Did Norqain and the NHL Just Drop the Watch World’s Coolest Partnership?

Properly executing a collaboration is a delicate art, and one that even the most discerning brands have fumbled. First, the two brands have to be aligned enough for it to make sense, and yet, conversely, different enough that the release brings new audiences into both parties. Second, the drop has to have enough thoughtful details to justify the purchase (especially when it comes to luxury watches), but not so riddled with details that the product becomes hokey or too on-the-nose (again, especially when it comes to luxury watches).