Why Shinola is Making a Case for Made-in-Detroit

ORIGINALLY PUBLISHED ON LYST - March 2015

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Born and raised in Detroit, Shinola is THE watch brand for editors in the know. Creative Director Daniel Caudill explains why he’ll never move the business from Motor City.

On new starts

I was a stylist in Los Angeles and was doing a lot of brand and consulting work when I got involved with Shinola. I was introduced through a friend and we started talking about what the look and feel of an American-based watch brand would be. It just started from there and was very organic, I’ve been with the company since the beginning.

On Detroit

The whole brand is based around the Shinola watch factory in Detroit, it’s the epicenter of everything. Detroit was right at the top of the list for a location, it has a history of manufacturing and amazing people—it was the people who really drew us to the city. People have been so willing to help and engage with us—it really is a testament to the spirit of Detroit.

There are a lot of new things happening in the city—restaurants and art—it’s an exciting time to be here and be a part of that. Detroit very quickly felt like home. There is a real sense of pride here—one of my favourite things about the city is the feeling I get when I’m here. People are very honest and there is an infectious optimism that I miss when I leave.

On making the perfect watch

I think it’s the quality of Shinola watches that really sets them apart. We have a lifetime guarantee and we really stand behind the product wholeheartedly. We want to make products we‘re proud of.

I spend a lot of time in our stores and what’s amazing is the different types of people that love the brand. The demographic is so mixed—rather than being defined as young or old, male or female, a Shinola fan is someone who really appreciates quality products and is interested in where something comes from.

Tastes are changing. People are less concerned with fast fashion, they want to know that something is going to last. We’re not trying to make products that are the newest thing you need this season—we’re making something with longevity.

On wearable tech

There is room for everything in this world, including wearable technology. There are so many different types of people and there are watches to suit any need. We all have different tastes on different days—I can’t live without my phone but I also can’t live without my journal—there is a time and a place for both and the same goes for wearable tech.

On the uniform

I wear the exact same thing to work every day. I wear five-pocket denim, usually dark, a short sleeved sweatshirt and tennis shoes. We make a Shinola sweatshirt so I wear that all the time too, and if it gets cold I put a jacket on.

On the Shinola family

The factory is the heartbeat of the company and the people that work there are so important. Shinola isn’t about a designer or a big name, it’s about the people—that’s the story. The first ten employees have all since moved on to more senior roles and are leading teams in production, quality control and assembly.

Before, someone was a security guard and someone was a nail technician and someone was unemployed, but Shinola brought them together. The training was long and it was tough, but we really wanted to make sure we had the right people—those with drive and with a heart. You can teach anyone the skills to master a craft as long as they really want to learn.

We have almost 400 employees now, but it still feels like a small company. We have a huge break space and everyone from the watch factory, the leather factory and the accounting team all sit together. They all go out for drinks together and they all play ping pong together. I feel very lucky to call Shinola, and Detroit, my home.