Shinola Detrola watch

Shinola is a luxury lifestyle brand founded in 2011, taking its name from a defunct American shoe polish company. Based in Detroit, Michigan, the brand became a symbol of the city's industrial revival by opening a watch factory in the Argonaut Building, where skilled artisans assemble timepieces by hand.

The Detrola collection is characterized by its use of TR90 resin cases and a more playful, accessible design aesthetic compared to the brand's premium steel-case models. While the watches are famously "Built in Detroit," the movements and various components are sourced from Switzerland and other international locations, blending American craftsmanship with global engineering.

Shinola is owned by Bedrock Manufacturing Co., a private equity firm founded by Tom Kartsotis, who also founded Fossil Group. The brand has expanded beyond watches into leather goods, bicycles, and even hotel hospitality, maintaining its headquarters and primary assembly operations in the United States.