Shinola is taking the high road with a new watch aimed at cannabis connoisseurs–the Twenty After Four Detrola.
It’s the latest timepiece from Shinola’s playful Detrola line, which has been dropping special editions every six to eight weeks. But the Twenty After Four watch is definitely the Detroit-based brand’s stoniest offering ever. The black dial is covered with tiny green marijuana leaves, the four o’clock and twenty minute marker pop with a dank green hue, and a smoky green transparent case and quick release green silicone strap further evoke the 4/20 theme.
The watch’s 43mm case, crafted from TR90 resin, is anchored by a stainless steel core and hand-assembled Argonite 705 movement. The transparent caseback allows wearers to gaze inside the timepiece, and the dial is protected by double-domed K1 crystal.
Shinola will donate profits from the Twenty After Four watch toward the fight for criminal justice reform, including individuals incarcerated for marijuana use and possession. The Detroit-based lifestyle brand partnered with rapper and actor Common to donate proceeds to two of his favorite charities: The Anti-Recidivism Coalition and Cabrini Green Legal Aid, which provides legal support to low-income individuals in Common’s hometown of Chicago
“It means a lot to me to join this effort with Shinola,” Common said in a statement announcing the partnership. “As states continue legalizing cannabis, we cannot overlook the communities that have been so impacted by harsh sentencing, and now exclusion from the industry. I stand with Shinola in bringing awareness to this problem and also creating solutions by supporting organizations who fight for these men and women every day.”
Meanwhile, Woody Harrelson, another celebrity Shinola fan (and famously passionate consumer of cannabis), will announce the Twenty After Four Detrola on Instagram at the most appropriate time possible: 4:20pm on April 20th.
Priced at $420 and limited to 420 units, The Twenty After Four Detrola is now available at Shinola stores and Shinola.com.