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Welcome, Shinola Watches, to Gerald Peters!

March 18th, 2016

Introducing Shinola

Gerald Peters is proud to now offer Shinola, the nationally-recognized luxury watch brand whose aim is to redefine American luxury through American quality.

"The story of the Shinola brand, its factory, and "built in Detroit" products may be a blueprint for how to save elements of American industry, or perhaps represents a mere niche approach to creating new American brands"

In 2013, Shinola asked, "Why not accept that manufacturing is gone from America? Why not let the rust and weeds finish what they started? Why not just embrace the era of disposability?" The brand worked hard not to find it's answer, but to build it. Shinola never thought American manufacturing ever failed for being too good. It's worst didn't come when it was at it's best. It happened when it thought good was good enough. It's starting with the reinvigoration of a storied American brand, and a storied American city, because Shinola believes in the beauty of industry. The glory of manufacturing. Shino knows there's not just history in Detroit, there is a future. That's why it's base and manufacturing plant is there. Making an investment in skill, at scale. Creating a community that will thrive through the excellence of craft and pride of work.

"We transformed 30,000 square feet of raw space into a state-of-the-art watch factory inside the College for Creative Studies within the historic Argonaut building. Our production combines meticulous hand-assembly with the most advanced technology available to ensure our watches are both beautiful and built to last.

View this short film for a look at the training process our watch assembly team underwent through Ronda AG, our Swiss partner:

In 2014, as part of our goal to bring more jobs and manufacturing capability to Detroit, we began building Detroit's first full-service watch dial factory. Today, the factory is screen-printing a portion of Shinola dials, each marked by a D on the dial.


Later this year, we will expand to paint and punch Shinola dials here in Detroit, creating more high-quality American jobs in the process.

The 12,000-square-foot Shinola Leather Factory produces small leather goods and over 50 percent of our watch straps, using traditional labor-intensive methods as well as modern hi-tech custom-made Italian machinery. Like all of our leather goods, these products are made from leather tanned in some of America's oldest and finest tanneries."


Gerald Peters is proud and honored to be the sole and exclusive vendor of Shinola on Staten Island.

Text & Images taken from Shinola's website,