Screen Shot 2014-10-27 at 2.11.27 PMDetroit-based watch company Shinola was named a brand to watch in L2’s latest Digital IQ Index: Watches & Jewelry. In 2013, the brand released its first batch of watches, which have since been flying off the shelves of Saks, Neiman Marcus, and its own e-commerce page and retail stores. The brand has used product scarcity as an opportunity to build long-term relationships with consumers, asking them to submit emails to be one of the first notified when a new product is released.

We interviewed Shinola CEO Steve Bock, who will be speaking at the L2 Forum on November 10th at the Morgan Library, and he said the multifaceted but limited distribution approach has worked well for the brand. Bock said the watch company has a compelling story, and distributing retailers must be able to tell it. What is that story? Craftsmanship and Detroit are two main components. “Detroit is a brand unto itself. It is known for a history of craftsmanship and a challenging history,” Bock says.

The Detroit brand is about to be recognized even more oversees. Shinola is planning to open stores in London, Chicago, and Los Angeles, as well as launch e-commerce in Europe.

Bock expects to answer questions about Shinola distribution and manufacturing, as well as why he chose Detroit as Shinola’s headquarters at the L2 Forum. If you are a member and have not registered for the Forum yet, request an invite here.

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