In the FTC's closing letter to Shinola, they specify that the company will stop using the phrase "Where American is Made." In addition, the phrase "Built in Detroit" will, moving forward, be qualified with the phrase "with Swiss and imported parts." For now it has been replaced on Shinola's website, by “The first watches assembled at scale in the United States in decades.” A very different message, indeed. The FTC noted that "100% of the cost of materials used to make certain watches is attributable to imported materials." This means that none of the actual components in the "Built In Detroit" watches in question came from the United States – just the assembly was done within the U.S.