Hands-On With The Norqain Freedom 60 Chrono 40mm Enjoy Life Special Edition
Last month, I had the opportunity to attend Soccer Aid, a charitable football match held at Old Trafford in Manchester. Norqain was the official timing partner of the event and invited a group of people to see the game and hear about the brand’s official UK launch. During the evening, we sat down with CEO Ben Küffer and asked him some candid questions about the young brand. After the event, I got the chance to go hands-on with one of this summer’s hit watches, the Freedom 60 Chrono 40mm Enjoy Life Special Edition.
I’ve not had a lot of exposure to Norqain, but all that changed a few weeks ago in Manchester. A large group of us made our way to Manchester and enjoyed watching Soccer Aid. Norqain, as the event’s timekeeper, also took the time to share the brand’s progress since its founding in 2018. Plus, as mentioned, this was the official launch of the company in the UK. Lucy Kapetanovic, also known as @thewatchboxdiaries, and I chatted with Ben Küffer, Norqain’s CEO. A few days later, I received the company’s hottest new release, the Freedom 60 Chrono 40mm Enjoy Life, for a 48-hour test drive.
Chatting with CEO Ben Küffer
Before we discuss the Enjoy Life chronograph, let’s summarize our chat with Ben. Lucy and I were led to a small conference room overlooking the Old Trafford pitch to speak with Ben. As soon as we sat down, I realized this would be a fun, comfortable chat. Ben is a young guy with a young family. Frankly, he comes off differently from a typical, formal Swiss watch company CEO.
Why now for the UK?
Ben shared that the UK was set for launch in early 2020, but then a certain pandemic occurred. During and after this period, demand from existing markets, including the USA, Germany, Italy, and India, consumed the brand’s annual supply of 10,000 watches. Plus, the Wild One was under development, which utilized internal resources. Now, with planned production up roughly 25% and a group of carefully chosen UK partners, the time is right. Also, Norqain has opened a dedicated office with full-time team members. Regarding partners, expect a mix of independent authorized dealers and larger firms, such as Beaverbrooks and Watches of Switzerland.
Robbie Williams cheering on the team
Collaborations and UK special pieces?
Who knew that Ben is half English? As a result, the market is incredibly important for him and Norqain to get right. While we spoke, the Norqain graphics were shown around the pitch at Old Trafford for the first time, and we all had to stop to look! The UK has a highly mature watch scene, so Norqain needs to bring something special. Fun will be the key, and the brand’s team is working hard on some products for the local market. products.
Tariffs to the USA — the tough topic
Ben visited the USA soon after the tariff announcements. His first stop in New York City was somber, but the Las Vegas Couture show felt upbeat. He mentioned that most brands reacted with 5% increases, but if the tariffs remain, this won’t be enough. Thus far, the 5% hasn’t affected sell-out, but it has affected sell-in for some brands. Norqain regards sell-out as the health barometer.
Tyson Fury on the sidelines
Future products and women’s watches
Currently, Norqain has quite a sports-focused catalog. Lucy asked if there were thoughts about going in a smaller, dressier direction. We learned that the Wild One is the flagship, accounting for 40% of turnover and 30% of production. A decision was made to introduce the 39mm Wild One and offer smaller straps for female wrists. The Independence counts for 60% of production, and we can expect a smaller option next year. Regardless of the new products, fun will always be at the center. Also, be on the lookout for 2028 and the brand’s 10th anniversary. While there were some off-the-record discussions about future pieces, what we can share is that Ben and the team are well aware of the current trends toward smaller and thinner watches. We should expect Norqain to react!
The Freedom 60 Chrono 40mm Enjoy Life Special Edition
After our evening with Norqain, I decided it was time to go hands-on with one of the company’s watches. With scorching heat in Manchester and London, the brand’s hot summer release was on my mind. The Enjoy Life chronograph arrived at my doorstep for a whistle stop before heading off to Switzerland.
Fun is the reason for this colorful chrono
During our sit-down with Ben, he mentioned that the Enjoy Life Special Edition came about during a meeting. It was warm, ice cream was served, and the idea was born. The result is a 316L stainless steel chronograph using the familiar 40mm Freedom 60 case. It’s a traditional-looking chronograph with pump pushers, a large screw-down crown, and a polished bezel. It even has a water resistance rating of 100 meters. The dial, however, is anything but conventional!
Cool colors and classy details
This chronograph brings some fun yet classy touches. Instead of standard colors, the watch features a matte white dial with three sandwich-style registers. Light green, pink, and light blue are used on the concentric-grained sub-dials. These show running seconds, a 12-hour totalizer, and a 30-minute counter. The colors repeat in the three arc-shaped segments on the outside of the dial throughout a tachymeter scale. Finally, the date wheel reveals a small ice cream cone every seven days. The cone has three scoops in the watch’s signature colors.
Other niceties include rhodium-plated, diamond-cut indexes with Super-LumiNova on the dial and within each index. Faceted central hands are also filled with the material. An applied logo and name brand sit at the top of the dial. Overall, the finishing looks fantastic, with precision touches like a beveled date window at the 4:30 position. Plus, the tall, box-shaped crystal gives the dial a warmer look than a typical flat sapphire crystal.
A sporty case
The Freedom 60 Chrono 40mm Enjoy Life Special Edition has a 49.2mm lug-to-lug and a 14.9mm thickness. That may sound like it’s on the larger side, but the downward-curving lugs do a lot to keep the watch in check. From the side, vertical brushing and the brand’s hallmark plate help reduce visual mass. Let’s spend a moment on this latter feature. Frankly, I’ve been tough on it in the past as it reminds me of watches from a different decade. That said, I like the option of ordering a blank one and having it engraved. If the watch has significant meaning, this is a cool detail.
The ride continues on the case back
Each Enjoy Life chrono contains a screw-in case back with a sapphire display. Instead of a clear view of the Norqain N19, a Sellita SW510 with a bespoke rotor, the watch has a large depiction of an ice cream cone with the model name. Normally, I’m not a fan of such decorations, but it fits well with the theme of this watch. Regarding the movement, it has 62 hours of power reserve and a frequency of 28,800vph.
A watch that should work for most wrists
These days, I’m normally wary when I try on a watch with a lug-to-lug nearing the 50mm mark. However, the Enjoy Life Special Edition fits well. As stated, the case curves nicely, so it doesn’t overhang the edges of my wrist. The other pleasant surprise was the bracelet. While I’d like it to have more taper toward the clasp, the female end links and the articulating links make it very comfortable.
The push-button clasp feels solid, and there are three internal micro-adjustment points. In addition to some taper, a toolless version of this would be nice, relatively straightforward updates. Finally, it’s nice to see that Norqain uses screwed links for easy sizing.
Final thoughts on the Enjoy Life Special Edition
Watches like the Freedom 60 Chrono 40mm Enjoy Life may come off as kitschy to some, but I think it’s a cool release. The watch feels well made and is elegant enough to be worn in dressier scenarios. The greatest challenge with the watch may be locating one. Norqain lists the allocation of 300 pieces by country, and in the UK, at least, the watch is sold out on the website. However, checking an authorized dealer may bring success. Overall, if this piece is a sign of the fun ideas to come, Norqain should continue its growth trajectory. Oh, and it needs to be said: welcome to the UK!
