In this new video, L2 Head of Research Maureen Mullen says technology brands such as Apple will pose a threat to luxury watch brands as they make strides in wearable tech. But another competitor to look out for is emerging Detroit-based watch brand Shinola, created by former Fossil founder Tom Kartsotis. While e-commerce constitutes a small portion of Shinola sales, the brand uses digital technology to drive customers in-store. The brand has retail stores in Tribeca and Detroit and distributes at Nordstrom, Saks and Barneys, all which have trouble keeping products in stock.


Mullen likened Shinola’s limited online stock to that of Céline a couple of years ago, when the Luggage Tote could be found nowhere online. Shinola is using its online presence to incentivize users to sign up to be notified when sold out products arrive in stock, building a base for the future.


Shinola was ranked 35 of 80 brands in our 2013 Digital IQ Index: Watches & Jewelry.

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