Detroit's Shinola debuts first brand campaign as Swiss rivals navigate a volatile year

As Swiss watch brands contend with a reshaped US tariff regime and supply disruptions stemming from the conflict in the Middle East, Detroit-based Shinola is making its most ambitious brand statement to date. On Tuesday, the company unveiled its first-ever overarching brand campaign, "Set The Pace," reintroducing the Runwell, the watch that launched the brand in 2011, through a cinematic short film starring and directed by actor Nicholas Braun. The campaign also marks Braun's directorial debut.