Detroit-based watchmaker Shinola has debuted a new watch collection that infuses vibrant color—and a young, playful attitude—into the brand’s offerings.
The new Detrola collection takes a page from classic Swatches in its approach to color and simplicity—but marries that graphic punch with high-end materials. The collection comprises seven watches, all boasting rubber straps and bezels crafted with colorful enamel.
“We acquired the Detrola name a few years back with the intent of using it for something really special down the line,” Daniel Caudill, Shinola’s creative director, told JCK. “It was time for us to create a really fun and colorful collection that was just enough of a departure from our signature Shinola aesthetic, and that’s when Detrola really came to fruition. Each watch has a personality of its own, catering to the fashion crowd, at a price point that’s more attainable to a younger audience.”
Each 43 mm Detrola is built with high-grade components, including a flexible, quick-release silicone strap and a case made of TR90, a high-grade resin. Inside is a Detroit-built Argonite 705 movement, topped by K1 crystal (classified as the hardest, most durable mineral crystal).
Even the packaging for Detrola is a departure. Detrolas come in a long, skinny box with a foam insert that features fun illustrations.
At $395, the price is more accessible (by at least $100) than that of a typical Shinola. But while it looks casual/sporty and costs less, the watch is actually a limited edition. Only 250 units per colorway are being produced.
The Detrola collection hits stores Aug. 22 and will be available online Aug. 25.
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