Have you ever wondered what goes into manufacturing some of the most high-quality watches on the market? Well, even if you haven’t, Shinola is here to pull back the veil and showcase exactly what makes its array of world-class watch designs so refined, putting all your quandaries and questions to rest––quite the relief, I’m sure.
For its clever video series, dubbed The Movement, the Detroit-based watchmaker and lifestyle brand takes viewers behind the scenes to get a closer look at some of the key moments during the watchmaking process. But things couldn’t just stop there. Doubling as an imaginative interview show, Shinola invites a spread of pop culture’s most recognizable faces to step onto the assembly line and try their hand at the artisanal trade.
“It’s the Shinola philosophy to do things differently, purposefully, and to share the craft with others,” says Phil Pirkovic, Shinola’s Director of Brand & Partnership. “We wanted to create an unexpected series where people could experience the craft of watchmaking Shinola has been perfecting for a decade and enjoy lasting, meaningful conversations, and The Movement made it all happen.”
Hosted at the brand’s Detroit HQ by Titus Hayes, former assemblyman turned production manager, guests fumble through an attempt to construct Shinola’s flagship watch, The Runwell, while Hayes offers a bevy of thoughtful questions for them to ponder over. Broken into four levels that require increased focus and precision at each step, everyone from Emmy award-winning comedian and actor Tim Robinson and actress Mia Serafino to Detroit Pistons’ guard Jaden Ivey and rapper Royce Da 5’9” take a shot at the deceptively difficult task, leaving with a newfound appreciation for the skilled art form.
“To me, The Movement tells a story of authenticity. Shinola is a movement itself,” shares Hayes when asked about the unique series. “We’re pushing Shinola to the world, and I think the series is the first step in that mission. It shows that it really takes skill and training to build our watches, and honestly, it’s reminded me of my passion for watchmaking.”
As a refreshing departure from trend-mongering chicken shop dates or sneaker shopping experiences, The Movement blends craftsmanship and camaraderie to create a unique experience exclusive to Shinola, paying homage to a storied legacy through a playful tinge. With more episodes on the way, the iconic watch brand has clearly carved out its own lane, not only highlighting the quality of its products but also the hard work put in that positions Shinola in a class of its own.
Check out the full series here and learn more at shinola.com.
