Shinola Debuts Colorful, Less Pricey Detrola Collection

Detroit-based watchmaker Shinola has debuted a new watch collection that infuses vibrant color—and a young, playful attitude—into the brand’s offerings.

The new Detrola collection takes a page from classic Swatches in its approach to color and simplicity—but marries that graphic punch with high-end materials. The collection comprises seven watches, all boasting rubber straps and bezels crafted with colorful enamel.

“We acquired the Detrola name a few years back with the intent of using it for something really special down the line,” Daniel Caudill, Shinola’s creative director, told JCK. “It was time for us to create a really fun and colorful collection that was just enough of a departure from our signature Shinola aesthetic, and that’s when Detrola really came to fruition. Each watch has a personality of its own, catering to the fashion crowd, at a price point that’s more attainable to a younger audience.”

Shinola Detrola watches The Ace
The Ace watch from Shinola’s Detrola collection, $395
Shinola Detrola The Number Two watch
Shinola’s Detrola Number Two watch, $395

Each 43 mm Detrola is built with high-grade components, including a flexible, quick-release silicone strap and a case made of TR90, a high-grade resin. Inside is a Detroit-built Argonite 705 movement, topped by K1 crystal (classified as the hardest, most durable mineral crystal).

Even the packaging for Detrola is a departure. Detrolas come in a long, skinny box with a foam insert that features fun illustrations.

At $395, the price is more accessible (by at least $100) than that of a typical Shinola. But while it looks casual/sporty and costs less, the watch is actually a limited edition. Only 250 units per colorway are being produced.

The Detrola collection hits stores Aug. 22 and will be available online Aug. 25.

Shinola Detrola The Islander watch
The Islander watch from Shinola’s Detrola collection, $395
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JCK Magazine Editor