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<\/a>This mission of being a part of the city’s revitalization has become a central theme of Shinola\u2019s narrative and public relations strategy. They have even convinced two American presidents (Bill Clinton and Barack Obama) to sing their praises. <\/p>\n\n\n\n
Are Shinola\u2019s claims of being American-Made as true as Honest Abe, or are they as phony as a three-dollar bill? Perhaps more importantly, are they a good value-for-the-money alternative to some of the more well-established luxury watch brands?<\/p>\n\n\n\n
About Shinola Watches<\/h2>\n\n\n\n
While they\u2019re billed as an American micro-brand, <\/strong>they\u2019re hardly a \u201cDavid among Goliaths\u201d, when one considers that Shinola was founded by Tom Kartsotis in 2011, the man behind Fossil watches, and the company is currently owned by Texas-based Bedrock Group LP (a company that purportedly has more the two billion in assets under its management). <\/p>\n\n\n\n Shinola has differentiated itself by making a wide-ranging collection of Americana watches with a vintage flair. One of their most well-known collections is the Runwell, a favorite of former American President Bill Clinton (who reportedly owns thirteen Shinola watches, including the Runwell). The Runwell is a great example of the brand\u2019s classic, sturdy design cues, accurate quartz movements, and all-American looks. <\/p>\n\n\n\n The Vinton is another popular Shinola collection featuring classic inspirations with trendy accents. Known for their unique color options and guilloch\u00e9 dial patterns, the dress timepieces give off an up-market sense of style. <\/p>\n\n\n\n The Canfield Sport collection offers something for the outdoorsy and active types, with their durability, water-resistant features, and useful chronographs. <\/p>\n\n\n\n Shinola is viewed by some watch enthusiasts and experts with skepticism. However, they\u2019ve gained a loyal niche following that appreciates their American manufacturing narrative and cause, in addition to their build quality, style, and attention to detail. <\/p>\n\n\n\n Their watches are priced higher than many of their mid-luxury watch competitors, and this has led some to question their value, especially when considering the discrepancies in their American Built story with the reality of their mixed third-party, foreign parts. <\/p>\n\n\n\n In 1907, the Shinola brand was born, first as a shoe polish company, but in 2011 the brand was revived as a watchmaker in Detroit. Their mission was to do more than just create quality, stylish Americana watches. They were trying to do their bit to kick off a movement to revitalize the city of Detroit, which has been hollowed out by outsourcing manufacturing jobs overseas.<\/p>\n\n\n\n Shinola is known for making unique, vintage American-style watches. One way Shinola has distinguished itself is through its collaborations with celebrated American designers and artists. The collections and limited-edition timepieces they\u2019ve created have furthered their esteem as a curator of the cultural heritage of the city and its artists. It\u2019s also garnered a following among collectors.<\/p>\n\n\n\n They\u2019ve diversified their business platform by branching out into other product lines, including jewelry, leather goods, audio equipment, and a hotel. This effort has attempted to demonstrate that Shinola is more than just a watchmaker. This has been a long-term strategy by the company\u2019s leadership to position Shinola as a luxury lifestyle brand.<\/p>\n\n\n\n Despite their challenges and controversies, Shinola is still a formidable competitor in the mid-range luxury watch market. They\u2019ve managed to find a niche following of loyal customers, and they\u2019ve turned Detroit into a luxury brand, which is an accomplishment of sorts.<\/p>\n\n\n\n Shinola watches have been praised by the likes of former Presidents Bill Clinton and Barack Obama, former Prime Minister David Cameron of the UK, and American billionaire and owner of the Washington Commanders, Dan Snyder, among others. <\/p>\n\n\n\n They\u2019ve also created some unique collections with local artists that are a diverse celebration of the city they represent. But they\u2019ve also faced their share of criticism, as some see them as little more than a marketing ploy, with audacious ambitions yet lacking the business fundamentals to back up their bravado. <\/p>\n\n\n\n Despite their claims of revitalizing American manufacturing, it seems their watches are only assembled in the US. The movements are sourced from Switzerland, and many of the components are purportedly a mix of third-party parts from Europe, China, and Thailand. <\/p>\n\n\n\n When questioned about this, the company has argued (and I\u2019m paraphrasing) that the laws are different for watches than, say, cars, and their claims are technically and legally accurate. To be fair, their timepieces are stamped with the phrase \u201cBuilt in America\u201d, not \u201cMade in America\u201d. However, whether their claims of American-Built are less than honest is for the watch-buying public to decide. <\/p>\n\n\n\n This is what led to the controversy behind the brand over the years. It even came down to a back-and-forth with the Federal Trade Commission back in 2016. After that point, Shinola wasn\u2019t able to keep up their marketing facade any longer. The truth behind the brand isn\u2019t a deal breaker for everyone, but it definitely had an effect on how people viewed them.<\/p>\n\n\n\n More specifically, a lot of Shinola\u2019s parts come from a brand called Ronda AG, which is a Swiss company. Public perception aside, the brand has still come a long way and is still actively operating. While the controversy is entirely understandable, it was likely a hard lesson for the company at the time. <\/p>\n\n\n\n For casual watch lovers, they likely wouldn\u2019t have ever picked up on this issue. However, you can bet on enthusiasts to find every pro, con, and truth about a watch with enough time. Over the years, the brand has done well and maintained a strong position in the market. <\/p>\n\n\n\n People still love what they have to offer, and a lot of that initial skepticism has subsided since. Nevertheless, it\u2019s a great example of why you should look into the fine print and try not to shop based on looks alone.<\/p>\n\n\n\n In the world of horology, a watchmaker\u2019s heritage counts for a lot. For watch collectors and enthusiasts, there\u2019s more to consider than a watch\u2019s style and perceived build quality. Their history matters to many because it\u2019s a company\u2019s story, and that story identifies the culture and ideals of a company and its founders. <\/p>\n\n\n\n It\u2019s also a track record of the company\u2019s accomplishments, demonstrating whether they\u2019ve lived up to their stated ideals. This heritage shapes the company\u2019s brand and image in the public’s minds and often is a major determining factor in whether their timepieces will serve as a good, long-term investment. <\/p>\n\n\n\n Many critics have argued that Shinola has no real heritage. Their argument generally goes like this. Shinola\u2019s founders took an old shoe polish brand totally unrelated to watchmaking and tried to artificially capture the nostalgia of America\u2019s past with their designs and promises to revitalize Detroit. <\/p>\n\n\n\n Yet they\u2019ve fallen short of those promises and have no real connection to a deep watchmaking history. All this speaks to an issue of credibility in the minds of their critics.<\/p>\n\n\n\n Typically, a watch micro brand aims to deliver high-quality luxury timepieces for a lower price, making them more attainable to a broader audience. They often keep their collections in the sub-$1,000 category without sacrificing quality materials and solid automatic movements. <\/p>\n\n\n\n Considering this, Shinola watches aren\u2019t exactly a deal, at least in the minds of some critics. They\u2019re priced as a mid-range luxury watch brand, yet many of their models that are $500-plus models come with cheap, mass-produced quartz movements and other inexpensive third-party parts. <\/p>\n\n\n\n Some simply think there are better options out there and expect more from a mid-range luxury watch at that price point. There\u2019s another side to the story, however. It\u2019s important to acknowledge some of Shinola\u2019s stronger points. <\/p>\n\n\n\n Even if the brand isn\u2019t your style, it\u2019s pretty hard to argue that they lack style. Many of their designs are clean and elegant, and some of the dials and color combinations are downright eye-catching. <\/p>\n\n\n\n At the very least, they should be respected as a fashion brand, considering their ability to consistently balance vintage vibes with modern touches and the diverse representations of their limited editions, birthed from partnerships with local artistry, which perfectly capture the city\u2019s special heritage. <\/p>\n\n\n\n While the watch experts can take their swipes at the brand\u2019s movements, their cases and dials are well-finished. Often the straps and bracelets are of respectable quality, as well. The timepieces are also both accurate and relatively durable. Most of their products show care and attention to detail when it comes to the exteriors of the watches that most will see and feel. <\/p>\n\n\n\n The Runwell is arguably Shinola\u2019s most popular collection. It\u2019s available in a wide variety of combinations. The timepiece is Shinola\u2019s take on a field watch, and I think the designs are relatively handsome. One can select a case size of 41mm or 47mm. <\/p>\n\n\n\n The cases come in stainless steel, titanium, gunmetal, and yellow gold plated, among others. Most of the dials feature Arabic numerals, but they come in a plethora of colors, from shades of blue, green, black, silver, gray, white, soft yellow, and orange. <\/p>\n\n\n\n Some have leather, fabric, or rubber straps; others have stainless steel, PVD-coated options, and titanium bracelets. Some are simple three-hand watches, others are chronographs, and some come with a date display. There are options for quartz movements at a lower price point or automatic movements at a higher price point. Prices range from the upper $500s to over $1,500.<\/p>\n\n\n\n The materials and finishing work speak to the quality of the timepieces. There are contrasting polished and satin finishes on the cases. Some of the leather straps have contrasting hand-stitching. Most of the straps come with a simple tang buckle. Some of the bracelets are brushed and offer twin-release butterfly clasps. Overall, the Runwell presents well and seems durable.<\/p>\n\n\n\n Their Monster collection of sports watches is tough and made for those that like to play hard. Some in the collection are designed for pilots and world travelers with GMT tools, yet others are divers. The cases come in sizes of 40mm, 43mm, and 45mm and materials ranging from carbon to brushed titanium to stainless steel. <\/p>\n\n\n\n They offer rotating bezels for diving or GMT that, in some cases, feature ceramic inserts. The dials come in a variety of colors, like black, white, shades of blue, shades of green, and orange. Some have indices, others have a mix of Roman numerals and indices, and all of them have date windows. <\/p>\n\n\n\n The collection includes bracelets of titanium and steel. Many of the bracelets offer micro-adjustment. Others have leather, rubber, or fabric straps. All of the timepieces in this collection are equipped with automatic movements, primarily from Sellita, and some are superior, while others are more basic. <\/p>\n\n\n\n They all feature screw-down crowns, with the divers boasting a water resistance of 300 meters, while most of the others are resistant to 100 meters. MSRPs range from mid-$1600s to nearly $3,000. <\/strong><\/p>\n\n\n\n The Canfield is a collection of sporty yet refined timepieces from Shinola for both men and women. The watches straddle the line between dressy and sporty. Some of the timepieces in this collection have similar style cues to their Runwell line, with some notable distinctions, such as unique leather straps in colors like oxblood (a kind of purple-brown). <\/p>\n\n\n\n Most in the collection feature quartz movements, though one is automatic. The one automatic comes with a Sellita movement with a 56-hour power reserve. Most are two and three-register chronographs, though they have a couple of simple displays. Case sizes range from 38mm to 45mm, and while most are stainless steel, some are plated gold and steel. <\/p>\n\n\n\n These are larger watches, as even 38mm is fairly large for a woman\u2019s watch. Many traditionalists would consider even their smaller 38mm offerings to be typically a size for men. The dials come in a variety of colors: gunmetal, brown, black, blue, gray, and white. <\/p>\n\n\n\n They either have fixed bezels or no bezel at all, and some have features like tachymeter scales. Some dial options offer a classic mother-of-pearl texture. Most have Arabic numerals and date windows. They have screw-down crowns, and some offer push buttons. <\/p>\n\n\n\nThe History of Shinola<\/h2>\n\n\n\n
Are Shinola Watches Good?<\/h2>\n\n\n\n
Not Really \u201cMade In The US\u201d<\/h3>\n\n\n\n
What is the Shinola watch controversy?<\/h3>\n\n\n\n
Little To No Actual Heritage<\/h3>\n\n\n\n
Not Great Value For The Money<\/h3>\n\n\n\n
Several Unique & Tasteful Designs <\/h3>\n\n\n\n
Decent Build Quality<\/h3>\n\n\n\n
Most Notable Shinola Watch Collections<\/h2>\n\n\n\n
Shinola Runwell<\/a><\/h3>\n\n\n\n
Shinola Monster<\/h3>\n\n\n\n
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<\/figure>\n\n\n\nShinola Canfield<\/h3>\n\n\n\n
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