To Gordner, Shinola has a simple — yet major — branding problem by choosing to evoke the Model T with their new Henry Ford Pocket Watches, a limited edition piece which are sold for $1,000 each out of an edition of 1,000:
It just seems a little odd, if not outright disconcerting, that Shinola chose to capitalize on the image of the Model T to sell a product that is aimed at the elite, rather than the masses for which the Henry Ford car was created.
It's a simple problem, but she has a simple solution:
Perhaps, at some point, Shinola will take Henry Ford's lead and produce at least one watch that the local masses can afford — even if it's only sold as a limited edition.
Read Gordner's whole story here.