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Shinola takes watch pre-orders, shows brass bike

Published March 14, 2013
The brass Runwell bike will be displayed in Switzerland.

DETROIT, MI (BRAIN) — Motor City startup Shinola, which sells high-end bikes, watches and leather goods made in Detroit, is ready to start taking orders for its watches, which will ship in July. The company also is showing off a one-off brass-finish steel bike that will perform eye-candy duties at an upcoming European watch show.

Shinola creative director Daniel Caudill conceived the bike and industry veteran Sky Yaeger spearheaded the effort to make it happen. The bike is based on a Shinola Runwell frame and was built at Waterford Precision Cycles in Wisconsin and then brass-plated in Detroit. Plated fenders, chain guard and a vintage lamp round out the package. After plating the frame, fork and components were given a patina that gives the bike a "rustic sensibility," Shinola said.

The Shinola Runwell model typically retails for about $3,000, but the brass bike is one of a kind and not for sale; it will be on display at the Baselworld watch show in Switzerland next month.

The Baselworld show will mark the debut of the company's watch line. Shinola is the first major new watch brand launched in the U.S. in 40 years. The company announced this week that it will start accepting orders for its watches on Thursday. The men's Runwell watch shown below retails for $550.

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