IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
WatchesSep 09, 2019
Shinola Introduces Colorful, Lower-Priced Line
The company also confirmed reports of layoffs that first surfaced in late July.
The watches in Shinola’s new “Detrola” collection are, from left to right, The No. 2, The Pinky, Pine Knob, The Islander, The Ace, The Daily Wear and The Model D.
Detroit—Shinola just introduced a new collection aimed at younger generations of consumers, as it’s individualized, affordable and, in the vein of companies like Supreme with its “drops,” limited in quantity.
Introduced in late August, “Detrola” is a line of 43 mm unisex watches with silicone straps and resin cases described by the brand as being “lightweight” and “durable.” The watches are powered by the Argonite 705 movement.
There are seven models in the Detrola collection, all of which retail for $395 and are limited to 250.
Each watch comes in a long, skinny box, not the brand’s standard packaging, with an individualized illustration that’s a nod to the model inside. For example, the packaging for the pastel-colored “The Islander,” pictured above, features tropical fruits.
Shinola started selling the Detrola on its website and in its stores Aug. 22. Neiman Marcus will start carrying the collection Sept. 25.
SEE: The 7 Watches in the Detrola Collection
The introduction of the Detrola collection followed news earlier this summer, first reported by Daily Detroit, of layoffs at the Motor City-based company, with the website reporting that it has had “inklings” of trouble at the company since the departure of CEO Jacques Panis in March 2018. (Panis became CEO of lab-grown diamond company New World Diamonds earlier this year.)
A Shinola spokeswoman confirmed the layoffs to National Jeweler last week.
She said the company, which employs “more than 500 people,” cut its workforce by “less than 5 percent,” meaning it eliminated about 20-25 jobs.
“As we remain committed to delivering the highest-quality products to customers, the company is taking the necessary steps to refocus its business strategy for future operations,” Shinola said in an official statement on the layoffs.
“Shinola is a small family. Our employees are this company’s foundation and the decision to restructure was not made without careful consideration. While difficult, this step is critical to enable and scale profitable growth. We are grateful to have been able to identify specific local employment opportunities outside of Shinola for each employee affected and will continue to support them in any way we can.”
The company also declined to renew leases on three stores between 2018-2019—in Minneapolis, Miami and New York’s SoHo neighborhood—but opened two new stores, in Edina, Minnesota and Shaker Heights, Ohio.
Shinola, which sells bicycles and leather goods in addition to watches, currently has 32 stores, including two international
Shinola started selling the Detrola on its website and in its stores Aug. 22. Neiman Marcus will start carrying the collection Sept. 25.
SEE: The 7 Watches in the Detrola Collection
Each watch in Shinola’s new “Detrola” collection has its own name. This is the Model D.
The No. 2
The Islander
The Ace
Pine Knob
The Daily Wear
The Pinky
The introduction of the Detrola collection followed news earlier this summer, first reported by Daily Detroit, of layoffs at the Motor City-based company, with the website reporting that it has had “inklings” of trouble at the company since the departure of CEO Jacques Panis in March 2018. (Panis became CEO of lab-grown diamond company New World Diamonds earlier this year.)
A Shinola spokeswoman confirmed the layoffs to National Jeweler last week.
She said the company, which employs “more than 500 people,” cut its workforce by “less than 5 percent,” meaning it eliminated about 20-25 jobs.
“As we remain committed to delivering the highest-quality products to customers, the company is taking the necessary steps to refocus its business strategy for future operations,” Shinola said in an official statement on the layoffs.
“Shinola is a small family. Our employees are this company’s foundation and the decision to restructure was not made without careful consideration. While difficult, this step is critical to enable and scale profitable growth. We are grateful to have been able to identify specific local employment opportunities outside of Shinola for each employee affected and will continue to support them in any way we can.”
The company also declined to renew leases on three stores between 2018-2019—in Minneapolis, Miami and New York’s SoHo neighborhood—but opened two new stores, in Edina, Minnesota and Shaker Heights, Ohio.
Shinola, which sells bicycles and leather goods in addition to watches, currently has 32 stores, including two international
locations, in London and Toronto.
The company is owned by Bedrock Manufacturing. Bedrock also owns Seattle-based Filson, which makes outdoor clothing, accessories and luggage.
The company is owned by Bedrock Manufacturing. Bedrock also owns Seattle-based Filson, which makes outdoor clothing, accessories and luggage.
More on Watches
The Latest
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
