I’ve been a fan of Shinola watches (www.shinola.com) since the iconic American brand first set up shop in Detroit (and played a key role in the city’s attempted comeback). 

Since then, I’ve purchased four Shinola watches but, like many Americans, have cut back on discretionary spending since the Coronavirus ushered in the new normal.

But that hasn’t stopped Shinola from continuing to bombard me with new offers for new and expensive watches.

But, I must say, their latest marketing effort is positively brilliant. It’s aimed squarely at the middle child in any given family (which tells me that Shinola has way too much personal data about me since I’m a middle child).

But I’m not buying the “Middle Child Detrola” for two reasons:

• It’s way too pricey at $600.
• It looks just like a $99 Swatch (and I’d have to be paid to wear any watch that ugly).

I understand Shinola’s desperation. And desperate times do indeed call for desperate measures. But listening before acting is more important than ever.

The marketing folks at Shinola (or their agency) need to do a far better job of listening to what their audience does and does not want and can and cannot afford.

The clock is ticking. And the brand Shinola saves may very well be their own.

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