Jax Panisse, president of Shinola, previously worked for a marketing and promotion company and a children's online company before becoming Shinola's first president.

Left & Center: "Runwell Chrono" - ¥122,040 each . Purchase here.
Right / "Runwell" ¥89,640 Purchase here

A watch with unique features that can tell a story.

—What did you think when Shinola approached you?

I felt incredibly honored. I was excited about the opportunity to be involved in creating something new and to go to Detroit. I felt that my own worldview and Shinola's values resonated with each other, and that we could work together as one. Shinola currently has about 600 staff members worldwide, and I feel honored to be one of them.

—The watch you're wearing right now is also a Shinola, isn't it?

The watch I'm wearing today is an unreleased prototype, but I usually wear a chronograph with a stopwatch from the "Runwell" series, which was the first watch series ever made by Shinola.


—Could you tell us about the selling points of Shinola watches?

What I want to emphasize is the high quality and the "Limited Lifetime Guarantee." Shinola watches have a rich story and history, crafted with love, heart, and soul, and each model has a specific purpose.

—What message is conveyed through the wristwatch?

First and foremost, I want to emphasize that "the era of disposable watches is over." From the crown of the watch to the dial and leather strap, every detail is crafted with the same level of Swiss-grade technology, offering the highest value. Moreover, these watches are affordable and can be cherished companions for a long time.

Transparency that answers the question, "Who made this product, where, and why?"

—In January 2016, former President Obama was spotted wearing a Shinola chronograph on his left wrist when he visited the Detroit Motor Show, which became quite a topic of conversation.

It was a great honor for us. We felt proud and honored. Actually, former President Clinton is also a fan.

—What kind of customer feedback do you receive in the United States?

Regarding our watches, we have received overwhelmingly positive feedback and many favorable comments. American consumers today are highly demanding when it comes to purchasing goods, demanding transparency about "when, who, where, and why" a product was made. And Shinola can tell that entire story.

In March 2013, we launched our first wristwatch model, "Runwell," named after the first bicycle Shinola ever made, online in a limited edition of 2,500 units.


—Since you didn't have a physical store yet, your products were sold online, right?

Yes. Since it was only available online, no one had ever seen or held the actual product, yet all 2,500 units sold out in 8 days. This gave us great confidence, as it showed that people resonated with the story behind the product.

—How will you compete with Swiss-made watches from now on?

Shinola has a story and a mission behind each of its products. We want to spread high-quality, unique watches born from Detroit's manufacturing culture.