Benrus
Brand Story
History & Infomation On The Brand
Benrus, an American watch brand founded in 1921 by three brothers of the Lazrus family in New York City, emerged as a unique player in the U.S. watch industry. The brothers, originally jewelers, saw an opportunity to produce affordable, quality wristwatches amid the post-World War I shift from pocket watches. They sourced Swiss movements but assembled the watches in the U.S., building a reputation for accessible and reliable timepieces. By the 1940s, Benrus had gained popularity for its military watches, notably producing timepieces for U.S. soldiers during World War II and later for the Vietnam War, establishing a strong following among military and vintage watch enthusiasts.
In the 1960s, Benrus introduced some of its most iconic models, such as the Type I and Type II dive watches developed under military specifications. These pieces, known for their durability and functionality, became standard issue for the U.S. Navy SEALs and other elite forces, further enhancing Benrus’s reputation as a rugged, no-nonsense watchmaker. The brand also experimented with innovative designs in its civilian lineup, including the bold “Dial-O-Rama” and the unique “Sky Chief” chronograph, which became popular among commercial pilots.
Though Benrus experienced challenges during the quartz crisis and eventually ceased operations, the brand has been revived in recent years, staying true to its heritage with reissues of its classic military and dive watches. Known today for honoring its American roots and rugged history, Benrus continues to appeal to collectors and military history enthusiasts who value its legacy of durability and functionality.
