Shinola:


...Instead of utilizing cosmetic components (cases, dials, crystals and straps) that would provide for a $300-$400 starting price point, we upgraded all aspects of component quality dramatically.

Crystals are all sapphire. The watch case is engineered and made by the same case maker that makes cases for some of the finest and most popular ‘Swiss’ watches in the market today. Dials are over-printed 13, 14 times and the most sophisticated luminous paint lights up the numerals and hands in the dark. The leather for the straps come from Horween of Chicago...

...They will now have an opportunity to own a watch of ‘Swiss’ quality that’s made in America and is an incredible value. All those brands who sell $3,000 to $5000 three-hand watches with a stainless steel case and an automatic movement will now be competing with something of the same feel with the difference being that the movement is not automatic but, instead, a quartz movement with 46 to 100 Swiss parts being assembled in a very special place: Detroit. Price: $500-$1000.

In the case of Shinola, however, Kartsotis is launching a new company under a brand made famous for shoe polish. The original Shinola brand was founded in 1907, and gained notoriety during World War I, when a disgruntled young soldier was said to have shined his commander’s boots with feces. The rumor led to the popular colloquialism, “You don’t know **** from Shinola.”

After one of Bedrock’s managers made the crack to an office colleague, the joke turned to a serious discussion about restoring the long-idled Shinola brand, whose trademark, it turned out, was available.