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