In 2013, Shinola opened its factory doors in Detroit, Michigan, creating a brand story previously untold in the watch industry. While several well-respected, American-made watchmakers were established prior to Shinola, the brand distinguishes itself by producing durable watches, bicycles, and leather goods that are relatable to the style conscious with an affinity for all things Americana. The brand also often steps out of its comfort zone to collaborate with like-minded companies and artists on everything from pocket knives to footballs to skate decks, and looks to take its design aesthetic into the hotel industry.