Norqain, the young Swiss brand that was founded in 2018, announced a collaboration with Jean-Claude Biver. One of the most influential and respected experts of the industry, he has has brought success to every luxury watch brand he has been involved with. And it’s been many, from Blancpain and Omega to Hublot and TAG Heuer. Most recently, he served as the Head of LVMH’s watches and jewelry division from 2014 to 2018 until he announced his retirement plans. However, a man of this caliber doesn’t stand still. Earlier this year, he shared exciting news about a new watch brand under his reign, the JC Biver brand.
The news about joining forces with Norqain comes as a surprise. However, they make perfect sense when taking a closer look as both parties share the same vision in terms of sophisticated modern mechanical watches and both aim to spread their passion with the young and the young-at-heart.
Jean-Claude Biver comments:
“Giving back to the younger generation now at the forefront of the industry is always something I’ve wanted to do. From 20 to 40 I learned, from 40 to 60 I banked on my knowledge, and now I want to share my experiences and know-how with the young talents who are shaking up the watch world. I am happy to support Norqain because of its young, dynamic team and I share their passion for the Swiss watch industry.
As I announced earlier this year, I will launch my own exclusive watch brand, JC Biver, together with my son Pierre in 2023. At the same time, my role as advisor to the board at Norqain allows me to be associated with an exciting brand in an essential price-point for the Swiss watch industry. It is very important to have strong Swiss independent brands in different price segments and Norqain offers an exciting challenge to the status quo”.
Norqain CEO Ben Küffer adds:
“It is an honor to have the opportunity to work together with one of the greatest. I am extremely excited to work with Jean-Claude and to have him challenge the team to reach the highest summits and further develop the brand through innovation. The fact that Jean-Claude is building up his own family-owned brand at the same time will definitely lead to motivating discussions and a valuable exchange of ideas and experiences”.
New Eco-friendly Product Line in Fall 2022
Jean-Claude Biver has already joined several workshops with the team in order to develop innovative marketing and distribution concepts. Looking ahead, the watch industry icon will support the brand through the process of receiving CO2-neutral certification and creating an eco-friendly, robust and ultra-light product line that will be introduced in fall this year, highlighting the long-term vision of the independent brand that can pride itself with some major milestones in different areas, such as two genuine calibers produced in collaboration with the movement manufacturer Kenissi, prominent partnerships with the NHL Players’ Association and Matterhorn Ultraks, and the exclusive use of vegan-certified straps. Norqain’s social commitment is expressed by its partnership with the Butterfly Help Project that provides children in Nepal access to education.
Today, the brand is available throughout Europe, Japan and the US, and has an expansive network of retail partners that includes Bucherer and Kirchhofer in Switzerland; Wempe in Germany; Watches of Switzerland in the UK; Ben Bridge, Tourneau, Westime and Govberg in the US; L’Oro in Canada; Seddiqi in Dubai; and over 30 points of sale in Japan. In December 2021, Norqain also opened its first flagship boutique in Zermatt, Switzerland.
To learn more, visit Norqain, here.
Not sure about Biver and what he has done except for marketing genius. Yes Hublot rose from the ashes but is a nothing brand in my eyes and is a copy cat brand with almost zero legitimacy.. As for Tag going into it’s own boutiques was a mistake and Omega has been losing ground year on year with no identity and direction except for the Moonwatch…
Apart from marketing there is no substance….