Shinola’s Smart New Focus

Since its debut in 2013, Shinola, the Detroit-based brand that almost single-handedly put American watchmaking back on the map, has exuded a no-nonsense, masculine appeal. Just look to its signature timepiece, The Runwell, a sturdy men’s model inspired by the railroad watches of America’s late-19th-century watchmaking heyday.

On Friday, however, the brand signaled a smart new focus with the opening of its third New York City location, on Prince Street in bustling SoHo. The store’s products will skew in a new, more feminine direction, as evidenced by its exclusive, specially curated assortment of limited edition and one-of-a-kind women’s accessories—including chic women’s wristwatches branded under the Gomelsky label, 14k gold and sterling silver jewels designed by longtime collaborator Pamela Love, and stylish alligator leather pouches in summery pastel hues. (The story of how the watch line came to be named after me is long, but fun. Read all about it here. And check out the latest styles below!)

The Eppie Sneed in PVD gold case and bracelet with malachite dial, $950; Gomelsky by Shinola

The Agnes Varis in PVD gold case with mother of pearl and amethyst dial on petal pink alligator strap, $1,100; Gomelsky by Shinola

The Shirley Fromer in stainless steel case and bracelet with sandstone dial, $850; Gomelsky by Shinola

In keeping with today’s hyper-focus on personalization, the store will offer complimentary monogramming, jewelry engraving, and a custom watch bar, where customers can build their own timepieces after choosing from an assortment of watch cases and straps. The comfy couches invite shoppers to sit down and stay a while—aka, experiential retailing 101.

“This space welcomes a very relaxing shopping environment with a neutral color palette—we want the customer to feel encouraged to hang out, try on, and really get to know the brand,” says creative director Daniel Caudill. “Given this store has a larger women’s assortment than our other locations, we designed the space keeping the Shinola woman in mind. She is smart, fun, empowered, and adventurous—but also effortless. She’s interested in quality and craft. This is exemplified in this store, and in all of our women’s products—including the one-of-a-kind pieces that will be exclusive to SoHo.”

Check out the new store in the photos below: