Detroit built Shinola uncorporate watch box gift packaging and Book of Craft unboxing

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If you order an "uncorporate" gift from Shinola, it comes in this large, elaborate packaging that includes the leather coffee table Book of Craft, leather card wallet, and Shinola watch of your choosing.

Shinola
Tom Kartsotis, Steve Bock
Website www.shinola.com
Shinola LLC is an American lifestyle brand which specializes in watches, bicycles, and leather. Founded in 2011, its name is a nod to the defunct Shinola shoe polish company that operated in the early- and mid-20th century. Shinola is owned and operated by Bedrock Brands, a privately owned Texas investment group, and was launched by Tom Kartsotis,[1] one of the founders of the Fossil Group retail conglomerate.[2]

Today, every Shinola product is, technically speaking, assembled in the United States.[6][8][9] However, many parts used in Shinola watches are manufactured in China and Thailand. These factories are owned by companies based in Switzerland.[6][10][11] At the time of the company's founding in 2011, no American watchmaker had produced watches at scale since the late 1960s, with U.S.-based watchmaking relegated to select specialty companies such as RGM in Lancaster, PA.[12][13] Shinola's current tagline is "Where American is Made,"[A] and the company has actively utilized Detroit's reputation as a worldwide manufacturing hub in its marketing of the brand.[15]

The company's headquarters and watch factory are housed within the College for Creative Studies (CCS) on the fifth floor of the Alfred A. Taubman Building in Detroit, a former automotive research lab.[16] Shinola's occupation of the CCS space at first occurred by accident when Bedrock officials, seeking a manufacturing site after resolving to rebuild Shinola, visited the College and the elevator unexpectedly opened on the fifth floor, which was vacant at the time. They decided to transform the 30,000 square feet of vacant space into their watch factory and company headquarters.[6][8] To build out the watch factory, the company partnered with Ronda, which also brought in expert watchmaking veterans to train Shinola's watch assemblers, all of whom had no prior experience in watchmaking. Currently, the factory has the capacity to finish the assembly of 500,000 watches a year.[17]

Most of the workers assembling watches are local Detroiters, and many of them come from the auto business.[18] Since the company's founding in 2011, it has grown to over 400 people.[19]