SHINOLA is a newly launched watch brand based in Detroit, the manufacturing hub of USA. SHINOLA makes modern handcrafted watches, bicycles, leather goods, and journals. Its watch collections include The Runwell, The Brakeman, The Gomelsky and The Birdy. 

The company was originally founded as a small-scale shoeshine manufacturer by the New York-based Shinola-Bixby Corporation in 1907. Shinola’s business boomed during WWI and the company achieved pop culture status for the WWII-era colloquialism, “You don’t know shit from Shinola.”

In 2011, the founders of the current company approached College for Creative Studies to renovate the World War era building for establishing a new watch factory and corporate headquarters. In collaboration with CCS, Shinola has started manufacturing of watches and other products such as bicycles, leather goods, and journals.

Shinola is all about building of a modern and quintessentially American brand through the reintroduction of domestic manufacturing at a scale that can shape culture, create community, and deliver goods of the highest quality that are built to last.

Shinola Watch Collection
Shinola offers excellent watch models for both men and women. The Gentleman’s line includes The Runwell and The Brakeman collections. The Gomelsky and The Birdy collections are exclusively dedicated to women. The Runwell collection also offers ladies watches. These watches are hand crafted in Detroit, respecting the traditions of centuries old American watch making.

Available in different sizes and materials, dial & strap versions and various complications, the cost of Shinola watches are placed in a price range starting from $400 to $2000.

The Shinola lightning bolt, which appears in numerous locations on every watch symbolizes the beauty of industry, respect for craft, and a commitment to quality. Standard across all styles but unique to a Shinola watch, the signature iconic case back plates are individually numbered, beautifully designed, and proudly display “Built in Detroit.”

Featured Model: The Runwell Chrono, 47mm
Case: Stainless steel, with double curve sapphire crystal.
Dial: Super-LumiNova hands and indices.
Functions: Hours, minutes, small seconds, date indicator, stopwatch function with one subdial.
Movement: Shinola Detroit-built Argonite 5021 quartz movement, hand assembled from 84 Swiss-made components.
Watch Strap: Premium American-made leather strap, made by Hadley-Roma in Largo, Florida.

Where to shop
Shinola watches can be purchased online by visiting the brand’s website. The Shinola watches and products can also be purchased from the brand’s flagship stores located in Detroit and New York. Shinola products are also available at NEIMAN MARCUS Troy, Michigan and BARNEYS New York.

Midtown, Detroit Flagship Store
The Shinola Detroit flagship store is the brand’s first retail location and the first opportunity for the public to experience the full brand story. Inventory is dynamic, with store themes changing each month. The assortment includes not only Shinola products, but also collaborative and curated merchandise. Complete bicycle assembly also happens on the premises, and a full schedule of community events will be programmed on a weekly basis. The store also features, DROUGHT, the Plymouth, MI-based, organic cold-pressed juice company that have a fulltime presence in the store.

Tribeca, NYC Flagship Store
The Shinola Tribeca (NYC) flagship store is the second retail location. Similar to Detroit, the store offers handcrafted watches, leather goods, journals and bicycles, as well as collaboratively-produced items and carefully curated products. The store also houses The Smile Newsstand, which will serve coffee and offer a selection of books and magazines from around the world. The store design takes inspiration from artist Donald Judd’s library in Marfa, TX, featuring a large white oak library table with brass lamps and customer chairs. The building’s original brick façade has been restored, and elements such as a catwalk and skylight have been added to the interior to retain the building’s original design integrity.

Contact details
Shinola / Detroit, LLC
485 W. Milwaukee St
Detroit­ 48202
United States


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