California Dials Explained, and Seven of Our Favorites

We’re excited to be featured in Teddy Baldassarre’s article on California dials — a quirky, half-Roman, half-Arabic watch design with a devoted following since the 1940s. Originally created for military watches and revived by California refurbishing shops in the 1970s and ’80s, these rare timepieces continue to captivate collectors with their distinctive “error-proof” style.

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The article explores the history, unique appeal, and modern examples of California-dial watches, including the Benrus revival of Steve McQueen’s 1968 model, complete with a Highland Green dial inspired by the Ford Mustang GT Fastback from Bullitt.

California dials remain a niche yet iconic feature in the watch world — a perfect blend of vintage charm and collectible allure.

Read the full article here

","excerpt","California Dials Explained, and Seven of Our Favorites The quirky design with the mysterious name still has its core of diehard fans.","publishedAt","2026-02-03T13:08:04Z",[398],"highlights",{"_15":400,"_75":-5,"_23":401,"_71":402,"_73":403},"gid://shopify/ArticleImage/116350976061","https://cdn.shopify.com/s/files/1/2641/6826/articles/Teddy_Logo_png_09f086e7-f301-430f-9067-299a6fafc2c6.webp?v=1770124362",674,192,"author",{"_17":406},"Victoria Moro",{"_57":382},{"_15":409,"_38":410,"_57":411,"_391":412,"_393":413,"_395":414,"_36":415,"_59":416,"_404":421,"_379":422},"gid://shopify/Article/562116165693","Men's Journal","mens-journal-1","

This ’60s Dive Watch Just Got a 21st-Century Upgrade

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Men’s Journal Featured BENRUS:

The legendary ’60s Benrus Ultra-Deep is back, updated for the 21st century. Keeping its classic twin-crown Supercompressor design, the watch now offers 200m water resistance, a Swiss automatic movement, and modern durability—all in a sleek 36.5mm stainless steel case. With a vintage-inspired black dial, luminous cathedral hands, and a 60-minute internal rotating bezel, it’s ready for any underwater adventure. Comes with a stainless steel Jubilee-style bracelet and a versatile blue NATO strap.

Read the full article from Men's Journal here

","This ’60s Dive Watch Just Got a 21st-Century Upgrade","2025-11-13T10:16:00Z",[398],{"_15":417,"_75":-5,"_23":418,"_71":419,"_73":420},"gid://shopify/ArticleImage/115009650749","https://cdn.shopify.com/s/files/1/2641/6826/articles/Men_27s_Journal_2012_118aa746-95c5-48cb-85ee-7cace71c7b06.webp?v=1763375354",2259,485,{"_17":406},{"_57":382},{"_15":424,"_38":425,"_57":426,"_391":427,"_393":428,"_395":429,"_36":430,"_59":431,"_404":436,"_379":437},"gid://shopify/Article/562116427837","Mainspring Watch","mainspring-watch","

Benrus #3061 BU

A Smart Transformation

Mainspring Watch highlights the Benrus #3061 BU, a modern, urban reinterpretation of the iconic DTU-2A/P field watch. Born from the 1962 U.S. Government MIL-W-3818B specification, the DTU is described as “the quintessential discreet, legible, and robust utilitarian timekeeping device,” and the #3061 BU translates that legacy into a contemporary, polished package.

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The #3061 BU preserves the spirit of the original while updating it for modern wearers. The 39.5 mm case is slightly larger than the original 34 mm DTU, making it a “statement piece but one which is averagely weighted on the wrist.” Design updates include a fully polished case, applied Arabic numerals with metallic surrounds, faceted hour and minute hands, and a red arrow tip on the seconds hand, all contributing to a modernized, elegant aesthetic.

As the review notes, “the #3061 BU isn’t just a more elegant version of the DTU, but an actual new design,” blending historical inspiration with contemporary style. The watch is powered by a Swiss ETA 2892 automatic movement with a 42-hour power reserve, housed behind a sapphire caseback, and features a screw-down crown, 100-meter water resistance, a double-domed sapphire crystal with anti-reflective coating, and BGW9 lume on the hands and markers.

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Mainspring concludes that the #3061 BU is “as well-built and spec’ed out as the [DTU-2A/P], but larger and more polished, so more contemporary and better suited… for the modern enthusiast’s wrist.” Priced at $1,895, it offers a thoughtful evolution of a classic military watch for collectors and daily wear alike.

Read the full review from Mainspring Watch here

Photos credits: Vincent Deschamps

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\n Introducing The Benrus Type 2 Mil Spec Re-Edition

Monochrome's article about the Benrus Type 2 Mil Spec Re-Edition explores the revival of a classic military field watch originally designed in 1972 for elite U.S. Navy SEALs and Underwater Demolition Teams.

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First produced alongside the Type 1 Mil Spec, the new Type 2 maintains the same rugged specifications but features a more detailed dial with Arabic numerals and a 24-hour inner scale. Its matte black finish ensures optimal legibility, while Super-LumiNova provides excellent visibility at night.

The sandblasted stainless steel case, smaller than the 1970s original, measures 39.5mm and includes a screw-down crown guard, 365-metre water resistance, and a sapphire crystal with anti-reflective coating. Inside, the watch is powered by the reliable ETA 2892 automatic movement, offering a 42-hour power reserve.

Read the full article from Monochrome here.

","A field watch first developed in 1972 for elite military units sits alongside the Type 1 with demanding specs for the toughest conditions.","2025-10-21T11:21:37Z",[398],{"_15":447,"_75":-5,"_23":448,"_71":449,"_73":450},"gid://shopify/ArticleImage/114608898109","https://cdn.shopify.com/s/files/1/2641/6826/articles/logo-monochrome-watches-2_040ea3da-f1f3-4ca7-9f2d-2e21726724ab.svg?v=1761045843",520,56,{"_17":406},{"_57":382},{"_15":454,"_38":455,"_57":456,"_391":457,"_393":458,"_395":459,"_36":460,"_59":461,"_404":466,"_379":467},"gid://shopify/Article/562001739837","Passion Horlogère","passion-horlogere-1","

BENRUS and the Art of Telling Courage

Passion Horlogère’s article “BENRUS and the art of telling courage” (October 15, 2025) explores the brand’s bold new chapter in contemporary communication. After reviving its iconic models, BENRUS now celebrates its legacy through a powerful digital campaign built around its historic motto: “For the Brave. By the Brave.”

The campaign pays tribute to over a century of courage — from the Lazrus brothers’ American dream to sports legends and military heroes who wore BENRUS watches. Using artificial intelligence as a creative tool, the brand reimagines these defining moments, blending heritage and innovation in emotionally charged short films that highlight the timeless value of bravery.

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Created in collaboration with London agency HMS16, the campaign turns BENRUS’s story into a modern manifesto, reminding audiences that its watches are more than timepieces — they are symbols of determination and spirit.

Read the full article from Passion Horlogère here

","BENRUS and the Art of Telling Courage","2025-10-16T09:12:10Z",[398],{"_15":462,"_75":-5,"_23":463,"_71":464,"_73":465},"gid://shopify/ArticleImage/114531729469","https://cdn.shopify.com/s/files/1/2641/6826/articles/passion-horlogere-logo_cae5658a-28c9-4232-9c3c-6116aee0b35d.png?v=1760605961",380,75,{"_17":406},{"_57":382},{"_15":469,"_38":470,"_57":471,"_391":472,"_393":473,"_395":474,"_36":475,"_59":476,"_404":481,"_379":482},"gid://shopify/Article/561942626365","Financial Times","financial-times","

We are excited to be featured in the Financial Times’ new article “Is your watch fighting fit? The military-style field watch is back. Nick Foulkes wants a piece of the action.”

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With a focus on our DTU-2A/P, here’s what the article mentions:

\"That said, some of today’s field watches recreate the soldierly styling in forensic detail. When Benrus restarted production of a watch worn by US soldiers in Vietnam, it was important that its appearance remained as close as possible to the original. “Reissuing our military watches isn’t about nostalgia, it’s about stewardship,” says Darius Solomon, senior vice-president of operations at Benrus. “The DTU‑2A/P wasn’t a style exercise but a response to the US Defence Department’s MIL‑W‑3818B specification. Our 2025 reissue stays faithful to those original specs and details because you can’t cherry‑pick heritage, and when you go back to the original 34mm size, hands, dial details, you discover how perfectly balanced the design was.”

Read the full article here

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Benrus DTU-2A/P 34mm

We’re proud to share that BENRUS has been featured in a review by Mainspring Watch Magazine, highlighting the BENRUS DTU-2A/P.

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Described as “more than being a declaration of horological freedom,” the DTU-2A/P is praised as “a little gem of historical military timekeeping, recreated by a brand that has legitimacy in the field.”

The reviewer goes on to say:

“I believe that this BENRUS DTU-2A/P is the best spec’ed 34mm field watch currently in existence, and at the very least, the only one that can claim a legitimate heritage.”

They also emphasise the importance of staying true to the original format:

“This type of dial design doesn’t need to be—and shouldn’t be—made larger as it is perfectly legible in a 34mm case.”

A glowing review that celebrates both authenticity and precision.

Read the full article here

","The Most Authentic Field Watch","2025-05-15T12:33:18Z",[398],{"_15":492,"_75":-5,"_23":493,"_71":434,"_73":435},"gid://shopify/ArticleImage/114944311357","https://cdn.shopify.com/s/files/1/2641/6826/articles/Screen_Shot_2021-10-29_at_1_28_12_PM_fbaf97f3-6ab6-408a-811a-765268761ea1.png?v=1763041067",{"_17":406},{"_57":382},{"_15":497,"_38":498,"_57":499,"_391":500,"_393":501,"_395":502,"_36":503,"_59":504,"_404":509,"_379":511},"gid://shopify/Article/560480616509","THE NEW YORK TIMES","the-new-york-times","

Benrus Featured in The New York Times: A Vintage American Watchmaker Returns

Benrus is proud to be featured in The New York Times, highlighting our bold return to the world stage with a reintroduction rooted in legacy, resilience, and innovation.

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Founded in 1921 in Manhattan, Benrus rose to become one of America's most iconic watchmakers, producing around a million watches per year by the 1960s. Our timepieces were worn by historical figures including President John F. Kennedy, Steve McQueen, and Charles Lindbergh, and were trusted by the U.S. military.

Now, after a multimillion-dollar investment and years of dedicated work, Benrus is back with a collection that bridges heritage and modern craftsmanship. Unveiled at the Time to Watch exhibition in Geneva, the new lineup includes:

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Model 3061, inspired by the watch Steve McQueen wore in Bullitt (1968)
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DTU-2A/P, a 34mm military reissue based on a 1962 Vietnam War-era piece
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Type 1 and Type 2, originally worn by Navy SEALs and Army Rangers, now water-resistant to 360 meters
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While we embrace Swiss production—opening a facility in La Chaux-de-Fonds this year—Benrus proudly keeps its headquarters in the Hippodrome Building on Sixth Avenue, where it all began more than a century ago.

\"It’s history repeating itself,\" says Chairman Michael Sweeney. \"Benrus was always a top American brand. Now it’s the only one still U.S.-owned.\"

With prices ranging from $964 to $2,000, our goal is to fill the growing demand for accessible, midrange Swiss Made mechanical watches from a brand with real heritage.

Read the full feature in The New York Times: A Vintage U.S. Watchmaker Returns

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Benrus DTU Shield: A Robust Well Fitting Military Field Watch

The BENRUS DTU Shield has been featured in the Watch Review blog, where it is praised as a robust, well-fitting military field watch that combines classic design with premium execution. Built to military specifications, the DTU Shield stands out for its slim 38mm case, compact proportions, and exceptional comfort on the wrist—qualities rarely found together in this category.

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The review highlights the finely sandblasted 316L stainless steel case, its matte tool-watch finish, and the carefully balanced design that avoids unnecessary bulk. Attention is also given to the silver dial with vertical brushing and the distinctive “Old Radium” Super-Luminova, which delivers strong legibility while evoking vintage military aesthetics. Inside, the Swiss ETA 2892 automatic movement is noted for enabling the watch’s slim profile while maintaining reliability and performance.

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Overall, the article positions the BENRUS DTU Shield as a premium evolution of the traditional field watch—purpose-built, well proportioned, and thoughtfully engineered.

Read the full article here

","Benrus DTU Shield: A Robust Well Fitting Military Field Watch","2026-01-26T15:35:02Z",[],{"_15":521,"_75":-5,"_23":522,"_71":523,"_73":524},"gid://shopify/ArticleImage/116350943293","https://cdn.shopify.com/s/files/1/2641/6826/articles/Watch-Review-Blog_png_06a08a4e-dd83-4025-a2a5-d83fd26d990f.webp?v=1770124305",477,269,{"_17":406},{"_57":382},{"_15":528,"_38":529,"_57":530,"_391":531,"_393":532,"_395":533,"_36":534,"_59":535,"_404":540,"_379":541},"gid://shopify/Article/562116198461","Timekeepers Club","timekeepers-club-2","

Benrus DTU Shield

Timekeepers Club highlights the Benrus DTU Shield, a modern reinterpretation of the legendary DTU-2A/P field watch first developed in 1964 for U.S. military specifications. Originally designed for the Vietnam War era, the DTU combined rugged construction with a highly legible dial, earning its place as a trusted tool in the field and inspiring the iconic Type I.

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The new DTU Shield, released on Veterans Day 2025, honours that heritage while introducing modern upgrades. It features a light silver dial, Old Radium Super-LumiNova markers, and glow-in-the-dark hands for perfect legibility in all conditions. The 38 mm sandblasted 316L stainless-steel case, double-domed sapphire crystal with anti-reflective coating, and 10 ATM water resistance ensure durability and everyday practicality.

Powered by a Swiss ETA 2892 automatic movement with a 42-hour power reserve and paired with a fabric strap, the DTU Shield balances comfort, precision, and rugged style. Part of Benrus’ expanding DTU collection, it celebrates the brand’s long-standing military heritage and continues its legacy as a purpose-built, mission-ready watch.

Read the full article from Timekeepers Club here

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BENRUS DTU Shield

From Mil-Spec to Modern Spec

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Hourstriker highlights the Benrus DTU Shield, a modern reinterpretation of the legendary DTU-2A/P field watch, originally developed in 1964 for U.S. military specifications. Built for reliability, legibility, and ruggedness, the original DTU became an essential tool for Vietnam War-era troops and inspired the iconic Benrus Type I.

The DTU Shield, released on Veterans Day 2025, honors that heritage while incorporating contemporary upgrades. Its 38 mm sandblasted 316L stainless-steel case, screw-down crown, double-domed sapphire crystal with dual anti-reflective coating, and 10 ATM water resistance provide durability and everyday practicality. The light silver dial features bold black Arabic numerals, a 24-hour inner scale, and Old Radium Super-LumiNova on the hands and markers for excellent legibility in any light.

At the heart of the watch is the Swiss ETA 2892 automatic movement with a 42-hour power reserve, offering precision and reliability. A khaki green fabric strap with leather lining completes the military-inspired aesthetic while ensuring comfort.

Blending historical accuracy with modern functionality, the DTU Shield is a faithful continuation of Benrus’ military legacy, delivering a rugged, versatile, and collector-worthy field watch.

Read the full article from Hourstriker here

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A 1960s Military Field Watch Gets a Polished-Up Reinterpretation Ideal for Daily Wear

A vertical brushed dial makes all the difference.

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Gear Patrol highlights the Benrus DTU Shield, a modern reinterpretation of the iconic 1960s military field watch first issued to U.S. servicemen during and after the Vietnam War. Recognized as a cornerstone of military field watch design, the DTU established the classic layout with a triangle-and-dash outer track, large hour numerals, a small military-time inner scale, and syringe-style hands with an arrow seconds hand.

The DTU Shield updates the original with a vertically brushed metallic silver dial for enhanced versatility and modern wearability, while retaining the traditional field watch design. Hour markers and hands feature faded yellow Old Radium Super-LumiNova for excellent legibility, and the 38 mm sandblasted stainless-steel case ensures durability and comfort.

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Powered by the Swiss ETA 2892 automatic movement with a 42-hour power reserve, the watch combines precision and reliability. A screw-down crown and 100 m water resistance make it suitable for daily wear and outdoor adventures, while the monobloc caseback bears the Benrus logo with understated engraving. A khaki fabric strap with soft leather lining completes the functional, mission-ready aesthetic.

Released on Veterans Day 2025, the DTU Shield honours the collection’s military heritage while offering a refined, go-anywhere design for collectors and enthusiasts, priced at $1,595.

Read the full article from Gear Patrol here

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Benrus confirms its return to the forefront with its new, already iconic military watch

Masculin.com showcases Benrus’ powerful comeback with the revival of its Type 2 MIL SPEC, an iconic military watch first created in the 1970s for elite U.S. special forces. Presented at the Windup Watch Fair in New York, the reissue marks a milestone year for the brand and reaffirms Benrus’ place on the modern watchmaking scene.

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Originally developed in 1972 alongside the Type 1 and built to meet the strict MIL-W-50717 specification, the Type 2 was engineered for Navy SEALs and Underwater Demolition Teams. The 2025 reedition remains true to that demanding heritage, retaining its utilitarian spirit through a sandblasted 316L stainless-steel case, double-domed sapphire crystal with dual anti-reflective coating, and exceptional legibility thanks to BG W9 Super-LumiNova.

Balanced in proportions at 39.5 mm by 14.4 mm, and water-resistant to 36.5 ATM (365 metres), the new Type 2 continues to meet the needs of extreme environments. Its engraved MIL SPEC caseback discreetly nods to its military origins.

Technically upgraded, the watch is powered by the reliable Swiss ETA 2892 automatic movement with a 42-hour power reserve, paired with a black rubber strap for durability and comfort — staying faithful to the “mission first” philosophy of the original.

Appealing to military-watch enthusiasts and tool-watch fans alike, the reissue delivers a modern, coherent interpretation rather than relying solely on vintage aesthetics.

Read the full article from Masculin.com here

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Benrus Reintroduce Type 2 Mil Spec to Modern Collection

In Oracle Time’s article, the Benrus Type 2 Mil Spec is celebrated as America’s iconic military watch, originally designed in 1972 for the elite of the elite, including US Navy SEALs and Underwater Demolition Teams. The 2025 reissue preserves this legendary military heritage while blending field watch and dive watch functionality, making it equally capable on land and underwater.

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The watch embodies pure utilitarian design: a high-contrast black dial, oversized Super-LumiNova Arabic numerals, a 24-hour inner scale, and large lumed hands ensure maximum clarity in all conditions, while the double-domed anti-reflective sapphire crystal minimizes reflections. Its bi-directional bezel supports both military coordination and dive timing, emphasizing versatility for professional operations.

Powered by a modern ETA 2892 automatic movement with a 42-hour power reserve, the Type 2 Mil Spec balances heritage and contemporary performance. Affordable yet robust, it is a purely functional, historically rooted watchfor collectors and enthusiasts who value authenticity, clarity, and military reliability.

Read the full article from Oracle Time here

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The Benrus Type 2 Mil-Spec Re-Edition 2025: A Continuous Legacy Of Elite Field And Dive Watch Performance

In Horobox’s article, a leading Turkish media outlet, the Benrus Type 2 Mil-Spec Re-Edition 2025 is celebrated as a modern revival of a legendary American military watch. Originally designed in the 1970s for elite units like the U.S. Navy SEALs and Underwater Demolition Teams, the Type 2 combined field-watch utility with professional dive watch resilience.

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The 2025 re-edition preserves this military heritage while incorporating modern Swiss engineering. Key features include a 39.5 mm sandblasted stainless steel case with asymmetrical crown protection, 365 meters water resistance, double-domed sapphire crystal with anti-reflective coating, and a unidirectional rotating bezel. The matte black dial with large Arabic numerals, a 24-hour inner scale, and Super-LumiNova BGW9 ensures legibility in all conditions.

Powered by the Swiss ETA 2892 automatic movement, it offers 42 hours of power reserve, precise hacking seconds, and robust reliability for demanding operations. The re-edition captures the authentic spirit, military legacy, and rugged engineering of its predecessor, appealing to both collectors and enthusiasts seeking a functional, historically rooted timepiece.

Read the full article from Horobox here

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BENRUS TYPE 2 MIL SPEC - BUILT FOR OPERATIONS, REBORN FOR TODAY

Europa Star’s article highlights the return of a true military legend — the Benrus Type 2 MIL SPEC. Originally introduced in 1972 for U.S. military special operations, this watch was engineered to meet the strict MIL-W-50717 specification, ensuring absolute reliability under the most demanding conditions. Trusted by Navy SEALs, Underwater Demolition Teams, and other elite units, the Type 2 quickly earned its reputation as one of the most robust and dependable timepieces of its era.

Now, over fifty years later, Benrus proudly revives this icon with a modern reinterpretation for 2025. The new Type 2 MIL SPEC remains faithful to the spirit of the original while integrating modern Swiss craftsmanship and upgraded materials. It features a 39.5 mm sandblasted 316L stainless steel case, a Swiss ETA 2892 automatic movement, and an impressive 36.5 ATM (1200 ft) water resistance — making it as ready for underwater missions as it is for everyday wear.

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Every detail reinforces its mission-ready DNA: a double-domed sapphire crystal with dual anti-reflective coating for optimal clarity, BW G9 Super-LumiNova for legibility in all conditions, and a bi-directional rotating bezel designed for timing operations with precision. The sandblasted caseback proudly bears the MIL SPEC engraving, a testament to its authentic military heritage.

With this reissue, Benrus not only pays homage to its storied past but also bridges history and innovation — reviving a battle-proven classic for a new generation of professionals, collectors, and adventurers.

Read the full article from Europa Star here

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Benrus Resurrects Its Iconic 1972 Military Diver for the Modern Era

HICONSUMPTION highlights the return of one of the most iconic American military watches as Benrus brings back the Type 2 MIL SPEC for 2025. First created in 1972 under the MIL-W-50717 specification for Navy SEALs and UDT units, the Type 2 earned its reputation as a rugged hybrid — a field watch with true professional diving capability.

The new reissue stays faithful to that dual-purpose design. It features a highly legible dial with large Arabic numerals, a 24-hour inner scale, triangular five-minute markers, and a matte black finish to reduce reflections. Super-LumiNova BGW9, a double-domed sapphire crystal, and dual anti-reflective coatings ensure clarity and low-light performance.

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Updated for modern wear, the 2025 model scales down to a 39.5 mm sandblasted stainless-steel case while retaining the original military aesthetic, including the asymmetrical crown guard and a bi-directional bezel with a black aluminium insert. Powered by the reliable ETA 2892 automatic movement with a 42-hour power reserve, the watch features a solid MIL SPEC-engraved caseback and a black rubber strap with quick-release levers.

Revived with modern engineering yet true to its roots, the Type 2 MIL SPEC reclaims its place as a mission-ready tool for today’s collectors.

Read the full article from HICONSUMPTION here

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Benrus reissues the coveted Type 2

The updated version features upgraded materials while keeping the original styling from 1972.

Acquire highlights the return of the coveted Benrus Type 2, reintroduced with upgraded materials while preserving the unmistakable 1972 design. The new Type 2 MIL SPEC stays true to its military roots with a 39.5 mm sandblasted 316L stainless-steel case, a bi-directional rotating bezel with an aluminium insert, and BW G9 Super-LumiNova for enhanced legibility.

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The model features a double-domed sapphire crystal with dual anti-reflective coating and offers 365M (1200 ft) water resistance, ensuring durability in demanding conditions. Inside, the watch is powered by the reliable Swiss ETA 2892 automatic movement with a 42-hour power reserve.

Finished with a closed MIL SPEC-engraved caseback and a black rubber strap, the newly reissued Type 2 MIL SPEC blends authentic vintage styling with modern performance—and is now available through Benrus’ online store.

Read the full article from Acquire here

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Benrus Type 2 MIL SPEC

Timekeepers Club highlights the return of a true military icon with the unveiling of the new Benrus Type 2 MIL SPECat Windup New York. Originally created in 1972 for U.S. military special operations under the MIL-W-50717 specification, the Type 2 became renowned for its rugged build, precision, and reliability in the field.

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Reintroduced as part of the 2025 collection, the new Type 2 MIL SPEC remains faithful to the original military blueprint while incorporating modern Swiss engineering and upgraded materials. The 39.5 mm sandblasted stainless-steel case, double-domed sapphire crystal, BW G9 Super-LumiNova, and 36.5 ATM water resistance ensure exceptional durability and legibility.

Powered by the Swiss ETA 2892 automatic movement with a 42-hour power reserve, the model combines professional-grade performance with everyday wearability. Finished with a MIL SPEC-engraved caseback and a black rubber strap, the Type 2 MIL SPEC continues Benrus’ legacy as a purpose-built tool watch engineered without compromise.

Read the full article from Timekeepers Club here

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BENRUS: America on your wrist

Passion Horlogère’s article “BENRUS, America on your wrist” (October 14, 2025) retraces the extraordinary journey of a brand that shaped American watchmaking history. Founded in Manhattan in 1921 by the Lazrus brothers, BENRUS blends the boldness of American pioneers with the precision of Swiss craftsmanship.

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From Babe Ruth to Steve McQueen, from aviation heroes to Navy SEALs, BENRUS watches have accompanied icons across generations. Known for democratizing fine watchmaking and creating timeless designs — from Art Deco models to military chronographs like the DTU-2A/P and Type 1 and 2 — the brand has always stayed true to its spirit of innovation and courage.

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In 2025, BENRUS celebrates its comeback with faithful reissues of its legendary pieces, bridging heritage and modernity under its historic motto: “For the Brave. By the Brave.”

Read the full article from Passion Horlogère here

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\nBENRUS LAUNCHES NEW DIGITAL AI CAMPAIGN\n

“FOR THE BRAVE, BY THE BRAVE”

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A Campaign Born of Grit, Courage, and Innovation

Since 1921, BENRUS has embodied bravery, grit, and the relentless pursuit of greatness. Its watches have never been for the ordinary, they’re made for those who take risks, break boundaries, and redefine what’s possible.

Today, that legacy continues with the launch of a new digital AI-powered campaign: “For the Brave, by the Brave.”

Rooted in courage, resilience, and bold innovation, BENRUS continues to craft timepieces for those who challenge the status quo and dare to go further. This campaign brings that spirit to life through a series of emotionally charged short films designed to stir a sense of timeless bravery and nostalgic purpose. BENRUS watches have never been just about function, they’re tools of defiance. Symbols for those who refuse to settle. Who understand that time is not only measured in minutes, but in moments of greatness.

In its inaugural film, BENRUS highlights defining messages of courage and ambition, two values deeply connected to its legacy:

From its early ties to sporting legends in the 1920s
To the founder’s immigrant journey and the pursuit of the American dream
To its long-standing presence in the military field, trusted by those on the front lines

Quotes reflecting the DNA and spirit of the BENRUS brand, taken from the campaign film :

“Because you carry the hopes of others.”
“Because you're not afraid to take the first step.”
“Because you see the challenge, not the obstacle.”
“True courage takes many forms and finds reward in many ways.”

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Why AI?

In a bold nod to its heritage of innovation, BENRUS has chosen to harness the power of artificial intelligence as a creative tool. AI helps reimagine these historic moments blending past and present into compelling visual narratives. Just as BENRUS timepieces fuse Manhattan grit with Swiss precision, this campaign fuses traditional storytelling with modern technology.

The choice is clear: just as courage demands action, modern storytelling demands the tools of today. AI isn’t just a medium it’s a bridge that ensures these stories endure and inspire.

A Creative Partnership with HMS16

This ambitious campaign was brought to life in collaboration with HMS16, an independent creative agency based in London known for their storytelling expertise and deep understanding of the watch industry.

« We create and produce brand ideas that can be brought to life across all consumer channels. We make production budgets go further but never compromise on quality. It’s amazing what can be achieved when everyone is working in true partnership. »
HMS16, independent creative agency

Together, BENRUS and HMS16 have created more than a campaign. They’ve built a modern tribute to the spirit of bravery itself.

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For the Brave, By the Brave

The campaign’s motto, « For the Brave, by the Brave », pulses through every scene from historic moments to everyday victories. It’s a reminder that bravery is timeless whether on the battlefield, in the skies, or in the quiet challenges of daily life. BENRUS stands unbreakable, unshakable, and ready for anything. More than a watch, it is a symbol of resilience and determination. This campaign is not only a celebration of its legacy, it’s a call to action: to dream, to dare, and to lead.

BENRUS has always been for the brave. It always will be.

Discover the full campaign here

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A History and Guide to Benrus

Windup Watch Shop has featured Benrus in their in-depth article A History and Guide to Benrus.

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The piece traces Benrus’ journey from its beginnings with the Lazarus brothers in New York City, through its growth during WWII thanks to Swiss movement production, to its position as one of America’s leading watchmakers in the 1950s. It highlights pivotal moments such as the attempted Hamilton acquisition, the creation of iconic military models like the DTU-2A/P, and the brand’s continued legacy through shifting eras of American watchmaking.

A thoughtful look at Benrus’ heritage, innovation, and enduring influence.

Read the full article from Windup Watch Shop here

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Hourstriker recently reviewed our BENRUS TYPE 1 M1, highlighting both its heritage and modern updates.

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The article traces BENRUS’ history, from supplying military watches during WWII and Vietnam to creating iconic civilian models like the Sky Chief. After surviving the quartz crisis and making a comeback in 2025, BENRUS has relaunched its classics with upgraded Swiss ETA movements, superior water resistance, and modern lume.

The reviewer praised the TYPE 1 M1 for its striking champagne sunray dial, bold BENRUS branding, and sturdy NATO strap. Special attention was given to the ETA 2892 movement with a custom skeletonised rotor, visible through the sapphire display back — a rare feature for military-inspired watches that still delivers 200m water resistance.

Finally, the solid build, precise bezel, and overall rugged feel make the TYPE 1 M1 equally at home in the field or in everyday life.

Read the full review here

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