Watchatlas

SHINOLA

Detroit, USA · Est. 2011

Founded by Tom Kartsotis

SHINOLA is an American watch brand founded in 2011 in Detroit, Michigan, with a mission to revive American manufacturing. Known for hand-assembling Swiss-movement timepieces in their Detroit factory, Shinola also produces leather goods, bicycles, and audio equipment, becoming a symbol of American urban revival.

Founded
2011
Headquarters
Detroit, USA
Group
Other
Price Segment
Entry
Status
Active

Key Collections

  • Runwell — Shinola’s Runwell is the brand’s flagship and inaugural watch collection, centered on clean American styling, Detroit assembly, and the quartz-powered Argonite movement platform that established the line.
  • Canfield — Shinola’s Canfield line is a refined, dress-leaning collection with a slimmer profile and versatile everyday elegance, positioned as a more polished alternative within the brand’s Detroit-made watch lineup.
  • Monster — Shinola’s Monster collection is a rugged, dive-inspired watch line with substantial cases and legible dials, designed for everyday durability while keeping the brand’s American sports-watch character.
  • Detrola — Shinola’s Detrola is the brand’s bold, accessible quartz collection, built around playful colorways, a durable TR90 resin-and-steel case, and a contemporary design language that targets younger and style-forward buyers.

Timeline

  • 2011 — Tom Kartsotis (founder of Fossil Group) establishes Shinola in Detroit, Michigan, with a mission to create American manufacturing jobs.
  • 2013 — First watches ship, assembled in Detroit using Swiss-made Argonite movements. The brand gains rapid media attention for its 'Built in Detroit' narrative.
  • 2016 — FTC requires Shinola to modify 'Built in Detroit' claims; the brand adjusts to 'Built in Detroit using Swiss and imported parts.'
  • 2019 — Opens the Shinola Hotel in Detroit, extending the brand into lifestyle and hospitality.
  • 2025 — Detroit-based brand continues American assembly operations; expands beyond watches into leather goods, bicycles, and hospitality while maintaining the Runwell and Detrola watch lines.

Frequently Asked Questions about SHINOLA

Are Shinola watches fully made in America?
No. Shinola watches are assembled in Detroit using Swiss-made Argonite (Ronda-based) movements and imported components. The brand focuses on American assembly and job creation rather than full domestic manufacture.
What is an Argonite movement?
Argonite is Shinola's branded name for movements supplied by Ronda, a Swiss quartz movement manufacturer. They are reliable Swiss quartz calibres assembled into Shinola cases in Detroit.

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