Shinola Arrives at Croft & Stern
“There’s an old American phrase “They don’t know 💩from Shinola.” It originally meant knowing quality when you see it.”
Let’s lean into it
American Craftsmanship, Thoughtfully Made
We’re excited to introduce Shinola to Croft & Stern, a brand that fits squarely into how we think about craftsmanship, longevity, and design.
From Shoe Polish to Timepieces
Shinola started as a household name in the early 1900s, best known for its shoe polish. The brand became part of American culture, even finding its way into everyday sayings. But like many legacy names, it eventually faded as manufacturing shifted overseas and consumer habits changed.
In 2011, the Shinola name was revived with a new purpose. Instead of shoe polish, the focus shifted to building watches in Detroit and crafting leather goods meant to last. The goal was simple but ambitious: invest in skilled trades, create meaningful manufacturing jobs, and prove that quality American production still matters.
The brand became part of Detroit’s broader revitalization story. At a time when the city was rebuilding its identity, Shinola chose to assemble watches there, train local workers, and help restore pride in American craftsmanship.
When we bring Shinola into our studio, we’re not just adding another watch line. We’re supporting a brand that believes in doing things the right way, investing in people, and building products with substance behind them.
An Independent Brand
Shinola is an independent American brand. In a world flooded with mass-produced watches wearing borrowed heritage, Shinola is one of the very few companies that can honestly say this:
Built in America
Powered by Swiss movements
Their watches are assembled in Detroit, using high-quality Swiss movements that are respected for accuracy and durability. That combination, American assembly with Swiss engineering, is rare, and it’s why Shinola stands apart.
Watches for Men and Women
Shinola isn’t a one-lane brand. Their watch lineup is broad, cohesive, and well thought out:
Men’s and women’s watches
Automatic, mechanical, and quartz movements
Clean, timeless case designs
Sizes that fit everyone from 36-48mm cases
More Than Watches: Elevated Lifestyle Goods
Shinola is also a go-to for hard-to-buy-for men, and anyone who appreciates well-made things. Their lifestyle collection includes:
Leather goods (wallets, belts, bags)
Writing instruments
Desk and everyday carry accessories
Bride/Groom and Bridesmaid/Groomsman Personalized Gifts
Thoughtful gift items that feel personal, not generic
These are pieces designed to be used and they only get better with time.
Why Shinola Belongs at Croft & Stern
At Croft & Stern, we believe in brands that respect the craft and the customer. Shinola aligns with that philosophy:
Independent, not corporate
Design-driven, not logo-driven
Built to last, not built to flip
If you’re shopping for a watch with substance, or a gift that won’t end up forgotten in a drawer, Shinola is worth your attention.
Stop in, try them on, and see why this brand has earned its reputation the right way.
Stories of Craft
At the heart of Shinola is a commitment to making things the right way. They are made by hand, with care, and with people who take pride in their craft. This short film offers a behind-the-scenes look at the artisans, processes, and philosophy that define Shinola’s approach to watchmaking and lifestyle goods.
Watch the film below to see what sets Shinola apart.
Shinola partners with real creatives, athletes, and community voices who reflect its values of craft, heritage, and local pride. Poet and activist Natasha T. Miller has been featured as a Shinola community ambassador in Detroit, sharing the brand’s story and supporting local makers.
In the world of sport and youth culture, Shinola teamed with Athlytic to create NIL (Name, Image, Likeness) campaigns featuring student-athletes from Michigan State University and the University of Michigan (including basketball player Malik Hall, football’s Dillon Tatum, gymnast Skyla Shulte, and more). These athletes not only highlighted Shinola timepieces but also gifted them to graduating seniors as meaningful keepsakes tied to achievement.
Shinola also celebrates creative collaborations that honor American cultural icons, such as its Great American Series, which has paid tribute to figures like legendary hip-hop creator J Dilla with special watches and design partnerships rooted in Detroit’s creative community. Their design language and quality have even led to special collaborations with fellow American heritage brands like Cadillac, where Shinola-branded notebooks and co-created timepieces reflect a shared appreciation for craftsmanship, style, and attention to detail.
These relationships are about real stories of craft, community, and impact that align with Shinola’s Detroit roots and nationwide resonance.
