Shinola

Shinola was founded in June 2011 by Tom Kartsotis, former co-founder of Fossil Group, under his Texas-based investment company Bedrock Group LP. The name was acquired from the defunct Shinola shoe polish brand (1877-1960), inspired by the WWI-era expression 'You don't know shit from Shinola.' Kartsotis's vision was to create an American watch manufacturing brand to rival Swiss watchmakers at accessible prices. The company established its headquarters and watch factory on the fourth and fifth floors of the historic Argonaut Building (now Alfred A. Taubman Building) in Detroit's Cass Corridor. Partnering with Swiss movement maker Ronda, Shinola trained local workers—many from automotive manufacturing—in watch assembly. The first watch, The Runwell Limited Edition, launched in March 2013 and sold out within weeks. The company expanded into bicycles, leather goods, journals, and jewelry. In 2017, Shinola released its first mechanical watch, the Lake Erie Monster, and in 2019 opened the Shinola Hotel in downtown Detroit. The company faced FTC scrutiny over 'Where American is Made' marketing claims, leading to modified labeling practices.