Shinola — From Shoe Polish to Showstopping Timepieces

Shinola watches

Shinola watches

Baselworld is the world’s premiere trade show for horology, which is the study of telling time. Simple enough, right? Except Baselworld is full of complications, which is the watch term for fancy extras that do things other than tell time. Big names such as Rolex, Patek Philippe, Omega and even Timex showcase their latest wares to the press alongside more fashion-oriented brands that have watch divisions such as Ralph Lauren, Hermès and Louis Vuitton. The surprise this year, however, wasn’t from a big couture house or a watch megabrand, it was from a little company based in Detroit. Shinola had a small display to showcase their range of watches and set out its M.O., to bring the fine art of watchmaking to the shores of America.

Detroit is no Geneva, which is where the watch world convenes, but it is a place known for American ingenuity, which makes it the perfect setting for Shinola. The company’s name is taken from a brand of shoe polish popular during wartime — pronounce it SHINE-ola — which has been immortalized in everything from Dolly Parton tunes to Steve Martin comedies. Today, they company is responsible for creating bicycles, leather goods and linen-bound journals in America. The journals are crafted in Michigan, the wallets in Missouri and the bicycles in Wisconsin, but the watches are made in the Motor City. The timepieces made their debut at Baselworld and became available to the public in March, but they sold out of their initial run of 2,500 watches in just eight days. But the brand is now making its brick and mortar Barneys New York locations nationwide.

Shinola Runwell Watches

Shinola Runwell Watches

Menswear circles are still obsessed with all things Made in America, making this the perfect time for Shinola’s release. The watches themselves are inspired by vintage military designs modernized by deep saturated dials in blue and green as well as hazard orange accents. The watches contain Swiss movements, but are completely assembled in the company’s Detroit factory. Leather bands are sourced from Chicago’s famed Horween leather company and tanned in Florida before being used. The watch’s back proudly bears “Built in Detroit” branding no matter the model. The watches range from $475 to $725, which puts them far from the luxury European heritage brands, which can cost up to ten times more.

Shinola Birdie

Shinola Birdie

And while women have been wearing big, bold men’s watches for years now, the company made sure that ladies get a piece of this American pie, too, creating more diminutive models just for them — though the men’s look just as great. The no-frills design coupled with a backstory that will make you proud of the red, white and blue make this something worth hunting down. For ladies who love exclusivity, girls-only model The Birdie (a smaller faced, more delicate watch) is the only style available in rose gold.

The brand is expanding, too, with a Detroit flagship opening soon and a New York location set to open later in the summer. Both locations will offer the full range of Shinola products, including the Runwell watch and the other two models in the company’s timely debut. And as for actual Shinola, the company plans on eventually re-releasing the shoe polish, too.

For more information, visit www.shinola.com.

Images courtesy Shinola

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.