DETROIT — Movement assembly is now taking place for high-end watches built in Detroit.

The CEO of the company in charge, Shinola, said watches are largely made in Switzerland or in Asia. The CEO also said watches haven't been made in the US in a "long time."

"Bringing it back home, we think is important. I think it's important to the consumer and then as we take this brand around the world, the fact that it's a high quality product will also resonate with the consumer," said CEO Heath Carr.

The initial plan is to make half a million watches and grow production from there.

The company is also assembling bicycles in Detroit along with leather journals and other leather products.