The Challenge
Elliot Brown Watches came to us with nothing more than a briefcase full of cardboard mock‑ups because the real samples were still somewhere between the factory and the UK. What they did have was the drive and personality of co‑founder Ian Elliot, whose passion for people and product was clear from the outset. But in practical terms we were starting from absolute zero: no assets, no awareness, and a brand no one had yet seen or heard of.
The Strategy
Ian Elliot’s background as a founding member of Animal, the iconic surf brand known for its watches and groundbreaking strap designs, gave us a rich, authentic story to build from. When something new lands in the market, curiosity spikes, and we used that early momentum to put Elliot Brown directly in front of the right people. We brought Ian to our media days and camp outs so journalists could handle the watches as soon as the samples arrived and experience his infectious enthusiasm firsthand. We seeded product to people working in the outdoor trade, especially sales reps who spent their days demonstrating gear to retailers with their hands in full view.
We also amplified Elliot Brown’s ongoing charitable collaborations with limited‑edition watches, working with industry media to share those stories. Alongside this, Spring PR worked with adventurers and outdoor personalities by interviewing them to create captivating content for Elliot Brown to host on its website and promoted the hashtag #wornbyadventurers through all media outreach. We supported the ambassadors with a bespoke PR campaign, pushing their achievements out to TV, social & digital media.
The Results
Elliot Brown quickly appeared on the wrists of TV presenters and outdoor personalities, and the brand secured strong reviews and coverage across key national news, outdoor, tech, and watch titles.