I happened to see a large ad they took out in the WSJ last weekend and did a little poking around this morning.
Apparently someone has resurrected the Shinola brand and is making watches, bicycles, and leather goods, all manufactured in Detroit. The "Runwell" pictured is their debut watch, with a US-assembled quartz movement of Swiss parts. A bit of digging uncovers that the company behind the new Shinola is a Dallas-based company called Bedrock Manufacturing, which has recently acquired Filson. Despite the "manufacturing" name, it does appear Bedrock is more of a PE firm than a manufacturer, hence the relative sophistication of the launch.
Anyways, it seemed like the kind of thing SF should have an eye on. US Manufacturing, quality goods, Detroit storyline is a nice feel-good. I think the watch is very handsome, definitely very American in styling, and the Horween strap scores SF bonus points.
I do wish it were a mechanical movement, and I can't help but feel some cynicism about the corporate backing, but hey, that's American styling too.