Should You Buy a Shinola Detroit Watch?

If you want to buy a Shinola watch, here’s everything you need to know about them.

Created by Tom Kartsotis in 2011, Shinola pitched itself as a luxury lifestyle brand. It made a killing promoting its watches with the tagline “Where American is Made.” But is Shinola really an American brand? How does Shinola compare to Tissot, for example? And what is the best Shinola Detoit watch to buy? You’ll know the answer to all these questions by the time you reach the end of this article. 

The recession hit Detroit hard in 2007. With many manufacturing companies closing, the city eventually filed for Chapter 9 bankruptcy in 2013. It drastically needed a new lease on life, and that’s when Shinola came along. 

The initial concept of Shinola, the watch brand, was to restore an old building in Detroit and train people to make watches. The idea was simple. Create a factory within an abandoned building from scratch and invest in the city’s infrastructure. Doing so would pique the interest of watch connoisseurs and those invested in Detroit’s declining economy. 

However, there were concerns that Shinola’s “Made in America” claim was misleading consumers. If you’re an experienced watch collector, you will undoubtedly appreciate the importance of a brand’s history. With that in mind, we’ll now delve into the story of Shinola in a little more detail. Hopefully, after doing so, you’ll know whether Shinola is the brand for you.

The History of Shinola Watches

The first Shinola Detroit watches arrived in 2013 and were available in two sizes. The largest, measuring 47mm, sold out quickly, as did the next limited edition watch released later that year. 

Stylish and with a retro flare, many watch enthusiasts were adding Shinola watches to their collection but under a false impression. In 2016, the FTC’s review of Shinola raised concerns that the company’s marketing approach was falsifying its watches. It revealed that Shinola was overstating to the extent that its products were misleading. It was all down to its “Made in Detroit” claim. The Federal Trade Commission states that a “Made in USA” claim must have all, or virtually all, components made there. Whether or not different wording chosen by a company makes them exempt from the FTC’s stipulations requires another much lengthier discussion.

Here’s the thing you have to accept with many watches claiming to be “made,” “built,” or “handmade” in America. Most aren’t entirely telling the truth. For a watch to be “Made in America,” all its parts must be from the US. This includes the movement and all its components. In the 20th Century, this was certainly the case. Hairsprings, jewels, and even the oils of a movement came from US brands. However, after the Quartz Revolution, America lost its watchmaking heritage, and foreign countries produced many of these parts. 

The FTC forced the company to clarify its position on the matter. Subsequently, Detroit implemented a remedial plan to retract its statement. Still today, some collectors question the brand’s supposed commitment to the city of Detroit, especially considering the optimistic prices of its watches. Nonetheless, Shinola’s catalog has some cool styles and collections worth exploring. Let’s take a look at some of our recommendations.

The Best Shinola Watches

Sifting through an overcrowded market of micro brands can be overwhelming. These Shinola watches stand out for their classic styles and solid, timeless designs. What’s more, they’re all perfect sizes for small-wristed males. 

1. Shinola The Derby 38mm

Green watches are on a never-ending run of success and always seem to stay in fashion. This classic-looking 38-mm watch from Shinola’s The Derby collection is green. It takes inspiration from Shinola’s horseshoe creations and features a moss-like green display. The Arabic numeral hour markers are crisp and legible, while the hands feature luminous material for easy timekeeping at night. 

As I mentioned earlier, Shinola-made watches achieve a feeling of quality and luxury. Examples of this are easy to see in the fine polishing of the curved case and gently tapering lugs. Shinola experts fit this watch on a polished, brushed steel bracelet for added dressiness. Lastly, the precise Argonite 772 Quartz (effectively a Ronda movement) sits inside the watch’s slim 50-meter water-resistant case. 

2. The Vinton 38mm

This monochrome watch exudes sophistication and class with its all-silver look. It’s clear by its name that this watch takes inspiration from Detroit’s Financial District. Don’t confuse this with a neo-vintage watch. The Vinton is what Shinola calls a neo-classic watch. These clear and concise dials offer a coherent look with office or formal wear. This model features a silver alabaster enamel dial with grey Arabic numeral hour markers and a clean white date window at 3H. 

The back of this watch’s case offers plenty of space for engraving. It’s a great option for gift ideas for Father’s Day or similar occasions. Moreover, it’s a compact 38mm model, fitting effortlessly across a slender wrist. 

3. Shinola Sea Creatures 40mm

The Shinola Sea Creatures watch is vibrant, bold, and ready for action. The sports watch promises 100-meter water resistance and a vivid blue dial. Here, Shinola does its bit for the environment. The brand sources a case made from ocean-bound plastic. The design is a collaborative effort with #tide ocean. The manufacturer works closely with several leading watch brands, including Maurice Lacroix and Luminox. 

If you like the feel of an exclusive one-off design on your wrist, this Sea Creatures watch offers just that. As its design comprises ocean plastic waste, no two cases or straps look alike. I really love the zesty orange accents in this design. They bring an energetic, sporty, and athletic feel to this cool-looking timepiece. 

4. Shinola Guardian 3HD 36mm

This unisex watch will look great on any guy’s small wrist. Its square-shaped design with rounded corners combines classic steel with a white dial. This 36mm Guardian 3HD model features unusual dial hands finished in black with plenty of lume treatment. The bar lugs have a beautiful polish, while the onion-shaped crown at 3 o’clock delivers unequivocal retro charm by the ton. 

Again, this quartz watch bears the “Detroit” lettering loud and proud above the 6 o’clock date window. If you like “different,” square and rectangular watches will attract attention.

So, Should You Buy a Shinola Watch?

If reliability, accuracy, and quality are important to you, you should buy a Shinola watch. These are certainly not flimsy timepieces. But when it comes to pricing, Shinola can divide opinions. 

Although in a different bracket than Rolex or Patek, Shinola is still a more affordable alternative to many high-end brands. Their solid builds and eye-catching designs make them a preferred choice over a $200 Seiko. On the other hand, prices can vary from around $700 to $5000. Some collectors consider this too expensive for a watch that isn’t actually “Made in America” but merely assembled there. 

Granted, some quartz Shinola wrist watches cost more than some automatic watches currently on the market. The fact you can pay the same price for a Ronda movement as you would a mechanical one leaves some collectors dumbfounded. Still, there is the argument that if you like a watch, you’ll find a way to afford it. That happens in every pocket of the watch-collecting stratosphere, whether a Rolex or a Shinola. 

Considering all that, the brand still charges a premium price compared to its competitors. Although the details are hazy, it would seem Shinola sources some of these parts from Europe, China, and Thailand. Shinola, however, claims its commitment lies in creating well-paid job opportunities for Detroit. 

Does it matter whether these watches are indeed Detroit-made or whether Shinola assembles them there? So long as it’s helping the local economy? Again, it’s an opinion that differs from one watch collector to the next. 

Shinola Watch Bands

Swapping out your watch bands is one way to diversify your timepiece or make the most of your one-watch collection. Shinola watch bands and straps are good quality, like the watches themselves. The company offers stainless steel bracelets that look great with a chronograph. Other options include leather straps, and the brand claims these are all cut and sewn in America. These designs are durable and hard-wearing for plenty of hours on the wrist. 

Shinola also offers silicone and rubber straps perfect for pairing with the brand’s dive watches. In fact, if you’re looking for a band replacement, you’ll undoubtedly find a suitable material and color. 

Again, like its watches, Shinola straps are not all that cheap. Expect to pay around $100 for rubber bands. Bracelets cost around $200, and leather bands cost around $120. 

FAQs

If you’re still unsure whether Shinola is the right watch brand for you, read these FAQs. They cover some interesting questions people often want to know about this brand. 

Which Presidents Wore a Shinola Watch?

Bill Clinton famously donned a Shinola on his wrist in 2016. The Runwell became a favorite of his after visiting the factory in 2014. Obama is also partial to a Shinola watch. Fans spotted him wearing a Runwell at a USA Basketball game earlier this year. 

Is Shinola a Luxury Watch Brand?

Shinola is a luxury watch brand that builds watches to last. It also produces leather, audio, and other lifestyle products. 

Is Shinola Owned by Fossil?

Tim Kartsotis, the man behind Fossil watches, founded Shinola in 2011. Fossil Group Inc. is located in Richardson, Texas, while Shinola is part of Bedrock Group LP. 

Closing Thoughts – Are Shinola Watches Good?

I mentioned earlier that by the time you reach this point, you’ll know the answer to “Are Shinola watches good?”. Shinola creates well-made products, but its watches are expensive. You can buy some of these Ronda movements for as little as $20, yet they sit inside watches costing upwards of $200.

But let’s give credit where credit is due here. Shinola’s optimistic vision to resurrect America’s once flourishing (but now defunct) watchmaking industry comes from a good place. It offers a broad selection of handsome watches that are pretty unique-looking and solidly built. 

There are, without doubt, some real conversation starters amongst its offerings. Some examples include the three-handed flagship Runwell and the Runwell Sport, featuring a chronograph. Also, the Sea Creatures dive watch developed from recycled plastic waste. For something more avant-garde, there’s the rectangular-shaped Shinola Guardian or the surfer’s favorite Duck watch. 

Still, Shinola Detroit watches are not for everyone. The notion that wearing these watches is a fundamental point of pride for American watch fans is not entirely true. Neither is the idea that you are preserving American watchmaking by buying one. Like most “American watch brands” today, very few (if any) can promise genuine, authentic craftsmanship. Most brands actually source parts from Swiss or Japanese watch brands and assemble them in America.

If you want an interesting watch and don’t want to shell out for a Rolex, Shinola could be an option. Especially if you can look past a name once associated with a very misleading tag line. Their watches are undoubtedly robust and reliable, and the brand offers an impressively long warranty.

What’s your take on Shinola? Do you own one of the watches? Let us know what you like or dislike about the brand in the comments below!