ON THE SUBJECT OF INDEPENDENCE

THE FAMILY-OWNED, NIDAU-BASED WATCH BRAND NORQAIN IS STEADILY RISING IN PROMINENCE, ESPECIALLY IN THE WORLD OF SPORTS. I SPEAK TO VICE-PRESIDENT TOBIAS KÜFFER ABOUT THE BRAND THAT HE AND HIS BROTHER BEN HAVE BUILT.

- SUFFIAN HAKIM

SINCE ITS FOUNDING IN 2018, NORQAIN has rapidly ascended the ranks of independent Swiss watchmaking.

They've done this with a deceptively simple strategy: prioritising long-term growth over fleeting marketing trends. Under the leadership of founder Ben Küffer and vice-president Tobias Küffer, the brand has nearly doubled its retail footprint, scaling from 250 points of sale in late 2023 to a projected 450 by the end of 2026.

This physical expansion is backed by placements in retailers like Bucherer and Seddiqi & Sons, and a sharp increase in digital engagement. Recent data revealed its web traffic outperforming the luxury sector median by over 300 per cent. This momentum has seen total brand revenue more than double since 2023, signalling a successful transition from a niche startup to a serious contender in the luxury horology space.

What truly sets Norqain apart is its high-stakes partnership strategy, which Tobias describes as "punching way above our weight". By converting legendary figures like Gianluigi Buffon and Gary Neville into shareholders rather than just ambassadors, the brand has secured long-term commitment and strategic local insights for its regional subsidiaries. This approach reached a fever pitch with the signing of a landmark deal as the Official Watch of the National Hockey League (NHL).

I wanted an inside look at Norqain's trajectory and arranged for an interview with Tobias. Prior to his current role, he built his horological pedigree at brands such as Louis Erard and gained experience in high-end watch manufacturing. But it is in Norqain that his knowledge and expertise shone, evidenced by the brand's recent success.