Shinola vs Tissot: Who Gets My Vote?

Shinola has quite a niche following, but is the brand camouflaging itself as something it’s not? Here’s my take on Shinola vs Tissot.

It’s hard not to give an unbiased opinion when creating a comparative overview of Shinola vs Tissot. While both companies manufacture watches in the mid-priced sector, they operate fairly differently.  

If you want to know how Shinola fairs compare to Swiss watch brand Tissot, read on.  

Shinola  

Any business that wants to make its home in Detroit is big news. The devastating industrial collapse and decline of the city’s automotive industry between the1940s and 1960s was, after all, catastrophic. 

It needed something, for sure, but I’m not convinced the answer was Shinola. Here’s why.

Not Exactly What It Says on the Box

When Shinola launched, the people of Detroit began to get excited. The hope of putting a touch of pride back into the city, along with some jobs, sounded promising.  

At first, it looked like Shinola was saying and doing all the right things. The brand aimed to inject a nostalgic charm back into watchmaking and reignite its thriving arts and culture scene.

Shinola, owned by Fossil Group, was no more than an embryo in the horological world when it began in 2011. The brand offered the debut Runwell watch in limited supply, which sold out instantly. 

Things were looking good.

Shinola watches captured the city’s blue-collared identity, but there was a problem. They were priced high despite the brand outfitting them with quartz movements. 

They also bore the “Made in Detroit” words. It turns out that statement doesn’t hold water with horologists!

You see, “Built in Detroit” is very different from “Assembled in Detroit”, and the latter was definitely truer for Shinola. 

The company, unlike other rivals, sources the components from Asia and packs them into cases in Detroit. For the record, that doesn’t constitute “Made in America” or even “Built in Detroit”.  

A company needs US-made watch parts to be pedantic about the matter and qualify for the “Made in America” distinction. “Tut-tut” Shinola!

Of course, there is nothing wrong with sourcing components from outside a country and assembling them inside a facility. So long as you don’t glorify it. 

What was grinding people’s gears was the false claim that these watches were American pedigrees. Plus, they came with a rather hefty price tag!

Paying Through the Nose

The consensus about Shinola watches among enthusiasts is that the prices are absurd for what they are. And I can’t disagree.

The Ronda quartz movements inside a Shinola watch don’t cost an awful lot to make. Yet, you’d be lucky to stumble across any Shinola watch priced under $500.

The company’s chronographs cost at least $1,500. That alone isn’t too unreasonable when you consider the brand equips these top-range models with automatic movements.

But when you think about it, respectable brands like Oris, Tudor, and Omega aren’t too far behind that price bracket. Suddenly, Shinola’s watch prices start to sound a little ridiculous.   

You can’t even say that Detroit benefits much from Shinola’s success, either. Sure, the business has brought some jobs to the city, but there is nothing “Made in Detroit” about these watches.  

All that said, Shinola doesn’t make ugly watches. The company isn’t sitting on its laurels, either. I’m just not sure these watches can compete on a serious level with rival companies, given their price and quality.   

Tissot  

Tissot is a much older brand with years of know-how, horological wisdom, and experience under its wing. Its portfolio spans chronographs, dress watches, and sports watches — each one manufactured deep in the heart of Le Locle.  

Practically from day one Tissot has been focusing on reaching milestones and influencing the future of watchmaking. 

Take its many horological milestones as examples: The world’s first anti-magnetic watch,1930. The world’s first plastic mechanical watch, 1971. The RockWatch, developed in 1985, is made from granite sourced from the Alps.  

Tissot also developed the first watch to feature both an analog and digital display. The T-Touch (the first touchscreen model) closely followed the innovation. Just ten years ago, the manufacturer launched the first touchscreen watch operated by solar power.

Whichever design you look at, Tissot watches are all about innovation. You can buy them for an affordable price too! The brand may not be on par with the likes of Rolex, but it certainly has a loyal fan base.  

The preowned market for vintage Tissot watches is also huge. You can consider anything more than 25-30 years old to be vintage, so they’re widely available. Plus, Tissot operates on a large scale, so vintage models are aplenty (and affordable, too!).  

Affordable Quality

Like any watch brand, Tissot has a premium range. These models can reach up to around $3,000, but for that, you can expect a nicely executed 18k gold case.

Many of Tissot’s most popular watch collections have a clear, recognizable identity. Take, for example, the “T-Classic”. The range is home to chronographs and technical-looking pieces like the Chrono XL Classic, while the PRX looks super sporty.  

Then, there are designs from the T-Gold collection — the place to find a timeless design. These 18k gold dress watches are perfect for pairing with formal or sophisticated attire.

Even more popular are watches from the T-Heritage collection. These vintage-inspired models commemorate some of the brand’s most iconic designs from the past.

Meanwhile, the T-Sports collection gears itself towards athletes and sportsgoers. The range includes the PR516, a mechanical chronograph with zesty shots of color, and the 1000-meter water-resistant Seastar 1000.

Shinola vs Tissot — How Do They Both Compare?  

There are plenty of watch brands using off-the-shelf movements. So why so much dislike for Shinola?  

When you consider that a Ronda movement costs a little more than $20, a Shinola watch costing $1,500 seems outrageous. Some Tissot watches cost more than this, but the brand uses Swiss-made components and assembles them in Switzerland, too.

The real difference when it comes to Tissot vs Shinola, however, is in the finish of the watch.  

Many feel the finishing on the Runwell is poor for its price of around $600. Bear in mind that this is one of the brand’s entry point models and should serve as a brand “taster. 

In comparison, the Tissot Gentleman costs around $400 and boasts polished and brushed finishes on the bracelet and case.

Despite Shinola’s attempts to bring more elements in-house, it will take quite a bit to persuade those already put off.

Truthfully, when a collector looks to buy a watch, factors like a storied legacy and proprietary materials are important. So are quality movements and a strong brand identity. These are all values that many respectable brands in the industry, similarly priced, already have by the bucketload.  

Wrapping Things Up

The mid-priced sector of the watch industry is a confusing one to navigate. Some brands gain respect for their quality and their heritage. Others will try their luck at cutting corners and piggybacking off another brand’s innovations.   

When it comes to Shinola vs Tissot, my choice would always be Tissot. I like the idea of an authentic, salt-of-the-earth brand that prides itself on transparency. Tissot doesn’t need to be anything other than what it is. A trusted and reliable manufacturer of timepieces for over 160 years.  

As for Shinola, the way in which the brand entered the scene will always tarnish my opinion. I can’t help but think setting up in Detroit was not so much the desire to help a declining city. Instead, it was a strategic business ploy.  

Do you agree or disagree? Let us know in the comments!