The business launched its first collection last year as a direct-to-consumer e-commerce business for British-designed and Swiss-made watches, but this month appointed a consultant to start adding retail stockists.
Data shows that retail sales for watches at all price points are now flat for the year-to-date, or at least up by just 0.4%.
Line between media company and retailer blurs even more as the world's second biggest watch brand signs-up.
While Mr Williams brought his philosophy to the watch, Richard Middle came to the project with high-tech materials, state of the art technology and the skills of its engraver, enameler and painter.
Currently Shinola's president, Shannon Washburn will take on the additional role of CEO with immediate affect. The promotion gives her a seat on the board, and she will report directly to Shinola founder Tom Kartsotis.
Selling luxury watches these days is all about providing a memorable experience, and few are as unforgettable as the Bride of Frankenstein fireworks in Wilmslow.
The news was announced on Friday that Tom Lewand would be leaving the Detroit-based manufacturer after three years
Each of the 47 watches is inspired by rock and roll and the places visited by the Rolling Stones on tour.
Chelsea footballers join Hublot chief executive and guests for a celebration of their long-term partnership.
The 100 piece limited edition Classic Fusion Chronograph has a dark blue dial with silver subdials and counters framed by a lighter blue ceramic bezel.