Why open a watch factory in Detroit?

Why open a watch factory in Detroit?

Why not accept that manufacturing is gone from this country? Why not let the rust and weeds finish what they started? Why not just embrace the era of disposability? And why didn't we buy a warmer coat before we moved here?

Through three Detroit winters, we’ve asked ourselves these questions. And worked not to find our answer, but to build it.

Because we don't think American manufacturing ever failed for being too good. Our worst didn't come when we were at our best. It happened when we thought good was good enough.

It's a tall order to return to form, but we're up for it. We’re starting with the reinvigoration of a storied American brand, and a storied American city. Because we believe in the beauty of industry. The glory of manufacturing.

We know there’s not just history in Detroit, there is a future.

It’s why we are here. Making an investment in skill, at scale. Creating a community that will thrive through excellence of craft and pride of work. Where we will reclaim the making of things that are made well. And define American luxury through American quality.

  • Our Bicycle Workshop

    Each Shinola bicycle undergoes a precise, custom-level assembly by experts in our Detroit Flagship retail store at 441 W. Canfield. Because we believe there's only one way to properly build a bicycle, and that's one at a time, by hand, with rigorous attention to detail and using only the highest quality components available. Click here to view a short film about our frame production in Wisconsin and our assembly operations in Detroit.

    To read more about the Shinola team producing our quality, high-end bicycles, scroll over the images below. 

    Craftspeople

    Sky Y.
    Bicycle Design & Production
    Hometown: 
    San Rafael, CA
    Years of Service: 
    3
    Alex S.
    Bike Assembly Specialist
    Hometown: 
    Royal Oak, MI
    Years of Service: 
    3
    John A.
    Production Manager
    Hometown: 
    Pewaukee, WI
    Years of Service: 
    2
    Courtney W.
    Bicycle Assembly Specialist
    Hometown: 
    Royal Oak, MI
    Years of Service: 
    1
  • Our Detroit Watch Factory

    We transformed 30,000 square feet of raw space into a state-of-the-art watch factory inside the College for Creative Studies within the historic Argonaut building. Our production combines meticulous hand-assembly with the most advanced technology available to ensure our watches are both beautiful and built to last. 

    View this short film for a look at the training process our watch assembly team underwent through Ronda AG, our Swiss partner. And read more about some of the skilled craftspeople assembling watches and movements at our Detroit watch factory by scrolling over the images below.

    Craftspeople

    Lakishka R.
    Assembler
    Hometown: 
    Ferndale, MI
    Years of Service: 
    2
    Olivier de B.
    Plant Manager
    Hometown: 
    Namur, Belgium
    Years of Service: 
    3
    Titus H.
    Assembler
    Hometown: 
    Inkster, MI
    Years of Service: 
    2
    Tonya H.
    Assembler
    Hometown: 
    Detroit, MI
    Years of Service: 
    2
    Cora A.
    Security
    Hometown: 
    Detroit, MI
    Years of Service: 
    2
    Willie H.
    Movement Assembly Line Leader
    Hometown: 
    Detroit, MI
    Years of Service: 
    2
    T.T.
    Assembler
    Hometown: 
    Flint, MI
    Years of Service: 
    2
    Judith W.
    Assembler
    Hometown: 
    Detroit, MI
    Years of Service: 
    2
    Stefan Mihoc
    Master Watchmaker
    Hometown: 
    Troy, MI
    Years of Service: 
    3
    Gregory P.
    Assembler
    Hometown: 
    Detroit, MI
    Years of Service: 
    2
    Ranetta A.
    Team Leader
    Hometown: 
    Redford
    Years of Service: 
    1
    Don S.
    Maintenance Technician
    Hometown: 
    Detroit, MI
    Years of Service: 
    2