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The watches in Shinola’s new “Detrola” collection are, from left to right, The No. 2, The Pinky, Pine Knob, The Islander, The Ace, The Daily Wear and The Model D.
Detroit—Shinola just introduced a new collection aimed at younger generations of consumers, as it’s individualized, affordable and, in the vein of companies like Supreme with its “drops,” limited in quantity.

Introduced in late August, “Detrola” is a line of 43 mm unisex watches with silicone straps and resin cases described by the brand as being “lightweight” and “durable.” The watches are powered by the Argonite 705 movement.

There are seven models in the Detrola collection, all of which retail for $395 and are limited to 250.

20190909 Islander box
Each watch comes in a long, skinny box, not the brand’s standard packaging, with an individualized illustration that’s a nod to the model inside. For example, the packaging for the pastel-colored “The Islander,” pictured above, features tropical fruits.

Shinola started selling the Detrola on its website and in its stores Aug. 22. Neiman Marcus will start carrying the collection Sept. 25.

SEE: The 7 Watches in the Detrola Collection

The introduction of the Detrola collection followed news earlier this summer, first reported by Daily Detroit, of layoffs at the Motor City-based company, with the website reporting that it has had “inklings” of trouble at the company since the departure of CEO Jacques Panis in March 2018. (Panis became CEO of lab-grown diamond company New World Diamonds earlier this year.)

A Shinola spokeswoman confirmed the layoffs to National Jeweler last week.

She said the company, which employs “more than 500 people,” cut its workforce by “less than 5 percent,” meaning it eliminated about 20-25 jobs.

“As we remain committed to delivering the highest-quality products to customers, the company is taking the necessary steps to refocus its business strategy for future operations,” Shinola said in an official statement on the layoffs.

“Shinola is a small family. Our employees are this company’s foundation and the decision to restructure was not made without careful consideration. While difficult, this step is critical to enable and scale profitable growth. We are grateful to have been able to identify specific local employment opportunities outside of Shinola for each employee affected and will continue to support them in any way we can.”

The company also declined to renew leases on three stores between 2018-2019—in Minneapolis, Miami and New York’s SoHo neighborhood—but opened two new stores, in Edina, Minnesota and Shaker Heights, Ohio.

Shinola, which sells bicycles and leather goods in addition to watches, currently has 32 stores, including two international locations, in London and Toronto.

The company is owned by Bedrock Manufacturing. Bedrock also owns Seattle-based Filson, which makes outdoor clothing, accessories and luggage.

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