Shinola, a Detroit-based company that produces watches, bicycles, leather goods, and journals, was founded by Bedrock Manufacturing, a venture capital firm based in Dallas, Texas. Bedrock Manufacturing acquired the name "Shinola" in 2011. Today, save for a few exceptions and technicalities, every Shinola product is made in the United States of America. At the time of the company's founding in 2011, no American watchmaker had produced watches at scale since the late 1960s, with U.S.-based watchmaking relegated to select specialty companies.
The decision to base the company in Detroit derived both from a desire to make watches in the United States and from a strategic decision to anchor operations in a unique city with an established and unshakable reputation as an industrial leader. The city of Detroit also serves as differentiator in the marketplace.
The management at Bedrock Manufacturing chose the name "Shinola" when the World War II era colloquialism, "You don't know shit from Shinola," surfaced in a conversation. Unexpectedly, the joke generated a serious discussion about restoring the Shinola brand.
The company's headquarters and watch factory are housed within the College for Creative Studies (CCS) on the fifth floor of the Alfred A. Taubman Building in Detroit, a former automotive research lab. Shinola's occupation of the CCS space at first occurred by accident, when Bedrock officials, seeking a manufacturing site after resolving to rebuild Shinola, visited the College and the elevator unexpectedly opened on the fifth floor, which was vacant at the time. They decided to transform the 30,000 square feet of vacant space into their watch factory and company headquarters. To build out the watch factory, the company partnered with Ronda, an independently owned Swiss movement manufacturer. Ronda also brought in expert watchmaking veterans to train Shinola's watch assemblers, all of whom had no prior experience in watchmaking. Currently, the factory has the capacity to produce 500,000 watches a year.
In popular culture
In the 1979 film comedy The Jerk, the character Navin R. Johnson (played by Steve Martin) is tested by "Daddy" (Richard Ward) on whether he knows the difference between shit and Shinola before leaving home.
Shinola's first watch was released in March 2013. Produced in an edition of 2,500 and available in two sizes, The Runwell Limited Edition 47mm sold out in one week, with the last 40mm watch selling out in under two weeks. The watches sold for $550, and approximately 35% of the sales came from Michigan.
In October of 2013, Shinola released their second limited edition watch, The Wright Brothers Limited Edition watch, the first watch in the Great Americans Series, which was released in conjunction with a limited edition bicycle. The watch was produced in two sizes, 40mm and 46mm, with each size available in a limited edition of 500. Purchase included a leather-bound coffee table book about the Wright Brothers, as well as enrollment in The Foundry, the brand's collectors club.
The next limited edition watch Shinola will make is a pocket watch honoring Henry Ford.
Shinola bicycles include two flagship models, The Bixby and The Runwell. Both bikes were designed by Sky Yaeger, formerly of Swobo, Spot, and Bianchi. The chromoly steel frames and forks are made by Richard Schwinn's Waterford Precision Cycles in Waterford, WI, with complete assembly taking place at Shinola's flagship retail store at 144 W. Canfield Street in Detroit, MI.
In addition to The Bixby and The Runwell, Shinola produced two limited edition bicycles, including the The Wright Brothers Limited Edition Bicycle and The Shinola Runwell Di2 Limited Edition, as well as a one-off Twinn Tandem bicycle and brass-plated Runwell bicycle.
Shinola makes journals in partnership with Edwards Brothers Malloy, an Ann Arbor, MI-based company. The journals come with paper, soft linen or hard linen covers, with a price point of $12-$20 for a linen covered journal.
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- Gomelsky, Victoria (1 June 2013). "Shinola Puts Motown Watches in Motion". JCK Magazine (Online). Retrieved 19 April 2014.
- Hicks, Jesse (18 September 2013). "Shinola is Bringing Watchmaking to Detroit". The Verge. Retrieved 19 April 2014.
- Vanhemert, Kyle (7 November 2012). "How An Upstart Company In Detroit Is Building An American Heritage Brand". Fast Company. Retrieved 19 April 2014.
- Glor, Jeff (28 October 2013). "Watch company Shinola is investing big in Detroit". CBS News. Retrieved 19 April 2014.
- Haimerl, Amy (9 February 2014). "Canvas Watch Co. plans to dial in sales with timely design, Kickstarter boost". Crain's Detroit. Retrieved 19 April 2014.
- Doesn't know shit from Shinola
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- "Shinola's Great Americans Series Debuts With Wright Brothers Limited Edition Watch & Bicycle". Forbes.
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- "Buyer’s Guide: City Bikes". Bicycling.
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- "Shinola Runwell Di2 Limited Edition - first look". BikeRadar.
- "Shinola Create a One-Off “Twinn Tandem” Schwinn Bicycle". Selectism.
- "A one-off, brass-plated Shinola". BikeRadar.
- "Made in Detroit". iW magazine.
- "Shinola Factory Visit". The Scout.
- "The ultimate Ann Arbor area buy local holiday shopping guide". MLive.
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