I'm really not sure what Shinola is trying to prove here, but they come off as sort of petty and out of touch. Can't this gorgeous watch succeed on its merits of being a finely-crafted, traditional analog watch alone? It's not like people who are into watches typically only buy a single watch forever.
Also, chances are that the people buying an Apple Watch as their first watch aren't as interested in the traditional analog watch features in the first place.
The copy at the bottom of their ad sounds a lot like that bullshit Budweiser commercial as well.