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.”