Sidney Crosby. One name, one legacy, still thriving at 37. Crosby has been the life and soul of the Pittsburgh Penguins since the team drafted him in the first overall pick in 2005. Through every high and low, he’s been the guy, never once making fans question where his loyalty lies. But this year? Oh, the trade deadline rumors were flying—whispers of a potential blockbuster move had the hockey world buzzing. And yet, in true Sid fashion, he shut all that down and stayed put. Retirement talks? Sure, they’re floating around, but Crosby made one thing certain: when that day arrives, he wants to retire from playing in Pittsburgh.
Right now, though? All he has in his mind is to get the Penguins into the playoffs. And while there’s no official farewell tour in sight just yet, Crosby is already dipping his toes into what’s next. Turns out, the Pens captain is getting a head start on his post-hockey journey, teaming up with an old pal from his team back in the days. That’s right—Sid the Kid is making some business plays off the ice, linking up with an ex-teammate to kickstart a brand-new venture.
Sidney Crosby’s post-retirement plans revealed!
According to a Forbes report from April 2, the Penguins captain has officially stepped into the business game, securing an ownership stake in a Swiss watchmaking company, Norqain. And this isn’t some random business venture—this is all thanks to a lasting bond with a former teammate. On Wednesday, Norqain proudly announced that Sidney Crosby has joined their independent, family-owned brand as a shareholder and business partner.
Norqain’s founder and CEO, Ben Kuffer, spilled the details, saying talks really took off last summer. “I could tell he really liked the brand and the whole ‘my life, my way’ actually meant something. I think the key moment for me, when I realized this is something special, is when Sid said that, post-career, he could imagine being on the board or being involved in Norqain. He wants to really be part of the business.” Looks like Sidney Crosby isn’t just in this for a quick investment—he’s in it for the long haul.
And where does the Crosby-Norqain connection come from? Enter Mark Streit, the Swiss hockey legend who paved the way for his countrymen in the NHL. Back in 2017, at the age of 39, the seasoned defenseman found himself traded to the Penguins right before the playoffs—just in time to hoist the Stanley Cup alongside Sidney Crosby. Now, years later, that championship bond has led to another big win—only this time, it’s in the world of luxury timepieces. And well, their relationship runs stronger!
From Stanley Cup triumph to Swiss watchmaking success, Sidney Crosby and Mark Streit reunite for a new legacy
When Mark Streit signed with the Penguins, he was already an experienced player, but he was still able to learn from the best, Sidney Crosby. “I’m an older guy, but he took me under his wing a little bit in Pittsburgh,” Streit recalled. “I went for lunch with him and dinner. We hung out a lot, and it was an incredible experience.” That bond did not dissolve when Streit retired and went back to Switzerland. Instead, it created something new—together with another Swiss hockey player, Roman Josi, Streit decided to look further into the future and enter the world of watchmaking.
That was when Norqain knocked on his door, and in no time at all, Crosby was not only looking at them—he was investing in them. “I’ve been wearing Norqain watches and following the brand since its first appearance at the All-Star Game in San Jose in 2019,” said Crosby. Now, he’s not just rocking their watches—he’s helping build the brand’s future. It was in the All-Star Game that everything fell into place. Crosby, always the sharp-eyed playmaker, spotted Norqain’s CEO Ben Kuffer’s watch and instantly took a liking to it. Kuffer was so honored that he just handed it over. “Thanks to Mark, we met with him, and we had a great talk,” Kuffer recalled.
“Eventually, he said to me, ‘Hey, I love my watch, but that’s a nice one too. It’s a totally different style.’ It was the Freedom 60 Chrono — more of a timeless design — and I was so proud, I just gave it to him and said, ‘It would be my honor if you take it’.” Crosby has been wearing that watch ever since, and now, he’s a member of the Norqain team. On the ice, Crosby’s legacy is already engraved on the three Stanley Cups, the two Olympic golds, including the Golden Goal, and numerous other achievements that make him one of the all-time greats. But off the ice? He’s still making moves.
The Penguins have been struggling for the third consecutive season and have not made the playoffs but Crosby remains the best. He even proved his loyalty in contract—his extension is two years with the same $8.7 million cap hit as he has had since 2008, the number 87. But for now, with no retirement confirmation in sight, it looks like Sid’s next big win might just be in the business game.
The post Sidney Crosby Begins Post-Retirement Plans Early to Join Ex-Pittsburgh Penguins Teammate’s Venture appeared first on EssentiallySports.
