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Le Temps

15.05.2025
1 min read
A matter of timing. While Donald Trump is causing confusion among Swiss watchmakers who rely entirely on exports, three groups of American investors arrived in Geneva in early April with plans to revive heritage watch brands.

These Americans Who Are Expanding the Scope of Swiss Watchmaking

Benrus has been featured in the Swiss daily Le Temps in an article highlighting a new wave of American investors reviving historic watch brands with deep roots in horological heritage. The article places Benrus alongside names like Urban Jürgensen and Bremont, as examples of how U.S. entrepreneurs are helping expand the scope of the "Swiss made" tradition.

Michael Sweeney, founding partner of the M&A firm Duffy & Sweeney, is leading the revival of Benrus, a once-iconic American watch brand founded in New York in 1921. His ambition: to breathe new life into this legendary name while anchoring it within the heart of Swiss watchmaking.

This renewed momentum is part of a broader trend noted by Le Temps—one where American visionaries are investing in watchmaking excellence and contributing to its future from both sides of the Atlantic.

Read the full article here