Born in Detroit and shaped by its resilient spirit, Shinola has redefined what it means to be an American watch brand. This session will explore how Shinola’s design philosophy is inseparable from the cultural narratives that inspire it—from the city’s legacy of craftsmanship and innovation to the broader stories that connect people, objects, and meaning. By embedding culture at the very genesis of the design process, Shinola’s team has cultivated timepieces that not only mark time but also mark history, identity, and sentiment. As the brand looks to the future of American watchmaking, the conversation will examine how industrial design can serve as both a reflection of and a catalyst for cultural evolution. The participants will be encouraged to engage in an open discussion with the Shinola team. If timing allows, a limited Shinola factory tour—including watch assembly, testing, and the watch strap factory (max 30 attendees)—will be offered either following or to kick off the session to deepen engagement and conversation.

The audience will learn...

1. How design can actively participate in cultural storytelling, not merely respond to it.

2. Approaches to embedding cultural relevance early in product development while fostering designers’ roles as creators and cultural stewards

3. Lessons from Shinola’s journey in shaping the future of American watchmaking through innovation, cross-disciplinary collaboration, and community engagement