American watch brand Shinola is going on sale for the first time in Selfridges tomorrow. The department store joins a list of UK stockists that includes Liberty in London and online gentlemen’s fashion store Mr Porter.
The unveiling at Selfridges will have to compete for media attention with the small matter of Apple officially putting its Apple Watch on sale for pre-orders, so we wait with interest to see if the queues are longer at the tech giant’s Regent Street flagship or in Selfridge’s Wonder Room where Shinola will go on sale.
Shinola is making a virtue of the David and Goliath battle by advertising on both sides of the Atlantic with a message that its Runwell watch is “Just Smart Enough”.
It is, the company continues, “A watch so smart you can tell the time just by looking at it”.