AFAIK they use Ronda quartz movements in some of their pieces, I'd say ETA would be the best case scenario but I doubt they stretch far enough for an ETA movement.

 

Urban chic for hipsters, with pretenses at authenticity via a midcentury industrial vibe - an exercise in branding, not a watch company. The marketing is more interesting than the product. See also Bell & Ross.

 

To give you an idea of what Shinola is about - The 'dink did a spot on the new Shinola store in NY today - paragon of urban hipster chic. They quite correctly describe them as a "brand" http://www.hodinkee.com/blog/first-look-shinola-flagship-store-opens-in-new-york-city

I'd say this "brand" may end up robbing a popular and time-honored saying of its meaning....

 

My understanding is that Ronda has a equity position in the company and intends to eventually assemble Shinola movements in the US with Swiss parts.

Can you say "Bulova"?
gatorcpa

 

I still can't bring myself to believe that someone thought it was a good idea to name a company using a word that reflexively brings the word "shit" to mind. I think the smug little ironists who conceived it may have hung a huge, fat, dead & putrid albatross around their neck with that one.