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JUL/AUG 2013  

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Detroit, the next watchmaking capital?

Shinola, a Detroit-based company,  wants to turn this former automobile city  into the watch making capital of America. To learn more about the company, watch the video at the bottom of this page.


Shinola transformed 30,000-sq. ft. of raw space into a state-of-the-art watch assembly factory inside the former Argonaut building, once home to the famed General Motors’ design and research laboratory. In this space, workers meticulously hand-assemble watches.

Shinola watches

Shinola watches, made in Detroit.

Each watch consists of dozens of components most of which are produced in Switzerland by Shinola partner Ronda AG, a leader in the field of watch movement manufacturing and microtechnology. The company provided Shinola with worker training and consultation. The leather watch band is supplied by another Shinola-branded company, Horween Leather Co., Chicago, which is reportedly the oldest continuous tannery in the United States.

According to a Reuter’s story, Shinola watches has a 75-person workforce and the capacity to produce 500,000 watches a year. The first batch of 2,500 watches, priced from $475 to $800 each, sold out in days earlier this year to buyers across the United States.