Tobias Küffer speaks about watches the way people talk about family stories. Nothing polished for effect. Just moments that shaped a young Swiss brand finding its voice in an industry defined by heritage and hierarchy.
“There are many pieces I really enjoy. But as I always say, watches are about emotions,” he said. “For me, it is not about choosing the most desired watch or the one with the longest waiting list.”
His own favorite Norqain is not a flagship piece or a breakthrough innovation. It is a story from before the brand truly existed.
“My favorite goes back to when we founded the brand in 2018. My brother got married that year, and we did not have a full collection yet. We had samples, including the Freedom Chrono 43 millimeters, which is still in our collection today.”
There was a case. No movement. No dial.
“So my brother printed a dial, placed it in the case, and wore the watch for his wedding because he wanted to get married wearing a Norqain. That watch will always be my favorite Norqain.”
A Foundation Built Long Before the Brand
Norqain may be young, but the family history behind it stretches far deeper.
“It is in our blood. Our grandfather was a watchmaker, and our father produced luxury watches for 45 years.”
Watches and football dominated the Küffer household.
“When we were 14 and wanted to make some money during the holidays, we worked in our father’s factory. I scratched every watch because I have shaky hands. I am not a watchmaker. But seeing what goes into creating timepieces, the spirit and the precision, elevated our passion to where it is today.”
The craftsmanship did not pass down directly. The mentality did.
Work Hard. Fight for Dreams. Stay Humble.
The values that define Norqain come from the generation before it.
“From our father in general: work hard, very hard. He started as an intern at the company he eventually bought and led as CEO. We always knew that without hard work, nothing happens.”
Tobias referenced a line from co-founder Marc Streit that stuck with him.
“As Marc Streit said, ‘Dreams do not happen by chance. You have to fight for them.’”
He added the part that grounds the culture of the brand.
“And when you are successful, stay humble.”
2025: A Standout Year
Norqain has released pieces at a fast pace this year. Two stood apart.
The first was the company’s meteorite dial for the Wild One. During a closer look at the piece, it was revealed that the stone came from Sweden, adding a quiet layer of character for those who notice details.
The second became the most successful launch in Norqain’s history.
“If we talk novelties in 2025, I need to mention the Enjoy Life, or the ice cream, as many call it,” Küffer said. “It has been the most successful launch in our history.”
It was born from a desire to add something uplifting in a heavy moment.
“There was so much negativity. Wars, crises, tariffs. We wanted to create something focused on positivity and happiness. A playful watch.”
The concept evolved naturally.
“We thought of our kids. Kids love ice cream, and honestly, everyone loves ice cream. The sub-dials represent three flavors: blueberry, strawberry, pistachio. And my favorite detail: every seven days, instead of a date, there is an ice cream cone to remind you to enjoy life.”
The Human Side of Norqain
“The company only works if we connect with people,” Küffer said. “We have an amazing community, and I will never take that for granted. Our family will never take it for granted that we get to do what we love, follow our passion, travel the world and meet people who enjoy what we are creating. The human side is key to everything.”
The NHL Partnership
Norqain’s partnership with the National Hockey League stands as one of its most significant milestones, which we wrote more about here. With hockey legends among the owners, the collaboration carries genuine meaning.
The dedicated NHL watch is coming soon, but details remain behind the curtain.
“It is going to be a very cool watch,” Küffer said. “It will definitely be in my collection as well.”
Looking Toward 2026
Expectations for next year are high.
“I can say that 2026 will be our most innovative year since launching. We have some very exciting things in the pipeline. New materials and updates to collections. That is all I can share at the moment.”
Before that begins, he is focused on something simpler.
“This year went by incredibly fast. First, I am looking forward to spending time with my family. My daughter, my wife and my dog. Then I will be ready to think about 2026.”
One Last Question
What ice cream flavour is his go-to?
“I love sweets, and I love stracciatella. It is not one of the flavors on our current ice cream watch. I should have picked something else,” he said with a laugh. “Maybe in the future.”
Did we get a glimpse of the next ice cream color scheme? Only time will tell.
Read more stories from Dubai Watch Week here.
