Shinola says it was founded in 2011 and began with the idea of bringing watchmaking back to the United States. Across its watch pages, the company places this work in Detroit. Product and warranty pages state that its watches are assembled in its Detroit factory, and multiple product pages describe them as designed in Detroit.
On several watch product pages, Shinola says its factory is built on Detroit’s legacy of craftsmanship and stands as the first U.S. watch factory of its size in over 50 years. The site also documents recurring watch specifications and construction details. Examples include Argonite quartz movements in Runwell and Canfield models, top loaded case construction in the Canfield line, and automatic Monster models with substantial water resistance.
Collections shown on Shinola's watch pages have included Runwell, Canfield, Birdy, Monster, Derby, Vinton, Mechanic, Runabout, and Duck. The site calls the Runwell the one that started it all, and the Runwell collection page describes it as Shinola's inaugural timepiece. Product pages also show variants such as Canfield C56 watches and chronographs, Birdy Moon Phase models, and Monster automatic watches.
Shinola's watchmaking activity is presented throughout the site as centered in Detroit. Product pages list concrete details such as case sizes, crystal types, depth ratings, and laser etched or etched serial numbers on casebacks. The site also says Shinola offers a limited lifetime warranty on its metal quartz and automatic timepieces, with a 3 year limited warranty for its TR90 resin and ocean plastic timepieces.
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