From Shoe Polish to High-End Watchmaking
The original Shinola shoe polish company was founded in Rochester, New York in 1877 and ceased operations in 1960. In 2011, Texas investor Tom Kartsotis—founder of Fossil Group—acquired the trademark under Bedrock Manufacturing with a daring ambition: build a large-scale American watch factory in Detroit to compete with Swiss horology.
Kartsotis established Shinola's headquarters on the fifth floor of the Argonaut Building in New Center, a historic Albert Kahn-designed former General Motors research facility now owned by the College for Creative Studies (CCS). Partnering with Swiss movement maker Ronda, Shinola trained local Detroit workers—many with automotive assembly backgrounds—in precision watchmaking.
The Shinola Hotel: Woodward Avenue's Living Room
In January 2019, Shinola expanded into luxury hospitality with the opening of the Shinola Hotel at 1400 Woodward Avenue. Combining five restored buildings—including the historic Singer Building—the 129-room boutique hotel features custom Shinola clocks, Horween leather accents, and Chef Andrew Carmellini's acclaimed Italian tavern, San Morello.
Today, Shinola employs over 400 people and has grown into a multi-category lifestyle empire spanning watchmaking, leathercraft, jewelry, audio equipment, and bicycles, standing as one of Detroit's most recognized brand ambassadors globally.
Manufacturing Philosophy
"We believe in creating products that are built to last, assembled with pride in Detroit, and designed to celebrate American industrial craftsmanship."
— Shinola Detroit Leadership
Company Milestone Timeline
Bedrock Group acquires the historic Shinola brand name and establishes watchmaking operations inside Detroit's Argonaut Building.
Shinola releases its flagship Runwell 47mm watch, selling out 2,500 limited-edition units in one week.
Shinola opens the 129-room Shinola Hotel at 1400 Woodward Avenue in partnership with Bedrock, featuring San Morello restaurant.
Shinola expands its global retail presence across North America and Europe while keeping 100% of watch assembly based in Detroit.
Frequently Asked Questions
Where are Shinola watches made?
Shinola watch movements are assembled by hand inside their 30,000-square-foot factory located on the fifth floor of the Argonaut Building in Detroit, Michigan.
What is the Shinola Hotel in Detroit?
The Shinola Hotel is an 8-story, 129-room boutique hotel located at 1400 Woodward Avenue in downtown Detroit, created in partnership with Bedrock Detroit.
What products does Shinola manufacture in Detroit?
Shinola hand-assembles watches, crafts fine leather watch straps and bags, designs clocks, wall clocks, jewelry, and luxury lifestyle accessories.