Benrus

Benrus is a historic American watch company founded in 1921 in New York City by Romanian-American brothers Benjamin, Oscar, and Ralph Lazrus. The brand's name is a blend of “Ben” from Benjamin and “rus” from the family surname. Originally launched as a watch repair business, Benrus quickly transitioned into manufacturing, assembling watches fitted with Swiss movements imported from La Chaux-de-Fonds, Switzerland. By 1923, the company had established its headquarters in the Hippodrome building on Sixth Avenue, in the heart of Manhattan’s jewelry district.

Benrus rose to prominence for its robust, military-grade timepieces worn by U.S. soldiers during World War II, the Korean War, and the Vietnam War. Iconic models such as the Sky Chief chronograph and the Type I dive watch became staples among both servicemen and civilians. The brand also enjoyed celebrity appeal, with endorsements from notable figures like Charles Lindbergh and Babe Ruth.

After facing difficulties during the quartz crisis of the 1970s, Benrus underwent several ownership changes and fell into dormancy. In 2017, the brand was acquired by Benrus Holdings, LLC, an affiliate of New England Partners Opportunities Fund, with the aim of reviving its storied legacy. By 2020, Benrus relaunched with a focus on heritage-inspired designs, once again establishing its headquarters in the historic Hippodrome building where its journey began nearly a century earlier. Today, Benrus continues to honor its roots, producing timepieces that blend classic American design with modern craftsmanship.