WHO WE ARE
In the fall of 2011, Shinola, a Bedrock Manufacturing brand, was conceived with the belief that products should be built to last, and they should be built right here in America. We built our watch factory within the College for Creative Studies in the former Argonaut building. As a new company with a storied name, we stand for skill at scale, the preservation of craft, the beauty of industry.
PARTNERSHIP WITH COLLEGE FOR CREATIVE STUDIES (CCS)
Shinola is the first company in decades to produce watches at scale in America, and the first company to be based within CCS. Our partnership with the college is a meaningful collaboration that involves facilitating and leading immersive design courses.
Our online shop, www.shinola.com, launched March 2013, and by fall 2013 our distribution will include specialty fashion and jewelry retailers, as well as upscale department stores nationwide. In early summer 2013, we will also open flagship stores in Midtown Detroit and Tribeca NYC.
The majority of our watches will retail between $475 to $995.
Shinola is owned by Bedrock Manufacturing and RONDA, AG (www.ronda.ch).
ORIGIN OF COMPONENTS
Our goal is to create Shinola products that are predominantly American-made. Although a challenge today for numerous reasons, including the absence of at-scale American manufacturing for many of the components we need, we are working with like-minded partners to make it happen. At present, nearly all of our watchstraps, journals, and leather goods are sourced in the United States. Our watches are 100% assembled in our Detroit factory with both domestic and internationally sourced components. Our hope is that we can cultivate a cottage industry of suppliers who will move their operations to Detroit in order to supply us with needed components. With hard work and collaboration, we believe we can establish ourselves as an iconic brand, while expanding the capacity—and reinvigorating the spirit—of manufacturing in America.