Images of the next-generation Mustang are being kept under tight wraps in Dearborn; however, Ford is rolling out elements of the marketing campaign celebrating 50 years of the first “pony car” that will proceed the debut of the 2015 Mustang next spring.
The breadth of the new campaign was underscored with the announcement that Ford is teaming up with Shinola, a Detroit-based start-up manufacturer of luxury goods, to celebrate 50 years of the Ford Mustang with the release of 46-millimeter wristwatch with Swiss movements.
“Like the Mustang itself, we want our licensed products to convey an attitude of strength, passion and quality,” said John Nens, Ford lead for global brand licensing.
“Shinola embodies all of these things and is a perfect fit to celebrate this special moment in automotive history,” he said.
The face of the watch features the unique “Mustang 50 Years” logo.
The 50-year commemorative quartz timepiece features Swiss movements, a scratch-resistant sapphire crystal face and premium black leather for the band with a screw-down crown. Waterproof to five atmospheres, the materials and design details are brought to life by highly skilled craftspeople, who bring a special expertise to executing this premium watch.
(Ford is keeping the details of the next generation Mustang quiet. To read about it, Click Here.)
Only 50 companies will be licensed to create products bearing the “Mustang 50 Years” logo, which was designed to celebrate the sports car leading up to its 50th birthday on April 17, 2014. Shinola is one of the first manufacturers to help mark this milestone, Nens said.
“Mustang is one of the greatest icons in American manufacturing history,” said Jacques Panis, Shinola’s director of strategic partnerships.
“We reached out to Ford because we thought it makes perfect sense, as we share the same passion for craftsmanship and domestic manufacturing.”
Bedrock Manufacturing Co. purchased the Shinola trademark, first used in 1929 on a wax-based shoe polish, in 2011.
(Ford rolled off 1 millionth Mustang at Flat Rock plant. For more information, Click Here.)
A year ago, Shinola moved into a 30,000-square-foot space in the historic Argonaut building in Midtown Detroit and began crafting handmade watches and bicycles there.
Shinola opened its online shop in March 2013 debuting a limited-edition watch – the Runwell. It was an instant hit – much like the Mustang, which exceeded expectations and was an immediate success in 1964, its first year of production. To date, Ford has produced and sold more than 8.5 million Mustangs.
“The beauty of industry is still alive and well in Detroit,” said Panis. “We are excited to be a part of a growing movement toward American-made products.”
Items from Shinola and other manufacturers are available now at http://shopmustangfifty.com.