Shinola is an American Luxury goods retailer based in Detroit, Michigan. Products range from watches, bicycles, to leather goods. Founded in 2011 by Tom Kartsotis, the company takes its name from the defunct Shinola Shoe Polish Company. Shinola is now owned and operated by the investment company Bedrock Brands. Although new to the world of watchmaking they have large ambitions. Their most modest goal being the production of quality, precision products, for an extremely affordable price.