A new Swiss watch manufacturer is born in Valais with a bold promise: to make each purchaser a co-owner of the enterprise. Founded by businessman Lucas Cucinotta, Norton Peak officially launched its activities at the end of November, with the NP Chrono 43, a watch that combines the Swiss watchmaking excellence with an unprecedented crowdfunding economic model.
Norton Peak takes its name from a little-known achievement: on June 9, 1924, Edward Norton reached 8,573 metres on Mount Everest without oxygen, setting a record that he held for three decades. “Above all, it is a state of mind: the one of modern explorers – passionate, determined, and uncompromising when it comes to product quality”, explains Lucas Cucinotta, creator of the brand.
The design of Norton Peak watches is directly inspired by the sharp lines of the Alpine summits. Designed and conceived in Valais, manufactured and assembled in Biel, the NP Chrono 43 is made out of noble materials: Grade 5 titanium for lightness and strength, sapphire on both the crystal and case back for durability. Its movement, an automatic chronograph developed by the La Joux-Perret manufacture, offers a 60-hour power reserve and is COSC-certified.
A price ratio never seen before in the luxury industry
Transparency is one of Norton Peak’s core values, particularly with regard to pricing. “With a cost-to-retail price ratio of between 3 and 3.5 – far lower than is typical in the fine watchmaking industry – the brand is able to offer reasonably priced luxury watches”, the press release clarifies. Direct contact with clients and control of the entire e-commerce chain enable this pricing strategy.
The NP Chrono 43 is available to purchase on presale for CHF 7,200.-, including a two-year “all-risks” insurance.
When buying means investing
The major innovation of Norton Peak lies in its participatory model. The brand opens 50% of its share capital to the first 1,000 clients in a series of progressive stages: the first 100 buyers hold 10% of the capital, the next 100 hold 8%, and so on. “Each buyer then becomes a co-owner of the brand. They participate in strategic decisions, contribute to future development projects and benefit directly from Norton Peak’s performance”, the founder explains.
The customer experience is also enhanced through an immersive digital universe, customisable watches and packaging, as well as a transparent follow-up of the fabrication process. Each watch has an oscillating weight engraved with a QR code, which gives access to a co-owner-only app.
From digital to watchmaking
This is not Lucas Cucinotta’s first start-up project. He founded his first digital enterprise when he was 20. Today, his company, iomedia SA, is one of the leading web companies in Romandy. For 25 years, he has been assisting a major Swiss watch brand with its digital development. This close involvement with almost every part of the watchmaking value chain has only served to further fuel his passion. With a team of around 15 people, iomedia provides Norton Peak with all the digital expertise necessary for the brand’s expansion.
Norton Peak has also announced a partnership with the Patrouille des Glaciers for the 2026 and 2028 editions, as the official timekeeper. The official launch of the brand took place on November 27.
More information: Norton Peak
