Welcome to the business of watches, the Houdinky podcast where horology and high finance converge.

I'm your host, Andy Hoffman. This week we head to Niedau, Switzerland, to the headquarters of Norkain,

a relatively young Swiss brand that's making an impact in the world of sports.

We sit down with CEO Ben Kouffer for a frank discussion about the strategy of tapping

pro athletes as not only brand representatives, but also investors and executives.

Koover says the era of watch brands employing poster boys and girls is over,

and Norkane has a new model to get the word out on the field, the court, and on the ice.

It's just struck a deal to be the official luxury timepiece of the National Hockey League.

But first, I'm joined by my excellent colleague, Tantan Wang, to talk about some of the news and headlines in the watch world this week.

Tantan, thanks for being here. How are you?

I am doing great, Andy. Thank you for having me on. Great start to the year.

It is my pleasure. Excellent. So you are recently back from a trip. I think it was in Colorado with Orris.

That's right. And you wrote a great piece on the new Big Crown Point or Date,

what they called the Bullseye. I got to see this watch in person as well. What's your take on this,

you know, as a new offering from Oris and anything else from the brand that you saw and found

interesting on that visit?

Yeah, it was a great trip. This is my second time going to Vale with Oris. Oris likes to

sort of do some ski, you know, and snow spore-oriented kind of experiences in the beginning of

the year and it's a great way to kind of get, you know, different creators and media together to take a look at new watches. So definitely the focus of the visit was the launch

of the bullseye. And I got to say, like, I love that watch. There are some designs where you're

like, I don't need it, and yet I keep going back to think about it.

And that's very much it.

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