In celebration of its five-year anniversary, the iconic Shinola Hotel in Detroit has introduced a new way for guests to engage with the luxury brand that inspired its creation. The hotel, renowned for being Detroit’s first and only MICHELIN Key hotel, has unveiled the Shinola Hotel Lending Program. This unique offering allows guests to borrow a timepiece from a curated collection of Shinola watches—complementing their stay in Detroit with a touch of luxury and craftsmanship.
Available to guests in select room categories, the Shinola Hotel Lending Program provides complimentary access to one of Shinola’s sought-after watches while they explore the Motor City. The collection currently features a rotating lineup of 10 unisex watches, each reflecting Shinola’s signature style, quality, and attention to detail. As part of the experience, the collection will be updated seasonally, offering guests fresh styles throughout the year.
The experience begins with an exclusive appointment with a member of the hotel’s Experience Team. During this personalized consultation, guests will learn the stories behind the timepieces, explore their features, and select the watch that best suits their style. With a variety of sizes, colors, and functionalities available, guests can choose from an array of designs. They have the option to wear one watch per day and swap styles during a multi-day stay.
Among the premium timepieces currently available through the Lending Program are:
- The Runwell 41mm – Featuring a stunning Petoskey Stone dial, this timepiece is a tribute to Michigan’s natural beauty. Each stone is a fossil of colonial coral that lived over 350 million years ago, making each watch truly one of a kind.
- The Runwell Chrono 41mm – A sleek and sophisticated design, the Runwell Chrono offers stopwatch functionality with two sub dials, balancing style and practicality for the modern wearer.
- The Monster GMT 40mm – A travel-friendly companion, this watch was originally designed for airline pilots. Its fourth hand tracks time across multiple time zones, making it perfect for jetsetters exploring Detroit.
- The Derby 38mm – Timeless and elegant, the Derby’s 38mm case includes a calendar aperture and a Day & Night window, all set within a gold stainless steel frame, making it an excellent choice for an everyday luxury accessory.
- The Birdy 34mm Mother of Pearl – Playful yet refined, this watch’s mother of pearl dial and two-tone stainless steel and PVD gold bracelet encapsulate Shinola’s signature attention to detail and American design heritage.
For Andrew Leber, Vice President of Hospitality at Bedrock, the Lending Program is a natural extension of the relationship between the Shinola brand and the hotel. “So much of the Shinola Hotel was inspired by the brand – from its elevated touchpoints and our innate attention to detail to the names of some of our spaces, such as The Birdy Room and the Runwell Suite,” said Leber. “To mark our five-year anniversary, we are offering guests an opportunity to engage with our namesake brand in a new way.”
Steve Katzman, Chief Executive Officer of Bedrock Manufacturing Company, echoed the sentiment. “This program allows guests to fully immerse themselves in the world of Shinola, surrounding themselves with the values both the hotel and brand were founded on: commitment to quality experience, craftsmanship, and timeless design.”
Opened in 2019, the Shinola Hotel is a joint venture between Shinola, the American luxury goods brand, and Bedrock, a commercial real estate firm based in downtown Detroit. Since its opening, the 129-room hotel has become known as “Detroit’s Living Room”—a place where locals and visitors alike come together.
The hotel combines two restored historic buildings—the T.B. Rayl Co. department store and the Singer Sewing Machine Company building—with three new structures, creating a seamless blend of old and new on the city’s famed 1400 Woodward block. Featuring 55 room configurations, dynamic event spaces, retail offerings, and restaurants from award-winning chef Andrew Carmellini, the hotel stands as a testament to Detroit’s legacy of craftsmanship and community.
With its new watch Lending Program, the Shinola Hotel continues to offer a unique, immersive experience that connects guests with the best of Detroit’s cultural heritage. Available to guests aged 21 and older staying in suite and penthouse room categories, this program offers a one-of-a-kind opportunity to wear a piece of Detroit’s history while exploring the vibrant city streets.
The program further strengthens Shinola Hotel’s position as a luxury destination in the heart of the Motor City, blending high-quality American craftsmanship with world-class hospitality.