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About Shinola

Why Open A Watch Factory In Detroit?

Why not accept that manufacturing is gone from America? 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 four 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.

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 our watch assembly process. Our watch teams underwent extensive training 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.

Shinola Leather Factory

The 12,000-square-foot Shinola Leather Factory produces small leather goods and over 50 percent of our watch straps, using traditional labor-intensive methods as well as modern hi-tech custom-made Italian machinery. Like all of our leather goods, these products are made from leather tanned in some of America’s oldest and finest tanneries.

Located next door to the Shinola Leather Factory is our Leather Studio where our bags and small leather goods are crafted from sketch to sample by our designers. In the future these designs will be built in Detroit, but in order to meet current demand for our leather goods, we’ve partnered with a hand-selected group of American manufacturers across the country to achieve our full production at scale.