Motor City watches
How a new American watchmaker is helping to keep Detroit alive and ticking
Posted: 28 Oct 2013
"Business is still here in Detroit," says Willie, on a quick break from his regular 7-to-5 shift. "I believe it's been a big deal for the media," he says. "But it's just news. As far as work's concerned, it's business as usual." As an assembly line manager, Willie looks after the 10 or so people putting together quartz movements using parts shipped from Switzerland. "I work with the engine of the watch," he says. "We build it here. It's the main component, with everything put around it". Right now he's working on the 715 calibre for the Brakeman, a good-looking centrepiece in Shinola's excellently styled range. With its cushion-case and minimalist markers, it could be mistaken for a stone-cold Seventies classic.