Hey Hey, Hockeytown: The Cold-Weather Sport Is Red-Hot for Jewelers

By Karen Dybis | March 09, 2026

Hockey is having a cultural moment, and hockey-related jewelry and timepieces are selling big thanks to the obsessive nature of the sport’s ice-loving fandom.

Rebel Nell and Shinola, both based in Detroit—aka Hockeytown—are among the jewelry and watch brands that are seeing a surge in interest in hockey-themed pieces. Whether it comes out of a collaboration with the hometown team or is even made with a piece of team history, hockey-themed jewelry is a goal-scorer’s goal (IYKYK).

Both the women’s and men’s U.S. hockey teams won gold at last month’s Milan Cortina Winter Olympics, and excitement over the sport has reportedly fueled a boost in attendance and television ratings for the NHL. Then there’s the HBO phenomenon Heated Rivalry, a six-episode series (based on Rachel Reid’s romance novels) set in the world of professional hockey.

Both of the show’s leads are now casually repping jewelry brands—Connor Storrie has been all over town in Tiffany & Co., while Hudson Williams seems to favor Bulgari—which is causing some jewelry watchers to wonder if they’ll become rival ambassadors soon enough.

Rebel Nell Olympia Charms — *Rebel Nell has created charms using brick from the Old Red Barn, as Detroit’s now-demolished Olympia Stadium was known. (Photo courtesy of Rebel Nell)*

In a city (and state) that really loves its hockey team, Rebel Nell recently dropped the Olympia charm, made with brick from the Detroit Red Wings’ home arena from the 1920s through the ’70s.

Amy Peterson, cofounder of Rebel Nell—which has a history of making jewelry with salvaged materials from Detroit landmarks—says the piece honors the Red Wings’ 100th anniversary this year. Rebel Nell wanted to create something special for that golden anniversary, she says, and at least half of the 50 pendants in the limited edition, priced at $110 each, have already sold.

Secret fact: Peterson used to be a competitive figure skater, so her love for the ice runs deep. She went to Italy to watch the Olympics in person, so the Olympia charm debut was themed to her travels as well.

“We’ve had the Olympia bricks for a long time and were waiting for something fitting to use them in jewelry,” Peterson tells JCK. “A fan came into the store right around the time we launched our Joe Louis collection and asked if we’d want his family’s collection of Olympia bricks.… That’s the beauty of each Rebel Nell collection—no two are alike.”

Across town, watch brand Shinola has collaborated with the Red Wings on a limited-edition timepiece, the Hockeytown Runwell 41 mm, that says Hockeytown in place of the usual Detroit under Shinola’s name on the watch face—which is a custom cardinal red, to match the team color. In the dial, the 11 has a subtle silver sheen, to commemorate the 11 Stanley Cups the Red Wings have brought home to Detroit. The caseback features their Winged Wheel centennial logo.

Hockeytown Shinola — *The Detroit Red Wings’ Winged Wheel logo is incorporated into the number* 100 *for the team’s centennial in 2026, as seen on the back of the Shinola Hockeytown watch.*

“For 100 years, the Detroit Red Wings have defined excellence, resilience, and the relentless spirit of Detroit,” Kevin Wertz, chief market officer of Shinola, said in a statement. “Marking that legacy with a timepiece built with intention, crafted in the heart of the city, and designed to stand the test of time just like the Red Wings themselves is a powerful way to honor this centennial, celebrating Detroit, its people, and a standard of greatness that never fades.”

Shinola’s Hockeytown Runwell went on presale on Feb. 4, and its limited run of 500 pieces, retailing at $750, sold out immediately, the brand said.

The Red Wings, an Original Six team of the National Hockey League, has been owned by Mike and Marian Ilitch, Detroit entrepreneurs and philanthropists, since 1982. Under Ilitch ownership, the team has won four Stanley Cups, six Presidents’ Trophies as the NHL’s regular-season champion, and 16 division titles.

Top: The Shinola Hockeytown Runwell watch (photos courtesy of Shinola)