Shinola has a new head honcho and he has rich heritage in the watch industry.
The Detroit-based company on Monday named Ulrich Wohn president, effective immediately.
Wohn has more than two decades of experience in the watch sector, including eight years as president and chief executive officer of North America for Tag Heuer, a division of LVMH Moët Hennessy Louis Vuitton. Most recently he was president of North America for Victorinox. He has also held management positions at Nestlé Nespresso, Bang & Olufsen and National Geographic Fine Art Galleries.
At Shinola, which is known for its handmade watches as well as its leather goods, jewelry and other lifestyle products, he succeeds Mark Light, who will return to his advisory role at Bedrock Manufacturing Co., Shinola’s parent. Light took over the president’s role in May 2024 following the departure of Awenate Cobbina.
“Ulrich has an exceptional track record of guiding premium brands through transformation and growth while honoring their heritage,” said Steve Katzman, CEO of Bedrock Manufacturing Co., which also owns Filson. “His deep understanding of the watch and luxury industries, combined with his strategic and creative leadership, make him the ideal person to lead Shinola into its next chapter.”
Wohn’s appointment is the second key hire for Shinola in recent months. In September, the company named Jonathan Bailey, formerly of Coach, its creative director.
Shinola was founded in 2011 as a watch brand with a mission to return manufacturing to the challenged city of Detroit. It built the first watch factory in that city in more than 50 years, assembling watches using Swiss components. Since then the company has expanded into the creation of a variety of leather goods, jewelry, pet products, knives and other items, and also entered the hospitality space, opening an eponymous hotel in 2019.
“Shinola stands for something truly distinctive in today’s market — a belief in craftsmanship, quality, and creativity,” Wohn said. “I’m honored to join a team that’s redefining what an American luxury brand can be, and I look forward to building on the strong foundation that’s already in place.”
