Motor City watches
How a new American watchmaker is helping to keep Detroit alive and ticking
Posted: 28 Oct 2013
And at a time when US producers - especially homegrown carmakers - are moving production overseas, the idea of good ol' American-made goods is obviously going down well. But why Detroit? The company has no roots here. Many would look at the frankly terrifying headlines and drive out of town, fast. "The idea of making watches in the US, and Detroit specifically, resonates very well," says Steve. "And for all the right reasons: creating jobs, creating potential." Of course, this makes for a nice story, and creates a buzz around a start-up business in a hugely busy marketplace. But what about the hard commercial reality? Is it worth the risk? "There's always risk in starting a new business, it doesn't matter whether it's in New York, LA or Detroit," says Steve. "If we were choosing a base today, we would still come to Detroit. Obviously it has its challenges, but there's a wonderful DNA in this city."