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Shinola to Roll Out Watches in U.S.

The Detroit-based brand is launching its timepieces online and at Barneys in time for Father's Day.

CALLING TIME: After a test run online in March, Detroit-based brand Shinola is rolling out its made-in-America watches on its Web site on June 7 and exclusively in 19 Barneys New York doors starting around June 11 — just in time for Father’s Day in the United States.

Most of the 20 men's and women's models available on shinola.com will be sold at Barneys. The Runwell, for example, comes with a Horween leather band and in two sizes for $550. Shinola watches will roll out in September to stores such as Neiman Marcus, Saks and Nordstrom.

Presented for the first time at the Baselworld watch and jewelry fair in April, the timepieces are hand assembled by former car industry workers at the company’s custom 30,000-square-foot facility within the historic Argonaut Building in Detroit.

Jacques Panis, president of Shinola, said that at full capacity, the facility can turn out 500,000 high-quality watches a year, and this could eventually be expanded to 1.2 million units.

The brand’s first lot of 2,500 watches sold out on its Web site in eight days.

The company expects to produce some 45,000 units this year, of which it plans to sell 20,000 online, and the rest in department stores, independent jewelers, fashion outlets such as Steve Alan and Fred Segal, and Shinola stores, Panis said.

The first of these freestanding boutiques will open in New York and Detroit in early July, and will carry the brand's full range of goods, from watches to bicycles, leather accessories and stationery.