, there will be opportunities for him to become more involved with the company,` Streit concluded.