Shinola x Smokey Robinson
Lovers of Motown Will Want to Check Out This New Watch
Shinola’s branding is largely based around its home town of Detroit, also known as Motor City, or Motown, and legendary singer/songwriter Smokey Robinson is nearly synonymous with the musical idiom of the same name that started in Detroit in the late 1950s. Hence why the new collaboration watch that’s part of a larger commemorative set feels very on-brand for the rising watchmaker.
The new watch, part of Shinola’s Vinton collection, features a 38mm-wide steel case and quartz movement that’s assembled in Detroit from Swiss and imported parts. There’s no overt Smokey Robinson branding on the watch itself, but this particular model is notable for its blue enamel dial. On a steel bracelet, it comes as part of a set including a record with a never-before-heard rendition of “My Girl” — in case you haven’t heard that song enough.
Smokey Robinson himself, 80 years old in 2020, apparently “worked closely” with Shinola on the project. Part of the brand’s Great Americans Series, the Shinola Vinton Smokey Robinson set is limited in production to 1,000 examples, and each will have a price of $950.
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