Shinola claims to have made The Official Watch of Something

Shinola Detrola low res

Shinola likes its latest slogan so much, it has secured it with a trademark. The Official Watch of Something™ might sound like a gadget from Hitchhiker’s Guide to the Galaxy, but is in fact the tag line for a fresh collection of watches called the Shinola Detrola.

The Detroit-based company describes the watches arriving “at the intersection of quality craftsmanship and youthful design, featuring highly-collectible watches that are built with high-grade components, clever engineering and vibrant colorways”.

Some come with easily forgotten names like the Model D and The No.2, others — Pine Knob, The Pinky and The Ace — may linger longer in the mind.

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There are only 250 of each, all priced at $395.

The large 43mm watches with silicon straps are designed to be noticed. Some are in muted blue and black, others mix green, yellow and pink or three shades of pink. All house the Detroit-built Argonite 705 movement.

They go on sale today, August 22, in Shinola stores and on and will then have an exclusive run with Neiman Marcus online and in-store beginning September 25.



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Rob Corder

The author Rob Corder