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.