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TL;DR - Roland Murphy keeps squealing to the FTC every time anyone falsely claims to be American-made
And good on 'im, by the way. He was a cabinet maker for a clock company that went defunct, then started making watches out of old American pocketwatches, then finally ten years later started making his own movements in an old bank building in rural Pennsylvania. Shinola, meanwhile, is a bunch of money dudes trying to rebuild their Fossil greatness and I have yet to meet a watchmaker that doesn't have a personal story about what an asshole Cameron Weiss is.
Not mentioned: Keaton Myrick, who apparently lives in a cave in rural Oregon and never answers emails.