Shinola is a rising name as an American maker of gear, including watches, as well as for its mission of bringing manufacturing back to Detroit. Affordable and stylish has long been part of the brand’s approach, and the new Detrola collection of colorful and fashionable watches is Shinola’s most affordable line yet.

The Detrola collection, debuting today, is a new take on Shinola’s signature watch design. High-grade resin cases make the Detrola lightweight and durable but also offes nearly endless color options — and many of the new models are intensely vibrant. Readers should be reminded that while “resin” is a nicer way of saying “plastic,” plastics science has come a long way, and it offers a range of practical properties — in addition to (often) being economical to produce. The particular resin Shinola used is called TR90.

TR90 can also be transparent, and a very cool touch is that the case backs for some of the new Detrola models offer a view of the quartz movement inside. Made from Swiss parts, the Argonite 705 movement is assembled by Shinola in Detroit and housed in a steel core. At launch, there are seven total variants available, each in different colors with 43mm cases water-resistant to 50m. A scratch-resistant K1 mineral crystal tops it off, and each watch comes on a quick-release silicon band.

Priced at $395, the new Shinola Detrola is limited to 250 units per variant and available directly from the brand.

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