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Like Detroit Darling Shinola, Skagen Uses Place-Name Association To Sell Watches
Skagen Watches, Denmark
Thereâs been a lot of talk lately about Detroit darling Shinola, the 3-year-old watch brand that adopted the shoe-polish moniker as its namesake in a genius branding strategy as the blue-collar-proud purveyor of $900 watches assembled by locally trained workers right in the heart of Motown.
Bruce Weber shot its most recent ad campaign, complete with commemorative coffee-table book; its wares are sold in Barneys New York alongside Rick Owens and Yohji Yamamoto. The company has done extraordinarily well by basically adopting a hard-luck town as its branding touchs...