Shinola Launches Duck Automatic Campaign & Exclusive Cheerios Collab.... Starring Tefi Pessoa & Kareem Rahma

SHINOLA GOES AUTOMATIC WITH THE DUCK

The Detroit design brand evolves one of its best-selling watch platforms with four new automatic timepieces, launching alongside a campaign starring Tefi Pessoa, Kareem Rahma, NEMS, and Benton McClintock — plus an ultra-limited “Duck Watching Snack” created with Cheerios.

DETROIT | October 5, 2026 — Shinola is giving the Duck an automatic upgrade — and using the occasion to have a

little fun.

Today, Shinola introduces the Duck Automatic, bringing automatic movements to one of the brand’s best-selling

watch platforms for the first time. Reimagined in a refined 38mm case, the four-piece collection is powered by

Japanese movements from Miyota. Three styles feature the Miyota 9015 with approximately 42 hours of power

reserve, while a more exclusive fourth expression features the new Miyota 9085 with approximately 80 hours of

power reserve — making Shinola one of the first American watch brands to receive the new movement.

But the launch extends well beyond the watch itself.

To introduce the Duck Automatic, Shinola is rolling out a campaign starring Tefi Pessoa, Kareem Rahma, NEMS,

and Benton McClintock — four personalities spanning entertainment, comedy, music and internet culture —

around the idea of stepping away from the endless demands on our time and attention.

The campaign celebrates the freedom of going off-script for a while: getting lost, touching grass, watching ducks,

indulging a distraction or simply following wherever the day takes you. Playful and irreverent, it brings the

distinctive spirit of the Duck to life while introducing a more unexpected side of Shinola to a new generation of

consumers.

Pessoa, fresh off Love Island USA, joins Kareem Rahma, creator and host of Subway Takes and Keep the Meter

Running; viral creator Benton McClintock; and New York rapper NEMS, whose ‘Bing Bong’ became an internet

phenomenon.

Extending that spirit beyond the campaign, Shinola has partnered with Cheerios to create the ultra-limited “Duck

Watching Snack,” a playful take on the simple pleasure of stopping to watch ducks. With fewer than 100 boxes

produced and none available for purchase, the collaboration turns an everyday snack into an unexpected

collectible — and brings the world of the Duck Automatic to life beyond the wrist.

The campaign also marks the second major brand expression under Creative Director Jonathan Bailey, following

this summer’s Runwell campaign, and represents the continued evolution of Shinola’s creative point of view.

Together, the two campaigns signal a broader shift for the brand: pairing its longstanding focus on craft, design

and Detroit manufacturing with a more culturally connected, personality-driven approach to storytelling.

The launch continues throughout October with activations in Detroit and New York, including a duck-watching

pop-up in Detroit, and a New York Watch Week celebration co-hosted by campaign star NEMS.

The Duck Automatic will also be featured at Windup Watch Fair, October 16–18, where the first 50 Duck

Automatic purchasers at the fair will receive the ultra-limited “Duck Watching Snack” Cheerios box and exclusive

custom merchandise designed by Japanese artist SAKIE.

The Shinola Duck Automatic Collection launches Tuesday, October 6, with four new styles. Two Miyota 9015-

powered styles are priced at $895, while the gold 9015-powered style and the Miyota 9085-powered gift set are

priced at $1,095. The gift set includes an additional drake gray rubber strap alongside the new H-link bracelet. The

collection will be available at Shinola retail stores and Shinola.com.Two Miyota 9015-powered styles are priced at

$895, while the gold 9015-powered style and the Miyota 9085-powered gift set are priced at $1,095. The gift set

includes an additional drake gray rubber strap alongside the new H-link bracelet. The collection will be available at

Shinola retail stores and Shinola.com.

THE COLLECTION

Powered by the Miyota 9015 Premium with approximately 42 hours of power reserve, the PVD Gold Duck

Automatic features a 38mm brushed PVD gold stainless steel case, black plume

dial with turquoise and orange accents, and a full exhibition caseback. The watch is finished with Shinola’s new

quick-release H-link Duck bracelet with a micro-adjust buckle.sunray dial with turquoise and orange accents, and a

full exhibition caseback. The watch is finished with Shinola’s new quick-release H-link Duck bracelet with a micro-

adjust buckle.

Duck Automatic 38mm — Stainless Steel / Alabaster

Powered by the Miyota 9015 Premium, this 38mm stainless steel style pairs an alabaster hydro sunray dial with

turquoise detailing and a full exhibition caseback. A new quick-release stainless steel H-link Duck bracelet

completes the design.

Duck Automatic 38mm — Stainless Steel / Black

The third 9015-powered style features a 38mm stainless steel case, black plume dial with pink and turquoise

accents, a full exhibition caseback and the new quick-release H-link Duck bracelet.

Duck Automatic 9085 Gift Set 38mm

The collection’s most limited expression is powered by the new Miyota 9085, offering approximately 80 hours of

power reserve and making Shinola one of the first American watch brands to receive the movement. The 38mm

stainless steel watch features a black hydro sunray dial with turquoise accents and a full exhibition caseback. The

gift set includes the new H-link Duck bracelet and an additional Drake gray basketweave dive rubber strap. The

first batch is serialized at 1,000 units. As with the entire collection, the Duck Automatic 9085 Gift Set is designed and assembled in Detroit.

ABOUT SHINOLA

Shinola is a Detroit-based design brand dedicated to creating products built to last. Since 2011, Shinola has crafted

thoughtfully designed timepieces, leather goods, jewelry, and lifestyle products rooted in quality, craftsmanship,

and purposeful design. At its historic Argonaut Building headquarters, skilled artisans hand-assemble luxury

watches and craft premium leather goods. Since its founding, Shinola has assembled more than one million

watches in Detroit. Through every product it makes, Shinola celebrates thoughtful design, the beauty of industry,

and a commitment to making everyday objects better. For more information, visit Shinola.com.