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Agenda-setting intelligence, analysis and advice for the global fashion community.

Shinola’s Message to Swiss Watchmakers: Come to Detroit

The American watch brand has launched a campaign to encourage its Swiss rivals to consider manufacturing in the US in the face of steep tariffs.
Detroit-based watchmaker Shinola is pivoting its messaging to focus on its US-based manufacturing capabilities.
Detroit-based watchmaker Shinola is pivoting its messaging to focus on its US-based manufacturing capabilities. (Shinola)

Watchmaker Shinola

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Further Reading

End Times for Swiss Watchmakers?

This week, President Trump’s tariff on Switzerland went into effect, landing levies of 39 percent on every watch the country exports to the US. For some Swiss watchmakers, the threat is existential.

Why ‘Made in America’ Is Still a Fashion Fantasy

Trump’s “America First” trade agenda is designed to encourage domestic manufacturing. But ambitions to move more apparel production to the US have been stymied for years by limited capacity and high costs.

About the author
Haley Crawford
Haley Crawford

Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.

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