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The Next Big Thing: Norqain
Jean-Claude Biver as Advisor to the board
“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 capitalised 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,” says Biver.
“…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,” he continues.
Pitch-perfect Strategy
It doesn’t take much to see why the young startup would attract the attention of a fabled figure the likes of Biver. Shortly after its founding, the brand secured a partnership with Kenissi, the movement manufacture jointly operated by Tudor and Chanel, consequently being able to offer the most advanced movements in the highly competitive sub-$5000 price segment of which it occupies.
Beyond that, Norqain also walks the talk of sustainability and responsible commerce. The brand has pledged to use only vegan-certified straps for all watches and is on track to receiving its carbon-neutral certification by the end of the year. Additionally, 10% of proceeds from the Neverest line is donated to the Butterfly Help Project, which provides educational support to Nepalese children.
Particularly in a time when most startups have bypassed the traditional brick-and-mortar approach in favor of crowdfunding and e-commerce, Norqain’s unique standing has helped open many doors, allowing it to grow a strong physical presence globally and at an explosive pace. Today, its watches are sold in retail stores throughout Europe, the US and Japan. Its extensive network of retail partners includes Bucherer and Kirchhofer in Switzerland, Wempe in Germany, Watches of Switzerland in the UK, Ben Bridge, Tourneau, Westime and Govberg in the US and over 30 points of sale in Japan. Last year, the brand also opened its first flagship boutique in Zermatt, Switzerland. To supercharge its global footprint, Biver has already held several workshops with the team to develop innovative marketing and distribution strategies.