The mission of Shinola is to build a modern and quintessentially American brand through the reintroduction of domestic manufacturing at a scale that can shape culture, create community, and deliver goods of the highest quality that are built to last.

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Shinola celebrates the beauty of manufacturing and investment in the American workforce. Shinola was founded in 2011 with the goal to make quality products and to make them right here in America. Shinola started by partnering with a world class watchmaker based in Switzerland to help them build a state-of-the-art watchmaking factory in 30,000 square feet of the College for Creative Studies (CCS) in Midtown, Detroit and has trained Detroit locals on the delicate process of movement and watch assembly. The Shinola lightning bolt—which appears in numerous locations on every watch—symbolizes the beauty of industry, Shinola’s respect for craft, and a commitment to quality. Standard across all styles but unique to a Shinola watch—the signature iconic case back plates are individually numbered, beautifully designed, and proudly display “Built in Detroit.”


Long’s Jewelers is proud to carry Shinola Watches in our Massachusetts and New Hampshire locations. If you have questions, or are looking for something specific, please call one of our stores during retail hours, see a list of locations and hours here, or call our central office at 781.262.5841 during corporate business hours (M-F, 9 to 5). You can also email or make an appointment in one of our stores.