Shinola is doubling down on Detroit. The American watchmaker announced plans Wednesday to expand its New Center manufacturing facility with the addition of 150 new jobs over the next 18 months, marking the company’s largest hiring push since relocating its production operations to the city in 2012.
The expansion will add 25,000 square feet to Shinola’s existing factory at 1900 Woodward Avenue, bringing the company’s total footprint in the New Center neighborhood to 95,000 square feet. The new space will house advanced assembly lines, quality control operations, and expanded packaging facilities.
“This expansion reflects our unwavering commitment to American manufacturing and to Detroit specifically,” said Tom Kartsotis, founder and CEO of Shinola, in a statement. “We came to Detroit as believers in this city’s future, and today we’re doubling down on that bet with meaningful job creation and investment.”
Growth Driven by Demand
The hiring surge comes as Shinola’s watch sales have grown 34 percent year-over-year, according to company officials. The Detroit-based watchmaker has expanded its product line to include smartwatches and connected devices while maintaining its flagship mechanical watch collections. Export markets, particularly in Europe and Asia, have become increasingly important to the company’s growth strategy.
“We’re seeing unprecedented demand for products made in America,” said Jennifer Ruscoe, Shinola’s chief operating officer. “Our customers want to know exactly where their watches are made, and they want to support American craftsmanship. That’s been our competitive advantage.”
The new positions will include skilled manufacturing roles such as watchmakers, assemblers, quality inspectors, and logistics coordinators. Entry-level positions will start at $18 per hour, with experienced craftspeople earning between $24 and $32 per hour. The company is offering comprehensive benefits including health insurance, a 401(k) matching program, and tuition reimbursement.
Training and Community Impact
Shinola plans to partner with local vocational schools and community colleges to develop training programs for the new positions. The company has committed $500,000 in funding to support watch manufacturing curriculum development at Wayne County Community College District.
“Shinola has been a model employer in Detroit, showing that manufacturing can thrive here in the 21st century,” said Wayne County Commissioner Jewel Rana. “This expansion will create pathways for hundreds of Detroiters into good-paying jobs with benefits.”
The company is already recruiting through its website and has scheduled open hiring events at its factory location. Shinola is particularly interested in hiring workers from neighborhoods within a three-mile radius of the New Center facility.
Beyond the direct hiring, the expansion is expected to generate additional economic activity in the neighborhood. Shinola estimates the project will support an additional 75 indirect jobs in areas such as warehousing, logistics, and business services.
Investment in Infrastructure
The expansion also includes significant capital improvements to the facility. Shinola is investing $12 million in new equipment, including computer numerical control machines, precision testing instruments, and climate-controlled assembly environments. The company is also upgrading its electrical and HVAC systems to support increased production capacity.
Construction is expected to begin in April 2026, with the first batch of new employees starting in June. The project is anticipated to reach full operational capacity by August 2027.
“We’re not just adding bodies to an assembly line,” Ruscoe emphasized. “We’re creating positions for skilled craftspeople who take pride in what they produce. That’s the Shinola difference.”
Detroit Manufacturing Renaissance
Shinola’s expansion adds momentum to Detroit’s resurging manufacturing sector. The company has been a visible symbol of the city’s manufacturing revival since opening its original Detroit factory in the Corktown neighborhood before consolidating operations in New Center.
The watchmaker currently employs approximately 320 people in Detroit across its manufacturing, design, and administrative operations. With the new hires, that number will grow to roughly 470 by late 2027.
Shinola’s success has attracted other manufacturers to Detroit. The company’s presence and visibility have helped rebrand the city as a destination for quality manufacturing rather than simply a legacy automotive hub.
“Shinola proved that you can manufacture sophisticated products in Detroit and sell them at premium prices to global markets,” said Sarah Chen, executive director of Detroit’s Office of Economic Development. “Their expansion validates the broader renaissance we’re seeing in manufacturing in our city.”
Looking Ahead
The company declined to comment on potential future expansions but noted that it is exploring additional market opportunities in smart home devices and connected accessories.
Shinola’s announcement comes as the company prepares to open its first new retail location in two years, a flagship store in the Guardian Building in downtown Detroit. The company operates 28 retail locations nationally, with flagship stores in Detroit and New York.
For Detroiters seeking employment, the expansion represents the kind of skilled manufacturing work that has become increasingly rare in the region. Applications are being accepted through Shinola’s website beginning March 3.
