Shinola is embracing internet culture with the launch of its first automatic Duck watch, featuring a campaign that includes figures from various entertainment realms: Tefi Pessoa, Kareem Rahma, Nems, and Benton McClintock. The initiative, which begins Monday, encourages a break from constant productivity, promoting the idea of ‘touching grass’ and observing ducks instead.
Creative director Jonathan Bailey commented on the significance of the internet as a cultural hub for brands like Shinola, stating that the brand opts not to chase fleeting trends but rather to create a cultural exchange through carefully chosen talent. The campaign’s anti-productivity message reflects a broader cultural critique, celebrating the value of time spent not doing anything.
In keeping with its Detroit manufacturing roots, Shinola maintains a balance between a light-hearted approach and its serious craftsmanship. The campaign also partners with Cheerios for a limited “Duck Watching Snack,” designed to inspire joy and a moment of pause in people’s busy lives.
The new Duck Automatic collection features three styles powered by the Miyota 9015 movement and a limited version with an 80-hour power reserve. Launched on October 6, the watches start at $895, with an emphasis on marrying serious watchmaking with playful design.
