Watch brands try to edge their way into the Oscars story every year, and it is becoming increasingly difficult with Rolex dominating coverage thanks to its official partnership with the Academy Awards, but Shinola was celebrating the loudest at last night’s ceremony thanks to a shout out from Green Book director Peter Farrelly.
“Shinola watches … unbelievable,” Mr Farrelly cried during his acceptance speech for best original screenplay. “They’re saving Detroit,” he added.
In a statement to Detroit’s Free Press newspaper, Shinola described Mr Farrelly as “a friend of the brand for years”; adding that the mention of Shinola at the Oscars was “completely unplanned and unexpected”.
There was a minor backlash on social media with Detroit citizens saying there was far more to the city than just its famour watchmaker. Shinola appeared to respond to the debate, arguing: “While we are so thankful for the love we did want to make it clear that without the city of Detroit, there would be no Shinola. The city gave our brand life and it’s something we will never take for granted.”