BENRUS
BENRUS LAUNCHES NEW DIGITAL AI CAMPAIGN
“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