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4 Minutes Read

Lighting Up Marin: Towery Electric’s Rise Under Alex Towery’s Leadership

By James Lamont, Novato CA

When the 2008 recession dimmed his prospects as a photographer, Alex Towery didn’t let the lights go out on his future. Instead, he found a new calling—one that would not only provide stability for his family but also grow into a thriving company serving Marin and beyond.

Today, as the owner of Towery Electric in Novato, Towery leads a team of 13 skilled electricians, combining craftsmanship with cutting-edge technology. Just as importantly, he has become a respected voice in the local building community, mentoring the next generation and helping elevate the trades. His story is about resilience, vision, and the power of building something that lasts.

From Creativity to Construction
Towery grew up in the East Bay and studied art history and photography at Humboldt State. In 2005, he moved to Marin County to pursue a creative career. But when the recession struck, the photography jobs slowed to a trickle. Towery needed a new path.

“I figured even if you have a business or not, people always need electricity,” he recalled. “Whether the economy is booming or not, there’ll be work for an electrician.”

Encouraged by friends in the trade, he began apprenticing at a small shop in San Rafael, taking night classes in electrical work, and saying yes to every opportunity to learn. He worked days on job sites, evenings in school, and weekends on side projects with a contractor friend. At the same time, he and his wife were starting a family. It was exhausting, but Towery’s determination never wavered.

That hard work eventually paid off: he earned his journeyman’s license, then his contractor’s license, and by 2013, he had incorporated Towery Electric. Six months later, with a handful of loyal clients and a leap of faith, he went out fully on his own.

Building Towery Electric with Purpose
From day one, Towery wanted his company to reflect the values he believed in as a worker: respect, opportunity, and growth.

“I planned on doing things differently than what I’d seen at other companies,” he said. “I wanted to give my employees the opportunities I always wanted as an employee.”

Over the past decade, Towery Electric has grown into a trusted name in Marin, handling everything from residential wiring to advanced lighting control systems. The company is based in Bel Marin Keys, but its reach extends across Marin, San Francisco, and Sonoma counties—and occasionally into the East Bay for special projects.

With 13 employees and a steady pipeline of work, Towery attributes the success not to fast expansion but to steady, thoughtful growth. “The best way to grow is organically,” he explained. “I don’t ever want to hire too many people at once, only to let them go when the economy shifts.”

This careful approach has created a loyal, stable team—something Towery values as much as any contract. “My passion at this point is building a team of people who can get along and are happy at work,” he said. “That’s just as important to me as the work itself.”


A Mentor and Leader in the Trades
Towery’s impact extends beyond his own business. He has become a leader in Marin’s construction community, serving on the boards of both the North Bay NARI (National Association of the Remodeling Industry) and the Marin Builders Association.

He also volunteers as a guest instructor with the North Bay Construction Corps, a hands-on program that introduces high school students to careers in the trades. In the classroom and the woodshop, students learn everything from welding and framing to plumbing and electrical systems. Towery has not only taught classes but also hired graduates into his company, giving them a strong start in the industry.

“It’s a great class for youth who want to get into the trades,” Towery said. “Over the years I’ve met a number of great candidates. Some of them we’ve hired, and they’ve grown with us for years.”

His commitment goes even further: Towery often pays for his employees’ continued education if they show motivation and drive. “If they’re willing to learn, I’ll cover their schooling while they work,” he explained. “That combination of learning while working is the best path.”

Blending Tradition with Technology
While Towery Electric prides itself on craftsmanship and service, Towery also embraces the future. His background in photography sparked a love for lighting and design, which has evolved into a passion for smart home systems and automation.

“I like to be on the forefront of what technology is doing,” he said. “We’re trying to incorporate as much technology as we can into the business.”

From app-controlled lighting systems to AI-powered estimating tools, Towery sees innovation not as a challenge, but as an opportunity. And he believes the profession itself is uniquely future-proof.

“This job is one of the few that AI can’t replace,” Towery noted. “We’ll always need electricians.”

Rooted in Marin, Focused on the Future
Looking ahead, Towery envisions steady growth for his business—perhaps a few more employees, perhaps larger and more complex projects—but always with the same commitment to quality and community that got him started.

For him, the most rewarding part isn’t just building systems that power homes and businesses, but building people. From mentoring youth to cultivating a happy, capable team, Towery sees his work as part of something bigger.

“It’s a unique profession,” he reflected. “It’s something you can do until you’re much older, because it’s not just physical—it’s about thinking, troubleshooting, and problem-solving. And there will always be work for an electrician.”

For Marin County, Towery Electric isn’t just keeping the lights on. Under Alex Towery’s leadership, it’s proving that with resilience, vision, and heart, a career change can spark something extraordinary.

You can reach Towery Electric at (415) 419-5960 or
visit them online at http://toweryelectric.com

Bay Area Business Spotlight

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Dan Ross

10.13.2025

Glad I saw this article. Alex is a credit to the industry as a whole. And a great member of the community. He and his team do gr... Glad I saw this article. Alex is a credit to the industry as a whole. And a great member of the community. He and his team do great work. Read More Read Less

De Shawn Kelly

10.12.2025

Wonderful article! I've had the pleasure to hire Towery Electric when I worked in Marin County. Top of the line service!⚡ Wonderful article! I've had the pleasure to hire Towery Electric when I worked in Marin County. Top of the line service!⚡

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10.17.2025

Pursuing Excellence in Timekeeping: Barry Cohen and the Story of ProTek Watches

“After 27 years with Luminox, and becoming more and more disillusioned with my partners' view of priorities for the brand, it felt like the right time for me to move on. I had other watch brands running concurrently (Official Watches of the Hawaiian Lifeguards, Szanto Vintage watches, and Szanto ICONs Collections), and continued with the Szanto vintage brand, which will get a big expansion for 2026. I also launched a couple of ‘cause' brands for the purpose of giving back by donating portions of the sale proceeds to organizations tied to those brands, but these were not very fulfilling, so I closed them out." Cohen explained, recalling his departure from Luminox after 27 years. “I realized I missed the category of timepieces I helped to create - tactical and sport watches, with a superlative self-powered tritium illumination technology, so I decided to jump back into my lane and create ProTek, with the desire to produce the best quality I could deliver, to pursue perfection with the hope of arriving at excellence.”That mindset became the cornerstone of ProTek, the brand Cohen founded in early 2022, and first shipped watches in fall 2022From Luminox to a New BeginningCohen’s roots in the watch industry stretch back to 1984, when fashion watches from Swatch, Guess, and Fossil were reshaping consumer trends. But it was his vision to introduce self-powered illumination—originally a military technology—into consumer watches that changed his career trajectory. Partnering with a colleague, he co-founded Luminox, bringing tritium illumination to the market and setting a new standard for tactical and durable timepieces.While Luminox grew into a globally recognized brand—boosted by relationships with the U.S. Navy SEALs and appearances in iconic mail-order catalogs—Cohen ultimately stepped away. As can sometimes be the case, ideological differences with partners led to his decision to leave in 2016. He considered retirement, but he ultimately decided to return, determined to create something truer to his values. The Birth of ProTekAfter experimenting with other ventures, Cohen realized he needed to return to what he knew best: tactical-inspired, tritium illuminated sport watches. The result was ProTek, a brand built around the same tritium illumination technology he pioneered, but with a renewed commitment to quality and design.“This is truly a startup,” Cohen admitted. “For two and a half years, I lost money every single month… but the good news is the last six months, we’re not losing money and the accounts that have us are telling us they’re starting to see an uptick. In fact, just today, I got two messages from England telling me they are seeing buzz around the brand that did not exist before.”ProTek is an amalgam of global craftsmanship:American brand visionSwiss design and illumination technologyJapanese movements for durability and precisionAssembly in a Hong Kong cleanroomCohen emphasizes that it’s not where a watch is made, but how it’s made. “In other words, a watch need not be Swiss-made to be well-made - there’s also excellence [in Asia] if you just ferret it out,” he explained.Why Illumination MattersAt the core of ProTek’s identity is its lume technology, which sets it apart in a crowded marketplace. Unlike traditional photoluminescent paint, ProTek’s self-powered borosilicate glass tubes glow continuously for up to 25 years without requiring an external light source to "charge" the lume. “There are thousands of watch brands out there, but there are only eight or so of any consequence that use this lume technology,” Cohen noted. “Without this, I wouldn’t even be doing this, and probably would have retired.”This unique feature allows ProTek to shine—literally and figuratively—in a space where brand recognition is everything. Building a Brand in Today’s MarketCohen is candid about the challenges of establishing a new watch brand in today’s retail environment. A conglomeration of retail stores and retail closures have changed the retail landscape.  Where department stores once sought differentiation, often with unique stock mixes in different stores, now they operate with cookie-cutter merchandise. To gain retail placement, consumer demand must come first.“It takes time to establish a brand,” he said. “In the old days, you’d get into a store and build recognition from there. Today, it’s reversed—you need consumer desire first for the store to take the gamble, and give new or emerging brands a chance.”Despite these challenges, Cohen sees growth ahead. ProTek has expanded from its original 19 models to around 55, now offering both quartz and automatic mechanical options. The brand has also secured partnerships, including a United States Marines collection in four series currently, but to celebrate the 250th birthday day of the USMC (November 10), ProTek is releasing 5 new models in two case sizes for the holidays, some with MARPAT digi camo dials (as seen on their uniforms), and of course some with basic black dials too.  ProTek is also working on potential collaborations with the Mexican Army and the Philippine military as well.  The Road AheadFor Cohen, the future isn’t about building a massive empire—it’s about creating a sustainable, respected brand that resonates with its customers.“I don’t have any illusions of grandeur here. This doesn’t have to become a 40, 50 million dollar business,” he said. “If we’re doing a couple million dollars a year, I’m happy. That’s a nice little business—making product for people that appreciate the heart, the sweat, the effort, the design, the quality that went into creating our timepieces.”And the feedback has been resoundingly positive. From industry experts to longtime collectors, ProTek is already being recognized for its build quality and value. “We’ve had certified watchmakers tell us we offer the best value in tritium illuminated watches on the market, and state our build quality is outstanding.” Cohen shared proudly. A Lifetime of Timekeeping, and Still GoingAt an age when many peers have retired, Cohen remains deeply invested in his craft. He sees ProTek not just as a brand, but as a mission to keep moving forward.“How many times do you hear John Brown retired and five months later, John Brown died?” he asked. “I think we’ve got to keep moving… perhaps to the consternation of my wife, who said, ‘Why don’t you just retire?’ I like to keep going, and that’s a reason for doing what I’m doing.”Go to www.protekwatch.com to peruse the full array of ProTek brand watches. ProTek is offering a special 30% discount to the readers of Bay Area Business on any ProTek watches. Just use the code “BAB” at checkout on our website.

09.19.2025

Jennifer Brown and Chapter Coffee: Crafting Connection, One Cup at a Time

By James Lamont, Novato, CA Brewing Connection: Jennifer Brown’s Journey with Chapter CoffeeFor Jennifer Brown, coffee has never been just a drink. It has always been an experience — a connection to memory, culture, and community. Today, as the founder of Chapter Coffee, she is building a brand that blends craftsmanship with meaning, bringing people together over something as simple — and profound — as a cup.From Cultural Exchange to Coffee RoastingBefore starting Chapter Coffee, Jennifer spent years in the world of cultural exchange, welcoming international visitors to the United States. It was rewarding, but when the pandemic reshaped industries and regulations shifted, the work that once brought joy began to feel heavy.“I realized it was time for a new chapter,” she says. And that’s how the seed for Chapter Coffee took root.Coffee had always been a passion — the aroma from her childhood kitchen, the first sense of adulthood that came with diner coffee, and the comfort of sharing a warm mug with someone else. What started as a long-held idea became a business.Learning the Craft from the Ground UpJennifer didn’t want to simply sell coffee. She wanted to understand it. That meant starting at ground zero: roasting.She apprenticed herself to the craft, working with master roasters, visiting farms, and immersing herself in the science and art of coffee. From understanding soil health and plant challenges to tasting the sweetness of fresh coffee cherries on a Colombian farm, she built knowledge that few new roasters can claim.Her approach mirrors that of a winemaker: roast for yourself first, then share with others. Each bag of Chapter Coffee is roasted by Jennifer herself in Oakland, where Sundays are dedicated to the meditative rhythm of the roaster. Exceptional Coffee for EveryoneChapter Coffee’s guiding philosophy is simple: exceptional coffee is for everyone. While specialty, third-wave coffee can sometimes feel exclusive or intimidating, Jennifer believes in creating a brand that is approachable and welcoming.Her coffees are carefully sourced and roasted to highlight quality without pushing into inaccessible price points. “The experience can feel luxurious,” she explains, “but the coffee itself should be available to everyone.”Beyond the Cup: Building ExperiencesChapter Coffee isn’t just about what’s in the bag — it’s about what happens after you brew it. Jennifer partners with hospitality groups and businesses to design coffee experiences that go beyond convenience. Whether it’s pour-over sachets for hotel rooms, coffee flights for tastings, or mocktail menus for restaurants, she’s reimagining how coffee can create moments of connection.Through her podcast, Connection Over a Cup, she extends this mission even further, interviewing everyday people and community builders who are fostering human connection in unique ways. Looking Ahead: A California DreamThough Chapter Coffee is young — officially launched in mid-2025 — Jennifer has a clear vision. Over the next five years, she hopes to expand across California with a mix of flagship spaces and coffee trailers designed to bring quality coffee to smaller communities.Her dream is not to dominate the coffee world, but to create meaningful pockets of community where coffee is a catalyst for connection.A New Chapter, One Cup at a TimeFor Jennifer Brown, coffee isn’t a commodity — it’s a story. Every bean carries the work of farmers, the art of roasting, and the joy of sharing. With Chapter Coffee, she is writing a new chapter of her own life — one that invites everyone to slow down, savor, and connect.Because sometimes, the simplest things — like a cup of coffee — hold the richest meaning.To reach Jennifer, and Chapter Coffee, visit them at chaptercoffee.com

09.19.2025

Global Masters of Industrial Filtration: Steve Benesi’s Mission to Save the World

By James Lamont, Novato CA From Startup Troubleshooter to “Save the World” Inventor: The Unlikely Journey of Steve BenesiIf you ask Steve Benesi what he does, you won’t get a tidy elevator pitch. You’ll get a story—equal parts grit, invention, and a stubborn refusal to accept “good enough.” Benesi is the mind behind PneumaPress and, later, the Universal Vacuum Filter (UVF) at FM Technologies, systems designed to make industrial filtration radically simpler and dramatically more efficient. As he puts it: “Our goals all these years have been to outperform anything that exists by 10 times or more, by a magnitude or more.” His career spans critical nuclear-plant inspections, geothermal circuit test runs, and a global push to reimagine how we separate solids from liquids—the unglamorous backbone of mining, chemicals, and food processing.Along the way, he’s kept a north star: “That’s my job - I have to save the world.”Roots of a Researcher—and a RebelInnovation is practically a family pastime. “My father was with Einstein at Princeton, and my father was chosen first for the Manhattan District group of 25 top scientists, which became the Manhattan Project.” His brother led NMR research across major universities. Benesi jokes that he’s the “simple engineer,” but his path reads like a field guide to hands-on problem solving.After college, he worked as a nuclear power plant inspector—testing and certifying welders, scrutinizing critical nuclear containment weldments and penetrations, and learning to be exacting under pressure. Then came the 1980s, when he crisscrossed factories as a startup and troubleshooting engineer for industrial filtration. That ground-level exposure seeded a belief he still holds today: fieldwork reveals what theory can miss. The Parking-Lot Bet That Changed EverythingBy 1989, Benesi had gone out on his own. He developed new filter media and invented PneumaPress, which he describes unequivocally: “I developed and patented filter medias and invented PneumaPress filters. And at that time, it was the world's simplest and most effective automatic pressure filter.”Money was tight. Determined to prove the concept, he built a pilot unit and, thanks to friends at a Southern California geothermal plant, took a moonshot. “Friends that actually worked at the plant who told me, come down here, bring your filter down here and sit in the parking lot and refuse to leave until they install it and test. And so that's exactly what I did.” A few weeks later: “Within about six weeks, I had my first purchase order, and it was for a million dollars.”That first install opened doors—multiple follow-on units at the geothermal site, then a call from Kennecott Utah Copper that led to filtration systems for hydrometallurgical operations. Soon, food and starch processors discovered PneumaPress could simplify flowsheets and eliminate downstream equipment. The filter moved from pilot curiosity to global workhorse. From Pioneer to President—and Back to the LabAs success mounted, so did attention. Benesi lists an alphabet of suitors—Baker Hughes, Larox, Dorr-Oliver, Outotec, Metso—and in early 2008, FL Smidth acquired PneumaPress. He became a president within FL Smidth Minerals, got a close-up of big-company machinery, and realized he still wanted to build.He left corporate life to tackle a different challenge: reinvent vacuum filtration. If pressure filtration “pushes” liquid out, vacuum filtration “pulls” it. But to Benesi, the real difference wasn’t force—it was fundamentals. He believed the entire mechanism could be reimagined. Inventing the Universal Vacuum Filter (UVF)FM Technologies was born in 2013. The breakthrough, UVF, wouldn’t fit any known box. “This is all new fundamental technology,” he says. “They can't associate it with a ceramic filter or other vacuum filters…it is nothing like they had previously perceived and they need to be introduced to it.”After thousands of tests, lab rigs in both California and Belo Horizonte, and a small commercial pilot, UVF started racking up performance wins. In side-by-side trials, the comparisons were blunt:“One square meter of UVF equals 10 to 20 square meters of another vacuum filter.” Against conventional filter presses, he often sees “an equivalent of 100 square meters” for every square meter of UVF area.Those numbers translate into smaller footprints, smaller budgets, and lower lifetime costs. “We have the smallest installation footprint… The CAPEX…is a small fraction of the conventional filters… And the OPEX…is very low.”Pandemic Setback, Global MomentumCOVID halted on-site work just as FM Technologies was ready to scale, but the team kept testing—shipping drums of slurry from around the world to their pilots in Novato and Brazil, refining geometry and media, and documenting results. As sites reopened, interest accelerated—especially from mining majors, which Benesi describes as “$150 billion a year-type group of companies.” Strict NDAs limit what he can share, but the arc is clear: installations, then bigger installations.The market noticed. “Today, fabricators of other vacuum filters and filter presses are finally starting to build UVF technology. Very, very big step. Large companies who supply others’ equipment will not be swayed until they start missing sales.”Benesi’s verdict is characteristically direct: “We really don't have any technical competitors or innovators that even come close.” A beat later, he adds, “We're the kings of actual ground-level filtration.” A Mission Larger Than MachineryBenesi’s ambition isn’t just efficiency. It’s environmental. “I'm a big pusher of Save the World, eliminating emissions, eliminating pollution streams, and promoting free energy.” He designed and built solar for his home and FM Technologies’ shop. More urgently, he wants to end tailings disasters by changing how mines handle waste.Instead of pumping slurries into massive dams that can fail catastrophically, he envisions tailings “stacked” in dense layers, then greened with plantings suited to the soil. With UVF delivering higher throughput and drier cakes, that vision becomes operationally plausible. The target he’s chasing isn’t a tagline. It’s outcomes: less water in waste, smaller footprints, safer sites, and landscapes that can heal.The People Part: New Blood and Endless CuriosityFor all the patents and pilot rigs, Benesi lights up most when talking about young engineers. FM Technologies launched a work-study program and now blends hands-on shop learning with digital modeling and AI. The mix is electric. “It's very, very inspirational. Everybody gets excited. I have to ask them to be a little bit calmer sometimes.”He’s just as candid about his own journey. He laughs about Chico State in the late ’60s, building Harleys with “coat hangers and O-rings and hose clamps,” and a long streak of independence. “I feel like I'm 17, I'm 17 and I'm running all the time.” He married later in life and has deep ties in Brazil, where he splits time, supports families, and continues to grow the company’s lab footprint. What Makes UVF Different (in Plain English)Most filtration systems rely on cloth or ceramics and incremental tweaks to long-established designs. UVF reworks the fundamentals—how fluid moves, how solids form, how surfaces interact—so each square meter does radically more work. In practice, that means:Higher throughput per unit area (10–20x vs. standard vacuum filters in many cases). Drier cakes make stacking and transport easier and safer. Smaller and safer plants with less steel, less power, and less maintenance. Fewer downstream steps, since UVF collapses processes that previously required multiple machines.Benesi’s favorite proof? Put the machines side by side. “The best way to see it is put the technology side by side. It's very dramatic.”What’s NextThe team is scaling commercial UVF units and extending the tech into UPF (another platform he’s hinted at but hasn’t publicly detailed). They’re deepening partnerships with global operators and training a next generation of hands-on inventors who can toggle between CAD models and welding masks.The goal remains audacious and disarmingly simple: filtration that erases waste. He’s blunt about industry rhetoric—“sustainable” without outcomes doesn’t move him—but optimistic about what better engineering can do.Why Steve Benesi Matters Right NowBecause heavy industry is where climate arithmetic turns real. Filtration sits in the critical path of mining, metals, chemicals, and food. If each step can be 10x better, plants get smaller, wastes get safer, and water and energy footprints shrink. Benesi has spent a career betting that the hard, physical work—prototype, test, repeat—can bend those curves. The record suggests he’s right.And if you ask him why he’s still pushing at 75, he’ll likely shrug, flash that mischievous smile, and circle back to where we started. “That's my job - I have to save the world.”Here’s to the builders in the parking lots—and to the breakthroughs that follow when they refuse to leave.To reach FM Technologies, you can call them at 415-897-4726 or visit their website at fmtechnologies.com

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