Shinola in Detroit has unveiled what it’s calling the next chapter of its brand with the reintroduction of the Runwell — the watch that first defined the company and remains its most iconic timepiece — and launching its first-ever overarching brand campaign.
First introduced in 2011, the Runwell helped establish Shinola as a modern American watchmaker and remains the watch most synonymous with the brand.
The brand campaign expands beyond product storytelling and marks the first major creative work developed under the leadership of Shinola Creative Director Jonathan Bailey. While craftsmanship and product design remain at its core, Shinola is expanding the conversation from what it makes to the ideas and values those products represent.
The campaign, starring and directed by actor Nicholas Braun in his directorial debut, reframes the Runwell not simply as a watch, but as a reminder to move through life on your own terms, according to Shinola.
Developed with brand partners GentleForces, and written by Quba Tuakli, the campaign represents a strategic evolution — not away from product-centric storytelling, but beyond it. Shinola says it’s expanding the conversation from what it makes to what those objects make possible: confidence, presence, and a more intentional relationship with time.
The campaign launches with “The Restaurant,” a cinematic short film that unfolds more like a character study than a traditional watch advertisement. Built around the sound of a ticking second hand, the film explores the quiet pressure many people feel to keep up — and what happens when someone chooses not to.
“The Runwell helped introduce Shinola to the world,” says Bailey. “As we looked toward the future, it felt right to begin by revisiting the watch that started everything — but through a completely new lens.
“This campaign isn’t really about a watch. It’s about our relationship with time. In a world that’s constantly telling us to go faster, we’re interested in the opposite question: what happens when you choose your own pace? That’s what the Runwell represents for us today.”
The Runwell collection includes:
Runwell 41mm — Is designed in a classic black and white colorway. Black Arabic numerals and indices stand against a clean white dial, while the sub dial punctuates the look. It features a laser-etched case and an etched lightning bolt on the buckle.
Runwell Chronograph 37mm — The iconic Runwell chronograph, now in a scaled-down yet proportioned size that is designed to suit any wrist and every occasion. It features a high-accuracy movement that powers the hands, sub-dials, and date window to the printed cream numbers and hour markers with C3 lum. The polished stainless-steel case is punctuated by Shinola’s pumpkin crown and chronograph pushers, while the black leather strap complements the textured black dial.
Runwell MOP 36mm — This version of Shinola’s flagship timepiece is scaled down in size to complement any wrist. Gold hands and indexes pop against the gray Mother-of-Pearl dial. The look is brought together by the tones of the gold stainless steel case and is dressed up by the sheen of the black Harness leather strap. The hands and calendar aperture are powered by the Argonite 705 movement. It features Shinola’s signature calling cards: Wire lugs, a pumpkin crown, iconic caseback — and is designed and assembled in Detroit.
The SS26 Runwell collection is available at Shinola.com.
To view the SS26 film, visit here.
