I hear this a lot about Shinola watches. I don't understand why. Shinola watches are very well made. I've seen the process and the QC. Yes most parts are imported but that keeps the price relatively low. Most of their watches are in the $600-$900.00 range and for a lower end luxury watch that's not expensive. I guess people expect a mechanical movement for that money but unless your mechanical has a lot of Chinese parts and is from a micro brand you won't find many. The Ronda quartz movement is better than most and it's assembled in Detroit from parts made in Switzerland. I guess it's about expectations. If you compare it to an entry level IWC using an outsourced movement, the Shinola is a small fraction of the price.
But the basic premise of your post has value. You are definitely paying for the name.
But the basic premise of your post has value. You are definitely paying for the name.