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DATE News (chronologically)
01/24/13
irl
Detroit GP announces another sponsor
One of the most exciting new and creative companies in Detroit is teaming up with the Chevrolet Detroit Belle Isle Grand Prix in 2013.

Grand Prix officials are proud to announce a partnership with Shinola, a new, modern American brand that has built a watch and bike assembly factory in Detroit and now calls the Motor City its home. As part of its relationship with the Chevrolet Detroit Belle Isle Grand Prix, which features the Chevrolet Indy Dual in Detroit presented by Quicken Loans the weekend of May 31-June 2, 2013, Shinola will serve as the Official Timepiece and Timekeeper of the event. Shinola is also the exclusive sponsor of Victory Circle and will be represented through the signage on display at the Victory Podium throughout race weekend.

As a company committed to Detroit, Shinola has staffed and trained local workers – including some that used to work in the automotive industry – on how to make a new generation of quality Detroit-built, products. Shinola creates American-made bicycles, leather goods and journals in addition to its premium watches. Founded in 2011, Shinola searched all over the country and chose Detroit as its home, building its factory in the Midtown campus of The College for Creative Studies.

“We are very excited to work with Shinola, a Detroit-based brand that’s bringing jobs, manufacturing and support to our community,” said Bud Denker, Event Chairman of the Chevrolet Detroit Belle Isle Grand Prix. “Much like the Grand Prix itself, Shinola is a great success story that calls Detroit home but appeals to an audience all over the world. We look forward to growing our partnership together in the future.”

Several drivers competing at this summer’s Chevrolet Detroit Belle Isle Grand Prix, including IZOD IndyCar Series three-time defending road course champion Will Power and winning Cadillac Racing Pirelli World Challenge Series drivers Johnny O’Connell and Andy Pilgrim, will help showcase the Shinola brand this week. The drivers will wear prototype Shinola timepieces when they visit the North American International Auto Show in Detroit on Friday, January 25.

With all of its products assembled in the United States, Shinola’s leather goods and journals are all 100% American-made. The company will launch www.shinola.com – in March when consumers will be able to purchase its products online except watches, which can be pre-ordered to receive in June/July. Building quality timepieces that are an investment in skill at scale, Shinola’s goal is to create 45,000 watches this year and 500,000 a year by 2018.

"The opportunity to combine a new, modern American brand and world-class watchmaker, headquartered in Detroit, with the Chevrolet Detroit Belle Isle Grand Prix, was a perfect marriage of precision and innovation," said Jacques Panis, Shinola's Director of Strategic Partnerships. "Both organizations symbolize the best of American ingenuity on display here in Detroit. We love this town and are happy to be a part of it."

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