Shinola is said to be preparing to put its Duck Automatic watch collection on sale on October 6, starting at $895, according to FashionUnited UK. The watchmaker, known for its roots in Detroit, would thus be presenting its first automatic range designed and assembled in that city, according to the same outlet.
The collection would include three 38-millimetre models fitted with the Miyota 9015 movement, along with a fourth limited version equipped with the Miyota 9085 movement, offering a power reserve of around 80 hours.
A campaign geared toward internet culture
The launch campaign would kick off on Monday with four personalities: Tefi Pessoa, Kareem Rahma (Subway Takes), Nems and Benton McClintock. Its premise would rest on a rejection of constant productivity, encouraging people to get distracted and watch ducks, according to FashionUnited UK.
Jonathan Bailey, Shinola's creative director, explains the reasoning behind this approach: "That creates something that feels more like a cultural exchange than a traditional brand message."
A limited item with Cheerios
The campaign would extend beyond social media through a partnership with the American cereal brand Cheerios, centred on a product called the "Duck Watching Snack". Fewer than 100 boxes are said to have been produced, reserved for events organised by Shinola to mark the launch.
Jonathan Bailey details the intention behind this collaboration: "We didn't want to make a conventional co-branded product; We wanted to create a little artifact that made people smile and gave them another reason to stop, look around and, hopefully, watch some ducks, so to speak."
He finally sums up the balance sought between serious watchmaking and a playful tone: "The automatic movement is serious watchmaking; the Duck gives it a sense of play."
The brand has built its identity around Detroit and American manufacturing, according to FashionUnited UK.
