Founded in 2011, Shinola is the Detroit-based brand that’s taken America by storm with its “Built in the USA” marketing NanaDC. The company produces everything from leather goods to bicycles, but it’s their watches that have the most traction. They’re designed to last for generations and celebrate timeless, thoughtful design.
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The company is dedicated to reviving American manufacturing, and they’ve made great strides in the past few years. They now have their own factory that can pump out over 500,000 watches a year, and they’re working on opening another one in Chicago. Their goal is to produce every aspect of the watchmaking process in-house, which will help them make better and more affordable watches.
While the brand has come a long way since their misguided “Made in the USA” slogan, they still have some work to do in order to win the trust of watch enthusiasts. Above a certain price point, buyers want to know that they’re getting something special for their money. Whether it’s proprietary materials, in-house movements, or a rich and storied heritage, there’s always a lot to be desired when you buy a watch that costs over $1000.
Shinola’s watches generally fall into the upper-middle price range, which makes them a good option for those who are interested in entering the world of watch collecting or want to find an affordable alternative to high-end brands like Rolex. They’re also a good choice for those who prefer to wear casual, everyday watches rather than formal ones.