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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.

$\"\"$

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

","excerpt","BENRUS and the Art of Telling Courage","publishedAt","2025-10-16T09:12:10Z",[97],"highlights","image",{"_15":100,"_101":-5,"_23":102,"_103":104,"_105":106},"gid://shopify/ArticleImage/114531729469","altText","https://cdn.shopify.com/s/files/1/2641/6826/articles/passion-horlogere-logo_cae5658a-28c9-4232-9c3c-6116aee0b35d.png?v=1760605961","width",380,"height",75,"author",{"_17":109},"Victoria Moro",{"_80":81},{"_15":112,"_38":113,"_80":114,"_90":115,"_92":116,"_94":117,"_36":118,"_98":119,"_107":124,"_77":125},"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.”

$\"\"$

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

","Is your watch fighting fit? The military-style field watch is back. Nick Foulkes wants a piece of the action.","2025-09-26T07:25:13Z",[97],{"_15":120,"_101":-5,"_23":121,"_103":122,"_105":123},"gid://shopify/ArticleImage/114334269501","https://cdn.shopify.com/s/files/1/2641/6826/articles/17b6c9ac-7097-40fd-8f34-2f7117fd646b_aboutus-FT_jpg_e2851c42-b86f-4cac-90cc-c266be55e059.jpg?v=1759327990",1120,632,{"_17":109},{"_80":81},{"_15":127,"_38":128,"_80":129,"_90":130,"_92":131,"_94":132,"_36":133,"_98":134,"_107":139,"_77":140},"gid://shopify/Article/561535189053","MONOCHROME","monochrome-1","

The BENRUS DTU-2A/P Field Watch

In a recent article, Monochrome takes a close look at the Benrus DTU-2A/P, a compact military reissue that honours the brand’s deep history. Founded in 1921 in New York City, Benrus became one of the best-known American watchmakers of the mid-20th century, producing over a million watches per year by the 1950s and counting clients like JFK, Babe Ruth, and Charles Lindbergh among its wearers.

$\"\"$

Originally designed for U.S. soldiers during the Vietnam War, the DTU-2A/P was the first watch to meet the upgraded MIL-W-3818B military specifications in 1962. The 2025 reissue keeps the same spirit alive with a 34mm sandblasted steel case, a sterile matte black dial, and a solid caseback engraved with military markings. While faithful in design, the watch features modern upgrades like a double-domed sapphire crystal and improved 100m water resistance.

Inside, it’s powered by the Swiss ETA 2671 automatic movement, known for its compact size and reliability—perfect for a case that stays true to vintage proportions. The dial is clean, highly legible, and free of branding, with Super-LumiNova adding visibility and a subtle nod to the past.

$\"\"$

Monochrome praises the DTU-2A/P for being an authentic field tool with historical credibility and timeless military style. While its size may not be for everyone, those drawn to heritage, simplicity, and purpose-built design will find it a compelling piece—especially at CHF 892 (excl. VAT).

Read the full article here

","A traditional, compact field watch pulled from the revived watchmaker’s archives really highlights its American military roots.","2025-07-29T11:51:19Z",[97],{"_15":135,"_101":-5,"_23":136,"_103":137,"_105":138},"gid://shopify/ArticleImage/114337972285","https://cdn.shopify.com/s/files/1/2641/6826/articles/logo-monochrome-watches-2_dbe1e2ec-6922-4c78-9c92-e8fdb72b7cf0.svg?v=1759395782",520,56,{"_17":109},{"_80":81},{"_15":142,"_38":143,"_80":144,"_90":145,"_92":146,"_94":147,"_36":148,"_98":149,"_107":154,"_77":156},"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.

$\"\"$

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:

\n
Model 3061, inspired by the watch Steve McQueen wore in Bullitt (1968)
\n
\n
DTU-2A/P, a 34mm military reissue based on a 1962 Vietnam War-era piece
\n
\n
Type 1 and Type 2, originally worn by Navy SEALs and Army Rangers, now water-resistant to 360 meters
\n

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

","A Vintage U.S. Watchmaker Returns.","2025-04-07T20:20:05Z",[97],{"_15":150,"_101":-5,"_23":151,"_103":152,"_105":153},"gid://shopify/ArticleImage/114334171197","https://cdn.shopify.com/s/files/1/2641/6826/articles/the-new-york-times_6077cdf5-aae2-467b-8ad4-fc99cc7e957b.svg?v=1759327712",2500,329,{"_17":155},"Joevin Gracien",{"_80":81},{"_15":158,"_38":88,"_80":159,"_90":160,"_92":161,"_94":162,"_36":163,"_98":164,"_107":167,"_77":168},"gid://shopify/Article/562001707069","passion-horlogere","

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.

$\"\"$

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.

$\"\"$

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”

$\"\"$

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.”

$\"\"$

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.

$\"\"$

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

","BENRUS LAUNCHES NEW DIGITAL AI CAMPAIGN “FOR THE BRAVE, BY THE BRAVE”","2025-10-13T13:12:19Z",[],{"_15":178,"_101":-5,"_23":179,"_103":180,"_105":181},"gid://shopify/ArticleImage/114531762237","https://cdn.shopify.com/s/files/1/2641/6826/articles/Benrus_Logo_Final_28ea1bc6-41c7-4220-bac8-5400400d924b.png?v=1760605973",1085,1098,{"_17":109},{"_80":81},{"_15":185,"_38":186,"_80":187,"_90":188,"_92":189,"_94":190,"_36":191,"_98":192,"_107":197,"_77":198},"gid://shopify/Article/561942659133","Hourstriker","hourstriker-2","

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

$\"\"$

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

","BENRUS TYPE 1 M1 Review","2025-09-26T07:31:50Z",[],{"_15":193,"_101":-5,"_23":194,"_103":195,"_105":196},"gid://shopify/ArticleImage/114266570813","https://cdn.shopify.com/s/files/1/2641/6826/articles/Screenshot_2025-05-15_at_11.25.06_3c2627dc-90a6-4a62-85d0-92a0d1acd0ff.png?v=1758871942",566,130,{"_17":109},{"_80":81},{"_15":200,"_38":201,"_80":202,"_90":203,"_92":204,"_94":205,"_36":206,"_98":207,"_107":212,"_77":213},"gid://shopify/Article/561535254589","ORACLE TIME","oracle-time","

Benrus Debut Type 1 M1 Blending Mil-Spec Design with Modern Luxury

In a recent feature, Oracle Time explores the newly released Benrus Type 1 M1, a modern reinterpretation of the brand’s legendary 1970s Type 1 MIL-SPEC military diver. While it retains the structural DNA of a true mil-spec watch—with its 41.5mm case, 200m water resistance, and ETA 2892 automatic movement—the Type 1 M1 introduces a softer, more luxurious twist designed for everyday civilian wear.

$\"\"$

Unlike its all-business predecessor, the Type 1 M1 features a polished satin-brushed case and a striking champagne sunray dial, replacing the utilitarian blacks and greens of the original. It also includes a Benrus logo and a sapphire exhibition caseback, further signalling its shift from combat tool to refined, lifestyle timepiece. The champagne fabric strap ties the look together, offering a balance between rugged NATO functionality and laid-back elegance.

Oracle Time notes that while the M1 dials down the military intensity, it still honours Benrus’s tool-watch roots. With a price of CHF 1,758 (approx. £1,630), it’s a versatile and thoughtfully updated piece aimed at collectors who appreciate vintage heritage with a contemporary edge.

Read the full article here

","Mil-spec watches have a special place in horological history with good reason","2025-07-29T11:58:15Z",[],{"_15":208,"_101":-5,"_23":209,"_103":210,"_105":211},"gid://shopify/ArticleImage/113421025341","https://cdn.shopify.com/s/files/1/2641/6826/articles/oracle-time-logo-black.png?v=1753790310",501,66,{"_17":109},{"_80":81},{"_15":215,"_38":128,"_80":216,"_90":217,"_92":218,"_94":219,"_36":220,"_98":221,"_107":224,"_77":225},"gid://shopify/Article/561535156285","monochrome","

\nThe 2025 Benrus Type 1 MilSpec, a Tough and Purposeful Combat Tool
\n

Monochrome’s latest article revisits the rich heritage of Benrus, one of the few American watch brands with deep military and aviation roots. From its beginnings in 1921 New York, Benrus earned a solid reputation for practical, rugged timepieces—famously worn by pilots, soldiers, and even CIA operatives.

$\"\"$

The piece walks us through Benrus’s golden years, spotlighting iconic models like the Sky Chief chronograph and its military-issued Type I and Type II dive watches, built to U.S. MIL-W-50717 specs. After years of silence following the Quartz Crisis, Benrus is making a strong comeback with the 2025 Type 1 MilSpec 39.5mm, a modern yet faithful reissue of its legendary tool watch.

This updated model features a more compact 39.5mm sandblasted steel case, AR-coated sapphire crystal, and a Super-LumiNova dial that stays true to its functional, military-grade design. Powered by the Swiss ETA 2892movement, the watch offers 365m of water resistance and arrives ready for action on a robust rubber strap.

$\"\"$

Monochrome’s review celebrates how this new release successfully blends modern reliability with authentic military character, honouring the original’s no-frills, mission-ready appeal.

Read the full article here

","The new Type 1 is more compact, with upgrades that make it feel fresh without losing its origins.","2025-07-29T11:45:22Z",[],{"_15":222,"_101":-5,"_23":223,"_103":137,"_105":138},"gid://shopify/ArticleImage/113420927037","https://cdn.shopify.com/s/files/1/2641/6826/articles/logo-monochrome-watches-2_2d1619a2-bfd8-47fc-93f9-690eb8039de5.svg?v=1753789569",{"_17":109},{"_80":81},{"_15":227,"_38":228,"_80":229,"_90":230,"_92":231,"_94":232,"_36":233,"_98":234,"_107":238,"_77":239},"gid://shopify/Article/560785653821","THE COOLECTOR","the-coolector-1","

We’re glad to be featured in The Coolector, where the article highlights the 3061 GT as a standout release marking a bold new chapter for Benrus.

$\"\"$

Rooted in our historic New York City origins, the 3061 GT is celebrated for its strong connection to Bullitt and the enduring cool of Steve McQueen. The article praises the watch’s thoughtful design — from the Highland Green textured dial inspired by the Mustang GT Fastback, to subtle nods like the orange seconds hand and our first-ever California dial.

With its 39.5mm stainless steel case, Swiss ETA 2892 automatic movement, and cinematic details throughout, the 3061 GT is positioned as a field watch reimagined for life in the fast lane.

$\"\"$

Read the full article and discover the beautiful shots they’ve taken here

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We’re thrilled to see the Benrus #3061 GT featured on Masculin.com, where it’s described as \"a statement\" and a \"true tribute to the legendary film Bullitt and Steve McQueen’s iconic Mustang.\" The article highlights the thoughtful design choices, like the Highland Green dial, which \"evokes the legendary car chase through San Francisco’s hills,\" and the bold orange seconds hand, inspired by the Mustang's speedometer.

$\"The$

With its 39.5mm case and reliable Swiss ETA 2892 movement, the 3061 GT is praised for blending \"vintage charm with modern precision\" — a stunning piece that stands out in both design and craftsmanship.

Read the full article here

","This watch is the ultimate tribute to the film Bullitt and the Ford Mustang","2025-06-17T13:10:24Z",[],{"_15":249,"_101":-5,"_23":250,"_103":251,"_105":252},"gid://shopify/ArticleImage/112779952189","https://cdn.shopify.com/s/files/1/2641/6826/articles/LOGO-GENERIQUE.png?v=1750165830",541,238,{"_17":109},{"_80":81},{"_15":256,"_38":257,"_80":258,"_90":259,"_92":260,"_94":261,"_36":262,"_98":263,"_107":268,"_77":269},"gid://shopify/Article/560785555517","The Calibrated Wrist","the-calibrated-wrist","

Benrus DTU-2A/P 34mm Featured on The Calibrated Wrist

We’re proud to share that The Calibrated Wrist has featured an article from Mainspring Watch Magazine highlighting the BENRUS DTU-2A/P.

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 adds:
“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 preserving the original proportions:
“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 authenticity, craftsmanship, and heritage.

Read the full article here

","BENRUS DTU-2A/P","2025-06-17T13:03:33Z",[],{"_15":264,"_101":-5,"_23":265,"_103":266,"_105":267},"gid://shopify/ArticleImage/112778772541","https://cdn.shopify.com/s/files/1/2641/6826/articles/Screenshot_2025-06-17_at_15.02.41.png?v=1750165415",882,158,{"_17":109},{"_80":81},{"_15":271,"_38":272,"_80":273,"_90":274,"_92":275,"_94":276,"_36":277,"_98":278,"_107":283,"_77":284},"gid://shopify/Article/560785457213","A Blog to Watch","a-blog-to-watch-1","

We’re thrilled to see the new Benrus #3061 GT featured in A Blog to Watch Flyback's article. Described as “sportier than anything we’ve seen from the brand since its rebirth” and “appealing and attractive,” the 3061 GT blends heritage and modern design effortlessly.

With a slim 39.5mm case, reliable ETA 2892 movement, and a green California dial inspired by Steve McQueen’s Bullitt Mustang, this watch is a standout in our collection.

$\"CObra$

Read the full article here

","The Flyback: Omega gets lazy, Brew thins out, and Venezianco wows","2025-06-17T12:38:16Z",[],{"_15":279,"_101":-5,"_23":280,"_103":281,"_105":282},"gid://shopify/ArticleImage/112778117181","https://cdn.shopify.com/s/files/1/2641/6826/articles/Main-logo.png?v=1750163902",400,142,{"_17":109},{"_80":81},{"_15":286,"_38":287,"_80":288,"_90":289,"_92":290,"_94":291,"_36":292,"_98":293,"_107":298,"_77":299},"gid://shopify/Article/560785326141","Time Zone","time-zone","

\nFeatured in Time Zone, the article “BENRUS 3061 GT” explores the revival of a timepiece inspired by an iconic film, a legendary actor, and one of cinema’s greatest car chases.
\n

A notable new release in the watch world, the Benrus #3061 GT, made its debut at the Windup Watch Fair in San Francisco, signaling a significant moment for the brand. This timepiece is not merely an instrument for telling time; it is a carefully crafted homage to a legendary film, an iconic actor, and a historic automotive chase that captivated audiences. The watch aims to capture the spirit of Bullitt, the classic 1968 film starring Steve McQueen, and the visceral thrill of its famous San Francisco car chase. This new field watch seeks to merge a vintage aesthetic with the advancements of modern watchmaking.

$\"Cobra$

Read the full article here

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Benrus has been featured in Timekeepers Club with the article “BENRUS #3061 GT Watch,” highlighting the return of a legendary timepiece inspired by Steve McQueen’s iconic 1968 model.

Unveiled at the Windup Watch Fair in San Francisco, the new Benrus #3061 GT isn’t just a timepiece—it’s a cinematic tribute to speed, heritage, and the King of Cool himself. Channeling the raw energy of Bullitt and the legendary car chase through the streets of San Francisco, this brand-new edition field watch fuses classic style with contemporary performance.

A Cinematic Homage Cast in Steel

Inspired by the 1968 Benrus model worn by Steve McQueen, the #3061 GT tells its story through thoughtful details: the Highland Green dial echoes the Ford Mustang GT Fastback’s signature hue, while the textured surface hints at the city’s iconic grid. Its California dial—a first for the brand—introduces a fresh yet nostalgic design element with ton-sur-ton 24-hour numerals, bridging past and present. Even the second hand pays tribute, taking its shape from the speed indicator of the Mustang Fastback GT featured in the film, further anchoring the watch in its cinematic roots.

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Read the full article here

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Benrus has been featured in Luxury Watch Works with the article “BENRUS #3061 GT Watch,” celebrating the revival of a cinematic icon inspired by Steve McQueen’s legendary 1968 timepiece.

BENRUS #3061 GT MADE ITS DEBUT LAST WEEKEND IN SAN FRANCISCO

Unveiled at the Windup Watch Fair in San Francisco, the new BENRUS #3061 GT isn’t just a timepiece—it’s a cinematic tribute to speed, heritage, and the King of Cool himself. Channeling the raw energy of  Bullitt  and the legendary car chase through the streets of San Francisco, this brand-new edition field watch fuses classic style with contemporary performance.

$\"CObra$

Read the full article here

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\n Featured in Hourstriker, the article “BENRUS 3061 GT: A Cinematic Legend Reborn” explores the revival of a timepiece inspired by an iconic film, a legendary actor, and one of cinema’s greatest car chases.
\n

$\"The$

\nRead the full article here

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Benrus is back. More than 100 years after its founding, the New York-based watchmaker is making a fresh start – and bringing back Steve McQueen's classic from Bullitt. Watches from the United States with Swiss precision – with this concept, Benrus rose to become one of the leading watch manufacturers in the United States after World War I. The company was founded in 1921 in Manhattan and impressed with its combination of classic American design and movements from La Chaux-de-Fonds. Over time, the young brand gained more and more prominent customers. One of them was Hollywood star Steve McQueen, who immortalised his Benrus on screen. Now, there's a comeback – with the Benrus #3061 BU.

$\"Photo$

Benrus reinterprets a classic

Benrus is celebrating its comeback with new editions of four watches that shaped the first chapter of the company's history. The new Benrus #3061 BU (reference: 3061-SS-B-039-01) is attracting the most attention at the launch. The original once belonged to Steve McQueen and was worn by him in the movie “Bullitt”. The watchmakers have carefully modernized the model and adapted it to the demands of watch lovers in the 21st century.

Read the full article here

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BENRUS Type I and II

Featured in Hourstriker, the article “BENRUS Type I and II: From the Battlefield to Your Wrist” dives deep into the return of two legendary military timepieces.

Originally developed in the 1970s for elite units like the U.S. Navy SEALs and Army Rangers, the BENRUS Type I and Type II watches were known for their uncompromising durability, precision, and functionality under extreme conditions. Now reissued for 2025, these models stay true to their original military specifications while embracing modern advancements.

The updated Type I retains its iconic matte black dial, bi-directional bezel, and clean, highly legible layout — now enhanced with Super-LumiNova, a double-domed sapphire crystal, and a 39.5mm stainless steel case water-resistant up to 36 ATM. The screw-down crown and engraved MIL SPEC case back are a direct nod to its tactical past.

$\"Photo$

The Type II reissue brings a distinctive edge with its 41.5mm bronze PVD-coated case, military green dial, and 12/24-hour format, faithful to its original design. Both models are powered by the reliable ETA 2892 movement with a 42-hour power reserve — combining history, precision, and durability in one timeless form.

$\"Photo$

Discover how BENRUS continues to honour its military legacy — engineered for those who do and dare.

Read the full article here

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This New Field Watch Is a Must-Have Tribute to the King of Cool

The new BENRUS #3061 GT watch is a tribute to the one Steve McQueen wore during his iconic role in the classic car chase movie 'Bullitt.'

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The 1968 classic film Bullitt stars legendary American actor Steve McQueen as a hard-nosed, San Francisco detective hot on the tail of Chicago mobsters running roughshod in California. The movie features one of the greatest car chases of all time with the King of Cool behind the wheel of a 1968 Ford Mustang GT fastback walking his quarry up and down the Bay City’s seven hills.

While on the hunt, McQueen’s character, Frank Bullitt, wears a Benrus Series #3061 field watch (a civilian variation on the military issued DTU-2AP). In tribute to the cinematic classic, the brand has created an updated timepiece—the #3061 GT.

$\"The$

The modern watch exudes McQueen's effortless cool with a green California dial in the same shade as his Mustang. The face is also textured in a grid pattern representing the streets and blocks of San Francisco and features both 12- and 24-hour indexes as well as a date window at 6 o’clock. The sword-style hands and main markers are coated in BW G9 Super-LumiNov for low light legibility.

While the ’60s versions were 34mm in diameter, the new 316L stainless steel case has increased to 39.5mm and is water resistant to 100 meters. Despite the watch’s beefier width, it’s still only 9.95mm tall, so tight shirt cuffs shouldn’t be too much of a bother. Inside, the piece is powered by a Swiss ETA 2892 automatic movement with a 42-hour power reserve.

$\"Cobra$

The watch is capped with a double-domed, anti-reflective coated sapphire crystal. A see-through caseback allows a peek at the calibre and the piece comes on a bold, orange leather strap with a pin buckle for a nice pop of flare.

Discover the watch

Read article on Men's Journal

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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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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

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BENRUS and the Art of Telling Courage

The BENRUS DTU-2A/P Field Watch

BENRUS: America on your wrist

\nBENRUS LAUNCHES NEW DIGITAL AI CAMPAIGN\n

“FOR THE BRAVE, BY THE BRAVE”

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.”

Benrus Debut Type 1 M1 Blending Mil-Spec Design with Modern Luxury

\nThe 2025 Benrus Type 1 MilSpec, a Tough and Purposeful Combat Tool\n

\nThe 2025 Benrus Type 1 MilSpec, a Tough and Purposeful Combat Tool
\n

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