Cover Tobias Küffer, vice president, Norqain
Tobias Küffer, vice president, Norqain
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Discover how Norqain’s family heritage and innovative designs have culminated in the Wild One of One, a watch that empowers wearers to create a truly unique piece of art on their wrist
In the competitive world of luxury watches, Norqain has carved out a niche as a challenger brand, offering customers a personalised experience that sets them apart from traditional players. During the recent launch of its Wild One Skeleton at Sincere Fine Watches Pavilion KL.I recently spoke with Tobias Küffer, the vice president of Norqain, to delve into the brand’s philosophy, its innovative Wild One of One watch, and what the future holds for this burgeoning label.
Founded in 2018 by Tobias’ brother Ben, Norqain has quickly established itself as an independent watchmaker dedicated to offering alternatives below 10,000 Swiss francs. With a family legacy steeped in horology—Tobias and Ben are third-generation watchmakers—their commitment to craftsmanship runs deep. “My grandfather was a watchmaker, and our father produced luxury watches for 45 years,” Tobias shared. “For us, growing up, it’s really in our blood.”
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This familial connection extends to the brand’s approach to customer engagement, focusing on creating timepieces and delivering a memorable experience. “Customers aren’t just looking for watches anymore; they want an experience,” Küffer noted.
One of Norqain’s most ambitious projects to date is the Wild One of One, a watch that redefines customisation in the industry. Developed in collaboration with industry luminary Jean-Claude Biver, the Wild One features a modular case design consisting of 25 individual pieces. This innovative construction allows for an unprecedented level of personalisation, offering over 3.5 million possible configurations.
He explained that the journey to the Wild One of One began with developing the Wild One itself, which took two years. “When we saw the modularity of this case construction, that’s where the seed was planted for true customisation,” he said. Following its initial launch, the team spent another two years fine-tuning the customisation process to ensure it met their high standards.
Above The Norqain Wild One Skeleton 42mm Coral
Above The Norqain Wild One Skeleton 42mm Coral recently launched at Malaysia and is available at Sincere Fine Watches Boutique in Pavilion Kuala Lumpur and Suria KLCC
The Norqain Wild One Skeleton 42mm Coral
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The reception at the Watches and Wonders exhibition in Geneva, where the Wild One of One was unveiled, exceeded their expectations. “Our booth was always packed, and people loved interacting with the Configurator,” Küffer remarked, highlighting the importance of retailer involvement in the project. Each retailer has access to a separate Configurator website, encouraging customers to engage with the brand in-store.
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Above Tobias is the brother of Ben Küffer, who is the CEO of Norqain
Tobias is the brother of Ben Küffer, who is the CEO of Norqain
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With such a vast array of customisation options, maintaining quality is paramount. Küffer revealed that every watch leaving the factory undergoes rigorous checks, and both he and his brother personally oversee the final products. “If ever there was something we wouldn’t be happy with, we’d let the customer know and take a bit more time to perfect it,” he assured.
The speed of delivery is another point of differentiation for Norqain. With a three-month delivery time—compared to the six to nine months typical for many competitors—Küffer credits the family’s extensive network within the industry. “We have very good relationships with leading suppliers, which was crucial for this project,” he noted.
Above The Norqain Wild One Skeleton 42mm Gecko
The Norqain Wild One Skeleton 42mm Gecko
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When discussing popular customisation trends, Küffer mentioned that many clients opt for personalised engravings, including family photos and significant dates. This deepens customers' emotional connection with their timepieces, transforming a luxury item into a cherished heirloom.
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Looking ahead, Küffer expressed optimism for Norqain’s evolution. “We always want to keep challenging ourselves,” he stated, mentioning upcoming innovations and strategic partnerships set to expand their reach. The launch of a new manufacture calibre and initiatives in the UK and Switzerland signal an exciting future for the brand.
In a landscape dominated by established giants, Norqain’s commitment to personalisation, quality, and customer experience positions it uniquely as a forward-thinking alternative in the luxury watch market. As the Wild One of One continues to garner attention, it embodies the brand’s ethos of independence and innovation, resonating with a new generation of watch enthusiasts.
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Images: Norqain
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Sim Wie Boon is the general manager of Tatler Malaysia. Previously the print and digital editor, Sim hails from the land of the hornbills, Sarawak. Sim is now based in Kuala Lumpur and brings more than a decade of experience in the media industry as a journalist and broadcast producer.
As a self-proclaimed geriatric millennial, he appreciates the finer things in life, from savouring a sip of single malt whisky to relishing in the deliciousness of char siew. While reminiscing about the indie-sleaze era, Sim now finds solace in the soothing tunes of ambient music, staying active through running and occasionally succumbing to the addictive world of doom scrolling.
Follow him on Instagram or Threads at @simwb
