Shinola, the Ultimate Watch for an American President

Yesterday, The New York Times ran a piece in the Style section about the disappearance of the political “power watch” – a watch that seemed to really suit a world leader. Dwight D. Eisenhower wore a Rolex, Franklin D. Roosevelt wore a Movado, John F. Kennedy had a Cartier and an Omega, and Lyndon B. Johnson had a collection that included a Patek Philippe, a Vulcain Cricket, a LeCoultre and a Rolex.

Such displays by an elected official in today’s America, where absolutely everything is scrutinized, would be criticized as un-American, out-of-step with the average working man or too flashy. Even if a candidate or elected official is well known to be wealthy, like Mitt Romney, George Bush or Bill Clinton, he is expected to play it down to something with which his constituents can identify, especially in times of great economic inequality. (I have it on good authority that Mike Bloomberg’s custom suits are quite expensive, but carefully crafted to not look too expensive.)

According to the article in the Times, Romney humbled down to a Seiko, Bush slummed it with a Timex and Clinton sported a digital Timex Ironman, the world’s second ugliest watch after the G-Shock series. Though Seiko and Timex offer some very handsome and utilitarian watches in their respective collections (I have two Timex watches, myself), they aren’t necessarily made in America.

A watch is an important accessory. Like his shoes, a man’s watch tells us a lot about him, offering clues about his character and his values. An ultra-expensive watch with a huge face, multiple dials and a 300 meter dive depth (exactly who’s doing all this deep sea diving?) might come across as excessive, overindulgent and over-the-top. A handsome, well-made, reliable watch with a balanced design that is physically proportional to the wearer and practically proportional to his actual needs suggests something else. Such a watch – one made in the U.S.A. – is the perfect timepiece for an American president.

Shinola makes such watches. Made in Detroit, the Shinola watch collection has over 110 different models from $500 to $1,500. To some, the price may seem steep. But keep in mind that these timepieces are made in America (with Swiss-made components), really good-looking and built to last with a lifetime guarantee.

Available in a range of looks from casual to sporty to dressy, Shinola watches are elegant and masculine, but decidedly not flashy in their design. I’m not really a fan of the huge sundial-sized watch faces that have become popular of late, favoring a more sober, classic size between 40mm – 42mm. If I were entrusted with helping a candidate make a good choice, I would recommend the silver tone of stainless steel instead of gold. Steel suggests strength and durability, whereas gold carries an air of luxury and excess.

Shinola isn’t the only American-made watch brand, but it plays a unique part in the Detroit story – an important symbol of the American “yes we can” comeback narrative. A world leader wearing a gorgeous, well-crafted watch made in Detroit says something. To Americans, it says “I believe in our country and support its efforts.” To people of other nations, it says “Yes, we make exquisite things in our country.” What could be more appropriately presidential or American?

Here are my favorites from Shinola’s collection:

The Black Blizzard 42mm
Titanium case and bracelet ($1,500)

Runwell 41mm White Watch with Date
Stainless steel case and bracelet ($700)

Runwell 41mm Cream Watch
Interchangeable nylon NATO strap ($500)

Brakeman 40mm White with Date
Leather strap ($675)

Runwell 41mm Black Watch
Stainless steel case and bracelet ($625)