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 — The original Shinola collection — clean, American-styled watches with Argonite (Ronda-based) quartz movements, assembled in Detroit.
- Canfield — Refined dress collection with a thinner profile and dressier aesthetic, named after the historic Detroit street.
- Monster — Bold, oversized dive-inspired watches with robust cases and legible dials, aimed at everyday rugged wear.
- Detrola — Accessible entry-level collection in playful colours, designed as a gateway to the brand for younger 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.