Cover Norqain’s vibrant and unique collections on display at their new boutique in Lucerne’s The Watch House (Photo: courtesy of Norqain)
Norqain’s vibrant and unique collections on display at their new boutique in Lucerne’s The Watch House (Photo: courtesy of Norqain)
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Norqain creates unique, sporty timepieces that are made by and for challengers
“We always say we have to be challengers,” Norqain vice president Tobias Küffer declares. Heading into the watchmaking industry is not an easy task, what with the innumerable revered names that have been around for centuries. “We want to do new things, fun things, be a bit different—a breath of fresh air.”
That is exactly what the manufacture has accomplished, as its vibrant and sporty collection, designed to endure and stand out, arrives at Lucerne’s the Watch House in Bonifacio Global City. Founded in 2018, Norqain set out to challenge the status quo, but in Küffer’s words, “without trying to reinvent the wheel.” They would be a dynamic alternative that everyone would look to with excitement and anticipation.
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Forever challengers
Above Tobias Küffer, vice president of Norqain (Photo: courtesy of Norqain)
Tobias Küffer, vice president of Norqain (Photo: courtesy of Norqain)
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As a relatively young brand, Norqain’s main advantage lies in its being family-owned (his brother, Ben Küffer, is the founder). They move quickly to adapt to the market, and decisions are made in a snap, though Küffer enables his team to make their own judgments. They are not beholden to anyone but themselves and those who wear their watches on their wrists. “We do what our community wants to see from us,” he remarks. “Our leading motivation is to leave a mark in a very competitive environment, and to create a community that sees Norqain as not just a brand, but a lifestyle.”
Their timepieces are chiefly split into three collections: Independence, Adventure and Freedom, all with their distinct design quirks, straps and textures. “Norqain takes a lot of inspiration from mountains and sports,” Küffer remarks, “so we wanted to create the ultimate high-performance mechanical sports watch.”
Above Küffer wears the Wild One Skeleton 42mm in turquoise (Photo: courtesy of Norqain)
Küffer wears the Wild One Skeleton 42mm in turquoise (Photo: courtesy of Norqain)
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There are plenty of ways for watchmakers to stand out to prospective customers, from extremely limited-edition releases to timepieces enriched with various complications. Heightened complexity is always appreciated, though more understated designs have their own devoted followers. “There are many possibilities to be innovative,” Küffer remarks. On his wrist is the brand’s own Wild One Skeleton 42mm in turquoise, whose bright colour and robust yet lightweight build are hallmarks of the brand. It features a black, openworked dial, shock-resistant rubber and water resistance for up to 200 metres.
Küffer extends his arm to show us the watch up close. “It’s made of our proprietary material,” he enthuses. “It has a special case construction, being made out of 25 single pieces.” It is three and a half times lighter than titanium, yet remarkably scratch-resistant. He adds that, whether you’re playing golf, tennis or going for a ride on your mountain bike, it can shrug off high impacts with ease. “We noticed that anything which is out of the ordinary—loud, colourful and fun—does really well for us,” Küffer explains. “A lot of our customers have amazing watch collections now. So when they come to Norqain, they want something that is different. Ten years ago, it was about wearing something that everyone recognised. Now, it’s more about having a conversation starter, like, What is that? and What are you wearing?”
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New flavours
Above The Freedom 60 Chrono 40mm ‘Enjoy Life’ Special Edition “Ice Cream Watch” at the Norqain boutique (Photo: courtesy of Norqain)
The Freedom 60 Chrono 40mm ‘Enjoy Life’ Special Edition “Ice Cream Watch” at the Norqain boutique (Photo: courtesy of Norqain)
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The brand’s identity is indeed rooted in their tough, sporty timepieces, but they have also created an unexpected hit in the Freedom 60 Chrono 40mm ‘Enjoy Life’ Special Edition—better known as the Ice Cream watch.
“We and the design team had a brainstorming session,” Küffer recounts. They wanted a watch that represented positivity—something that lifted spirits and put a smile on your face. During the almost six-hour meeting, they recalled the joy and innocence of their youth. This association naturally led them to seek inspiration and design cues from ice cream: a dessert beloved by all, but none more so than kids. The watch’s most eye-catching quality is triple-toned subdials: a seconds counter at 9 o’clock, a minutes counter at 3 o’clock and an hours counter at 6 o’clock—colour-coded according to blueberry, pistachio and strawberry flavours.
Above The Freedom 60 Chrono 40mm ‘Enjoy Life’ Special Edition sports three dials in different tones, reflecting different flavours (Photo: Norqain)
Above The playful caseback of the The Freedom 60 Chrono 40mm ‘Enjoy Life’ Special Edition (Photo: Norqain)
The Freedom 60 Chrono 40mm ‘Enjoy Life’ Special Edition sports three dials in different tones, reflecting different flavours (Photo: Norqain)
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Of note is the date window between the 4 and 5 o’clock mark. Between Monday to Saturday, it functions like any other indicator, as it displays the current day. But on Sunday, a small ice cream cone is displayed instead, which Küffer explains is a subtle reminder to get a sweet treat and enjoy life. Emphasising its playful nature, the very same “enjoy life” message is displayed on the caseback.
Norqain is always excited to explore new avenues to surprise its community with the unexpected. “That’s what’s fun about this industry. You can always try [new things] in different directions,” Küffer muses. “Of course, sports is always going to be who we are. As we said before, we love sports, the mountains and nature. But that’s not all we’re going to be.”
To those intrigued by Norqain, Küffer invites them to see and feel the watch in person. “I promise you, it always looks better on the wrist than it does on screen,” he jokes. “I hope soon, we'll have a community here in the Philippines, and if we go for a morning run, I hope that I can join you.”
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About
Tobias wants to write things that make people think, laugh, and reflect. He’s especially proud when he can sneak in a cheeky pop-culture reference or a pun in his titles and articles.
He possesses a deep love of history, resulting from years of books, games, and museum visits. It was this fascination with the human endeavour that fostered his love of writing, spanning genres, tones, and moods. He one day hopes to write a novel—he just hasn't decided on a genre yet. A certified homebody, you'll often find him on the computer he built himself, binge-watching Seinfeld or House, playing his favourite gacha game, or reading a book.
Work
Tobias is a features writer that specialises in branded content. Reach out to him at tobias.tomas@tatlerasia.com.
