Shinola chose Detroit because of its more than a century history of quality manufacturing. Shinola partnered with Ronda AG, a watch movement maker based in Switzerland, to help build the factory and train Detroit citizens in the delicate process of movement and watch assembly.

Shinola watches are built in midtown Detroit in a state-of-the-art watchmaking factory located in a heritage-rich former GM building constructed in 1928. Shinola celebrates the beauty of manufacturing, the preservation of craft, and investment in the American workforce. Shinola's business boomed during World War I, and the company achieved pop culture status for the WWII colloquialism, 'You don't know s**t from Shinola.' Shinola was re-imagined in 2011 as makers of modern watches, leather goods, bicycles, journals and other products well made and built to last. Shinola was founded as a small-scale shoeshine manufacturer in 1907. The Willard Program allows customers to choose a watch case style and watch strap to build a Shinola watch that looks and feels tailored just for them.

The program is named for Willard Bixby, one of the founders of the iconic shoe polish brand from which Shinola has inherited its name. Elegant Slumming is one of only 18 independent retailers in the United States to be selected to offer this program. Elegant Slumming Fine Jewelry in Rehoboth Beach has added the Willard Program to its presentation of men's and ladiesвЂ™ Shinola watches.

Elegant slumming jewelry