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Home E-Commerce Marketing

New Shinola Mackinac Yacht Watch Automatic revealed before 2022 race

Admin by Admin
August 27, 2022
in E-Commerce Marketing
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New Shinola Mackinac Yacht Watch Automatic revealed before 2022 race
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In honor of classic sailboat racing that has defined the Great Lakes region for more than a century, Shinola has created a limited edition Mackinac Yacht Watch Automatic.  

The $3,500 timepiece is an automatic chronograph with a regatta timer, a wristwatch designed for competitive recreational sailing.

Detroit-based Shinola is debuting a $3,500 Mackinac Yacht Watch Automatic timepiece on July 16, 2022 in honor of the Bayview Mackinac Race to Mackinac Island.

The watch has a unique 40mm square, stainless-steel case.

A canary yellow dial contrasts with orange and red details and a three-tone blue yacht timer. It has a ridged rubber strap and a 10 ATM rating, indicating the watch can endure depths of 100 meters,  or 330 feet. (ATM technically stands for atmosphere, which indicates the amount of pressure a watch can withstand.)

A chronograph watch features sub-dials and pushers on the side that allow the wearer to track additional intervals of time. Specifically, for a competition such as the Bayview Mackinac Race that begins Saturday, the sub-dial features 5-minute increments to help skippers track the minutes and seconds leading up to the start of a sailboat race so they cross at just the right time with maximum speed.

Cross too soon, and they’re penalized.

The Mackinac Yacht Watch Automatic made by Shinola and released for sale on July 16, 2022 is the first square watch made by the company. It is designed to help competitive sailors countdown their minutes on the starting line and track time with precision, Shinola said.

More: European company makes Mustang watches from salvaged classic Fords

Inspired

Joel Layton, Shinola vice president of e-commerce marketing and digital strategy, told the Free Press that as the company approaches its first decade in Detroit, it wants to become more ingrained in the fabric of the city known for manufacturing — and competitive sailing and yachtsmanship.

The prestigious Bayview Yacht Club in Detroit started the iconic Bayview Mackinac Race in 1925, attracting competitors from all over the country and the world. The club continues to sponsor the race, which is the longest consecutively run freshwater race in the world. Shinola is one of the new sponsors this year.

“Our designers started thinking about the state of Michigan itself and came up with the concept of something around the lakes, designing a watch that would have that ethos,” Layton said. “You think about sailboats and mechanics and precision. This creation pays tribute to the precision of sailing.”

A model wears the all-new $3,500 Mackinac Yacht Watch Automatic unveiled by the Detroit-based company on Saturday, July 16, 2022 in honor of the historic Bayview Mackinac Race in its 98th year. Shinola is also a sponsor of the race, hosted by the Bayview Yacht Club.

This watch was designed and built in Detroit, and made with Swiss and imported mechanical parts, Shinola said.  Its workers assemble leather and watch products on the  fifth floor of the College for Creative Studies in Detroit.

One of the lead designers is the son of a sailor, Layton said.

This will be the first Shinola watch with a square face, he said. 

The standard price range for its watches is $325 to $1,550.

Shinola created Mackinac Yacht Watch Automatic that can get wet and provide a lit watch face for night racing. It went on sale the day of the 2022 Bayview Mackinac Race from Port Huron to Mackinac Island on July 16.

Dark ‘n’ Stormy

The watch announcement Saturday coincides with the start of the Bayview Mackinac Race from Port Huron to Mackinac Island, which usually lasts 30 to 60 hours.

Sailors from throughout Michigan, the U.S. and Canada begin crossing the starting line around noon Saturday as they race more than 200 nautical miles from Port Huron to Mackinac Island along Lake Huron.

Boats release their spinnakers after starting in the 2019 Bayview Mackinac Race July 20, 2019 on Lake Huron.
A Dark 'n' Stormy cocktail is made with dark rum, ginger beer and lime.

The wristwatch goes on sale to the public Saturday at Shinola stores throughout the country and online at shinola.com. In its 441 W. Canfield location in the Cass Corridor, the Detroit-based company will also serve customers (over 21) Dark ‘n’ Stormy cocktails from noon to 4 p.m. to celebrate the start of the Bayview Mackinac Race. The cocktail, made with dark rum and ginger beer over ice with a slice of lime, is popular among sailors.

The Dark ‘n’ Stormy has its origins in a Ginger Beer factory that was run by the Royal Naval Officer’s Club in the U.K., according to sailingscuttlebutt.com.

“The sailors discovered sometime after World War I that a splash of the local Gosling’s Black Seal rum was a great addition to the Ginger Beer,” the sailing news site said. “As for the name the Dark ‘n Stormy, it was coined by a sailor who, while enjoying the cocktail, commented that it was the color of a cloud only a fool or a dead man would sail under.”

More:Prestigious Detroit sailing club gets first female commodore in its hundred-year history

More:Couple skipped wedding, bought a huge boat. Now they’re living the dream

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A new twist on a Rolex tradition

Shinola is also offering three watches as prizes in a competition within the race called “Race to the 45th Parallel,” for boats on the Shore Course, Cove Island Course and Multihull racer division that cross Lake Huron at the 45th Parallel with the fastest corrected time (based on a formula sort of like a golf handicap).

The 45th Parallel is often cited as the halfway point between the equator and the North Pole. Marker signs on land may be found in or near Leland, Sutton’s Bay, Bellaire, Gaylord, Atlanta and Alpena, according to travelthemitten.com.

45th Parallel vacation sights include this marker on M-22 between Glen Arbor and Leland in Michigan.

Transponders on the boats will electronically register the data and winners will be announced at the big island party on Tuesday. In yacht races globally, performance watch manufacturers have historically played a role as sponsors that offered prizes.

“Back in the day, it was a huge deal if the boat won a Rolex and the boat owner presented it to a long-term crew member,” said Chris Clark, chairman of the 2022 Bayview Mackinac Race. “Shinola is bringing this tradition to the Bayview Mackinac Race.”

Editor’s Note: Family members of reporter Phoebe Wall Howard compete in the Bayview Mackinac Race as members of the Port Huron Yacht Club. She is not affiliated with the Bayview Yacht Club or the Bayview Mackinac Race in any official capacity. 

Contact Phoebe Wall Howard at313-618-1034 ​​​​​​orphoward@freepress.com.Follow her on Twitter@phoebesaid. Sign up for our autos newsletter.



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