The news story is only sometimes the product. Sometimes, the founder of the company is the story. The Towson Watch Company, founded by Spencer Shattuck, fits this PR model.

While the limited series watches received top-of-screen attention from trade publications like Hodinkee and The Time Bum, Pop Culture PR’s mission was to generate brand-name media attention outside top watch trades.

In 2022, Lorraine Mirabella wrote a full-length feature piece for The Baltimore Sun featuring the founder’s story.

“23-year-old entrepreneur takes over Towson luxury watch brand from Under Armour founder Kevin Plank.”

What was the story that helped to land such prestigious media attention? The origin story involved a CEO who had started at the same company as a 14-year-old Intern ten years before owning the company. Everybody loves a story about a young person finding their passion and taking steps to achieve their goals at such an early age.

Here’s a sample of how the media was approached:

“If Spencer Shattuck learned anything in his first twenty-three years, it’s never too early to find your passion. He learned a lesson from his father early on: “My father told me: ‘Choose a job you love, and you’ll never have to work a day in your life,’” said Shattuck. “You need to listen to your calling and passion and pursue it.”

At only ten years old, Shattuck did just that. He realized he had a passion for luxury goods. Pens at first, before collecting and trading luxury watches in middle school. This experience led Shattuck to intern with the Towson Watch Company (TWC) for an 8th-grade thesis project. “At 13 years old, I spent a week with Towson’s founders, Hartwig Balke and George Thomas, pursuing my already present passion for watches.” 

By 10th grade, he generated $500k in annual revenue at his own company, SSA Luxuries.”

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