Benrus: A Historic Comeback

What did Steve McQueen, John F. Kennedy,
Charles Lindbergh, baseball legend Babe Ruth, and so many GIs have in common?
Each embodied, in their own way, a facet of the American dream.
And here’s the kicker: They all wore BENRUS watches!

From the outset, the brand born in New York City in 1921 leveraged Swiss expertise to
develop reliable watches for everyone. By the early 50s, BENRUS was one of the bestknown
brands in the US, producing over a million pieces annually.

Iconic military watches, elegant civilian timepieces, and compelling complications:
BENRUS kept marking America’s moments throughout the 20th century.

In 2025, just over 100 years after its founding, the independent New York watch brand
expands further with brand new reissues of its iconic tool watches, coveted as ever by
collectors worldwide, adding modern re-imaginations of its legendary pieces as well.

A comeback that also signals what’s on the horizon: A boundary-pushing
new timepiece designed for those who do and dare in our time!

• A Historic Comeback: BENRUS, the iconic American watch brand, moves passionately into 2025 with exciting new models of its legendary tool watches as well as bold modern interpretations from the past.

• A Leadership Team Driving the Revival: Business leaders and watch industry veterans – including Michael Sweeney, Vincent Perriard, Darius Solomon, Ion Schiau, and Alain Oppliger – are spearheading the brand’s next chapter with deep expertise and passion.

• A Comprehensive Lineup for Geneva: BENRUS Mil-Spec Icons, along with exciting new modern reinterpretations of classic BENRUS watches such as the Type 1 and Type 2, including the iconic BENRUS Series #3061, the watch famously owned and worn by Steve McQueen in the movie Bullitt – with the street cred for today.

• Top Secret: Project Type 3X – a new mission-ready timepiece, being developed in collaboration with U.S. Special Forces veterans including Navy SEALs, Rangers and Marines.

• Also in the works: a definitive BENRUS history book documenting the brand’s Art Deco-era influence and rich heritage

BENRUS: Time for A Fresh Challenge

Driven by an ongoing commitment to bring the best watches to our customers, the great American watchmaking brand which embraced Swiss craftsmanship and precision expands with bold and exciting new releases worldwide in 2025. Founded in 1921 in Manhattan, with movements crafted in La Chaux-de-Fonds, BENRUS won over adventurers and trailblazers with its rugged, purpose-driven timepieces.

Rooted in its rich heritage and driven by a spirit of innovation, the brand reinterprets its most iconic and beloved designs of yesterday, while unveiling bold new collections that pulse with the energy of today.

BENRUS – A Taste for Action

Wearing a BENRUS watch is about a taste for action. Designed and built to keep up in any situation, BENRUS timepieces are made for those who value clarity, functionality, and rugged authenticity. Inspired by the energy of New York, they feel just as at home in the heart of the city as they do on the toughest trails.

BENRUS watches have always been made for those who push limits – pilots, divers, athletes, adventurers, business leaders, and the bold men and women who wear them. From day one, the brand has been dedicated to crafting timepieces that evolve with the times, bringing practical complications to countless wrists and always staying in sync with the way life evolves.

For BENRUS, consistency is key – a philosophy embodied in the brand’s tagline – “For the Brave. By the Brave.” It's a celebration of courage and character, determination and self-assurance.

Benrus watches are crafted for those who do and dare, who push boundaries, and redefine the limits of what’s possible. We stand with the dreamers, the entrepreneurs, the fearless. Our watches are more than tools. They’re built not just for purpose, but for every challenge. For those who refuse to settle – for less or for comfort – and understand that time is measured not just in minutes but in moments,” shares Ion Schiau, Benrus shareholder and one of the architects behind the brand’s renaissance.

The Legacy Continues

The Return of Battle-Tested Watch Legends: BENRUS DTU-2A/P, Type 1, and Type 2

The DTU 2A/P – Born to lead

BENRUS earned its spurs as a trusted piece of battlefield equipment. The brand became a legend during the Vietnam War with the DTU model, built tough enough for the most perilous missions. When the Department of Defense raised its standards for military watches in 1962 with the MIL-W-3818B specifications the BENRUS DTU-2A/P was the only watch to win the contract and became the first new field watch being issued to soldiers in Vietnam. From 1964 onward, BENRUS was the go-to for American military personnel.

At its heart, the BENRUS DR 2F2 movement – a 17-jewel caliber based on the ETA 2370, assembled in Switzerland and modified with a "hacking second" feature. This stop-second system enabled soldiers to sync their watches down to the second – crucial for coordinated operations, especially for commandos, demolition units, and bomb disposal teams.

The Type 1 and Type 2 – Elite timepieces for elite forces

By the 1970s, BENRUS watches were standard issue for America's elite military units. Navy SEALs, Army Rangers, Green Berets, and the Navy's UDT (Underwater Demolition Team) divers all relied on BENRUS Type 1 and Type 2 watches.

The Type 1 broke new ground in 1972 with a commanding presence (due to its distinctive crown guard) and its innovative top-loading "monocoque" design: the movement, dial, and hands were inserted from the top of the case; the crystal and bezel were then secured to seal the watch, contributing to greater water resistance and durability.

Built for specialized underwater combat operations, the Type 1 could withstand 30 ATM of water pressure, featured a bi-directional friction fit bezel for silent operation, and a non-glare micro-blasted "sterile" dial devoid of any branding ensured both maximum legibility and minimum risk of a stray reflection revealing the wearer's presence. Fixed spring bars were also incorporated to reduce potential for loss in action. The case was parkerized – an automotive-grade metal phosphatization process – for ultimate robustness and corrosion resistance.

The Type 2 added to this battle-tested design with a distinctive new dial layout geared towards field, air and government operations. While the Type 1 used varied markers (a triangle at 12 o'clock, rectangles at 3, 6 and 9 o'clock, and points at the other hours), the Type 2 adopted a traditional military 12/24 hour format with small luminous triangles marking each hour.

2025: Bold New Reissues…

The 2025 DTU-2A/P meets the same exacting Mil-Spec standards (MIL-W-3818B) and now introduces the classic 34mm sandblasted stainless steel case known for its proven robustness. The distinctive "sterile" black dial remains untouched, complete with a 12/24-hour display and precise minute track. To suit the compact case, this faithful reissue is now powered by the ETA 2671 movement.

The 2025 Type 1 and Type 2 also make their return with added refinements, capturing the essence of the originals within 39.5 × 14.4mm steel cases. With a water resistance rating increased to 36 ATM (365 meters / 1200 feet) in strict compliance with MIL-W-50717 military specifications and upgraded ETA 2892 movements, these meticulous re-creations truly honor their historic predecessors.

…and Contemporary Interpretations

For a more modern wrist presence, BENRUS introduces the DTU-2A in a 38mm case featuring an ETA 2892 movement – in three striking variants, including a bronze version.

Alongside these heritage pieces, BENRUS also presents contemporary interpretations of the Type 1 and Type 2. Sized at 41.5 × 15mm and water-resistant to 200 meters (~656 feet), these modern renditions feature a sapphire caseback, offering a view of their Swiss automatic movements, based on the ETA 2892 caliber.

There’s more to the legacy: The #3061 Hits the Streets – Again

Lights, camera, action! BENRUS unveils a thrilling reissue of the #3061 – the watch that shared the silver screen with Steve McQueen in the heart-pounding 1968 classic, "Bullitt."

The 2025 series #3061 captures the essence of McQueen's effortless cool, while discreetly upgrading for modern tastes. The dial remains faithful to the original, but the case now commands a more contemporary 39.5mm presence on the wrist. Visible through the exhibition caseback, the robust ETA 2892 movement with a 42-hour power.

Whether you're a die-hard "Bullitt" fan or a connoisseur of vintage-inspired watches, this BENRUS reissue doesn’t just tell time – it tells a story.

2025 – A New Chapter, Written by Passion

Passion is a powerful force. It fuels the energy of the team now leading BENRUS into its next chapter. At the helm are business partners, executives, and watch enthusiasts – all deeply invested in the brand’s heritage.

A Leadership Team Rooted in Expertise

One of the key figures overseeing this revival is Michael Sweeney, who led the purchase of BENRUS by the current US ownership group in 2017, where he serves as a partner and board member. Sweeney’s expertise in financing and mergers and acquisitions has been pivotal in relaunching and expanding BENRUS worldwide.

In addition, Vincent Perriard serves as the board co-chair and partner. BENRUS benefits greatly from the extensive experience Mr. Perriard brings, a long-standing figure within the Swiss watch industry and a specialist in luxury brand strategy. With leadership roles at Audemars Piguet, Hamilton, and several independent watch brands, he brings invaluable strategic insight to BENRUS. He also serves as Chairman of KTS (HYT Watches) and President of the Origyn Foundation, dedicated to combating counterfeiting in luxury and art.

Three additional partners lead business operation in the US and Europe:

• Darius Solomon, runs the North American operations of BENRUS as Senior Vice President Operations. Based in the New York office, Mr. Solomon has extensive experience in marketing luxury brands while also being an avid vintage watch collector and respected part of the global collecting community.

• Ion Schiau, a native of Bucharest, Romania – the ancestral home of the Lazrus family – leads the distribution operations from Switzerland. Ion is the founder of Albini Prassa, one of Romania’s leading luxury watch retailers, and has over 25 years of experience in international watch distribution, including management positions at Swatch Group, Hublot, and HYT.

• Alain Oppliger is the partner responsible for product development including all aspects of sourcing and manufacturing of BENRUS watches. A seasoned Swiss engineer with deep roots in the watch industry, carries this responsibility with authority and expertise. Alain also oversees the newly re-established La Chaux De Fonds facility opening in the spring of 2025.

Innovation in Motion: Project Type 3X

This leadership team has wasted no time making an impact. Among their most ambitious undertakings is an all-new next generation watch – Project Type 3X.

In collaboration with former U.S. Special Forces veterans, including Navy SEALs and members of other military branches, BENRUS has embarked on a bold new project. Dubbed "Type 3X," this special edition watch is set to blend the DNA of the iconic Type 1 and Type 2 models into a modern, highly functional design incorporating high tech materials to meet the needs of a new generation of soldiers and explorers. Developed in collaboration with those who understand the demands of extreme conditions, it will embody the durability, precision, and mission-ready performance that defined its predecessors. Coming in 2025

Celebrating the Past, Shaping the Future

Beyond its leadership team, BENRUS enjoys the unwavering support of dedicated collectors and brand enthusiasts. In 2023, a group of Romanian collectors – honoring the Lazrus family’s origins – uncovered new insights into BENRUS influences throughout the 20th century. Their research laid the foundation for an ambitious project: a definitive book on BENRUS’s history.

Designed to be as comprehensive and meticulously sourced as possible, the book will explore the brand’s golden years through verified archives and references – just as BENRUS embarks on this exciting new era.

The BENRUS Story: Once Upon a Time in America…

The story of BENRUS is, first and foremost, the story of a dream – the American Dream that has captivated the world for nearly three centuries. It's a promise of freedom and courage that has drawn millions to America's shores, a land where determination meets opportunity. Here, anyone can forge their destiny – if they have the audacity, the drive, and the passion. It's a nation where innovation transforms ideas into reality and shapes the future.

This American Dream, which continues to fuel BENRUS's creativity today, began with three brothers from Romania. When Ella Lazrus arrived in New York in September 1890, stepping off the Wieland from Hamburg with her baby Oscar in her arms, she reunited with her husband Israel, who had arrived years earlier as a pioneer. This enterprising father, working as a real estate agent, obtained American citizenship in 1892. The future looked bright, full of promise. Ella Lazrus could not have known that her three sons would go on to achieve extraordinary success by founding one of the largest watch companies in the United States – a brand whose international influence would be built on the energy of the American Dream, strategic vision, and a strong connection to Switzerland.

Oscar, Benjamin, and Ralph Lazrus: The Founding Brothers

What's in a name? BENRUS watches have maintained their strong identity through generations, rooted in the strength of family bonds. At the heart of this entrepreneurial adventure were the Lazrus brothers, whose story began in Romania before taking root in America.

Oscar Lazrus, the eldest, was born in Iași, Romania, on July 12, 1887. An attorney by trade, he would later guide the company's advertising and financial operations. His brother Benjamin, born on April 29, 1894, after the family had settled in New York, began his career in jewelry and watch bracelets. Benjamin's vision drove the family's expansion from importing Swiss watch movements to developing their own manufacturing – his legacy living on in the company's name itself, BENRUS, a contraction of Benjamin Lazrus

The youngest brother, Rudolph Schley Lazrus (known as Raymond or Ralph S.), was born on June 25, 1898, and would eventually lead the company's sales operations. Together, the three inseparable brothers transformed BENRUS from a modest import operation into one of America's largest watch companies, infusing it with their shared energy and innovative spirit.

Manhattan Beginnings

New York has always been the city of endless possibilities. As the gateway to the United States for dreamers and entrepreneurs, this cosmopolitan metropolis radiates an unparalleled energy. It was in New York, where BENRUS was founded in 1921, that the brand continues to draw its dynamism. It is no coincidence that BENRUS has returned to its iconic address at the corner of 44th Street. Historically, this was the company's first headquarters. Located on 6th Avenue (also known as the Avenue of the Americas), between 43rd and 44th Streets, it was one of the most fascinating spots in the city – the New York Hippodrome, Manhattan's largest and most spectacular theater of its time.

When it opened in 1905, the Hippodrome was New York's entertainment crown jewel. Its majestic brick-and-iron structure could seat over 5,600 spectators, with a stage stretching more than 60 meters. In 1918, Houdini made an elephant vanish on that very stage, while a massive 30,000-liter aquarium mounted on hydraulic lifts hosted spectacular water shows. Upstairs, a few innovative companies – long before anyone had heard of ‘start-ups’ – had their offices.

One of these fledgling businesses was the Benrus Watch Co., established in 1921. In 1939, the Hippodrome was torn down in 1939. In 1952, a modern skyscraper designed by architects Kahn & Jacobs, rose in its place. Today, under the leadership of New York businessman and collector Darius Solomon, BENRUS has returned to its historic address. Firmly rooted in the heart of New York, BENRUS stands as the only watch brand born in Manhattan. The brand's new logo pays tribute to this heritage, its design echoing the city's iconic grid and the verdant oasis of Central Park at its center.

A Bridge to Switzerland

It’s the early 1920s, La Chaux-de-Fonds in Switzerland becomes BENRUS's second home. Nestled between the Jura Mountains and Lake Neuchâtel, this city shares a surprising kinship with Manhattan – both built on ambitious grid systems that embodied their innovative spirit. While New York's grid powered commerce and culture, La Chaux-de-Fonds's layout was designed to perfect the art of watchmaking, earning it recognition as the cradle of Swiss precision timepieces. Its workshops and master craftsmen had forged an unrivaled reputation in horological excellence.

This was another brave move in BENRUS’s storied history. The Swiss watch industry was reeling from multiple challenges: the aftershocks of World War I, intensifying international competition, and rising protectionism worldwide. Yet where others saw risk, Lazrus spotted opportunity. His vision? To combine Swiss watchmaking mastery with American entrepreneurial spirit by producing movements in La Chaux-de-Fonds for assembly in New York. The local community welcomed BENRUS WATCH Co., recognizing the Lazrus brothers' commitment to excellence. In establishing this trans-Atlantic partnership, BENRUS created something unique – a true bridge between American innovation and Swiss tradition.

The first woman to head a Swiss watch company

At a time when women rarely held management positions in the watchmaking industry, Alice Christian (1891-1979) made history. The sister of Georges Christian, co-founder of ORIS with Paul Cattin, she became a key figure in Swiss watchmaking. Born into a family of Prussian origin settled in Le Locle, Alice began her career in watchmaking by founding Aerni & Cie, Fabrique Centrale in La Chaux-de-Fonds with Marcel Aerni. The company was officially incorporated on 1 January 1920.

Her rise continued in 1927 when she was recruited by the BENRUS Watch Co. to head its operations in La Chaux-de-Fonds. This appointment made Alice the first woman to head a major Swiss watch company - a groundbreaking achievement at the time. She shaped the future of BENRUS for almost three decades before leaving the company in 1954. However, she remained deeply involved in the business world, playing a key role in the creation and acquisition of several other watch brands during her long career.

A true pioneer and feminist ahead of her time, Alice Christian left an indelible mark on both BENRUS and the history of Swiss watchmaking as a whole. Thanks to research conducted with historian Rossella Baldi, her remarkable journey is now being rediscovered, shedding new light on a unique figure in the watchmaking industry.

Swiss prestige and refinement for everyday watches

Combining Entrepreneurship and Engineering into Unique Proposition

With its unique blend of American enterprise and Swiss expertise, BENRUS quickly rose to prominence in the watchmaking world, particularly in the United States. Its success stemmed from a revolutionary approach: bringing sophisticated watch complications to the general public at accessible prices.

The Lazrus brothers were determined to share Swiss horological innovations with a broader audience. Their creative approach to display design helped them stand out, first in America and then globally. A prime example was the jumping hour mechanism, introduced to BENRUS collections in 1932. These watches displayed time digitally through indicator windows and, with no hands to protect, needed no crystal – making them more durable than conventional timepieces. "No glass to break," proclaimed advertisements for the $15 BENRUS Jump Hour. The company continued this innovative streak, developing practical chronographs, calendar watches, and even car clocks for Chrysler.

This commitment to accessible innovation paid off. By the 1950s, BENRUS was selling nearly one million watches annually in the American market alone, making it one of the largest US watch manufacturers of the time.

Watches with a Pioneering Spirit

BENRUS's military watches weren't alone in pushing boundaries. Throughout the Art Deco era of the 1920s and 30s, BENRUS embraced the period's creative energy with rectangular, square, octagonal, curved, and cushion-shaped cases. These distinctive designs, often featuring intricate engravings, enamelwork, and patterns, reflected the flourishing American decorative arts movement and advances in industrial design.

Developing Design

The 1937 Kurve King exemplified BENRUS's innovative spirit in mainstream watchmaking. As customers grew more design-conscious, its ergonomic fit captured the era's emphasis on form and function. The following year's Signet collection introduced two patented systems allowing owners to attach personalized initials or numbers to the case – a remarkably forward-thinking approach to customization.

Working with Materials

BENRUS's pioneering spirit extended to materials. Beyond traditional stainless steel, aluminum, silver, and gold, the company made history in the 1960s, as the first watchmaker to develop plastic-cased timepieces. This bold move proved particularly valuable for military applications – if the watch malfunctioned, it was simply swapped for a new one.

Many eventually copied BENRUS's modular approach. Pushing boundaries and charting its own course beyond the beaten path – this can-do spirit defines both BENRUS and those who choose to wear a BENRUS watch.

Watches Steeped in History

Robust and reliable, BENRUS watches were for everyone. They also graced the wrists of fascinating personalities.

Babe Ruth and His BENRUS

By the 1930s, BENRUS had built a formidable reputation, particularly in the United States, thanks to its unique dual identity. The reliability of its Swiss-made movements solidified the brand’s technical legitimacy, while its bold stylistic choices – deeply rooted in American modernist aesthetics – enhanced its appeal to a broad range of customers. With carefully controlled pricing, widespread availability, and striking advertising campaigns, BENRUS watches offered unbeatable value.

Understanding the impact of celebrity endorsements, Benjamin Lazrus forged one of the first partnerships in the watch industry with an athlete: the legendary baseball player Babe Ruth.

To the Baltimore registry, he was George Herman Ruth Jr., but to millions of baseball fans, he would forever be known as Babe Ruth – a.k.a. "The Bambino" or "The Sultan of Swat." Even today, he remains one of the greatest players in the history of the sport. His records, larger-than-life personality, and undeniable charisma transformed baseball, elevating it into a cultural phenomenon. The first athlete regarded as a true sports superhero; Babe Ruth left an indelible mark on the game while playing for the Yankees. His aggressive style and powerful hits helped popularize the sport like never before.

In 1923, just as BENRUS was taking off, the Yankees’ brand-new stadium had just been completed. The press dubbed the colossal venue “The House That Babe Built,” referencing a well-known children’s nursery rhyme. At the height of his fame, Ruth presented an unmissable opportunity for BENRUS. The champion became one of the brand’s most prominent ambassadors. While such partnerships are common today, at the time, the idea of aligning a watch brand with a sports superstar was both innovative and unexpected.

Ruth shattered numerous records, including hitting 60 home runs in a single season in 1927 – a record that stood for more than three decades. During his time with the Yankees, he led the team to four World Series titles. His flamboyant personality and commanding presence on the field made him a media and fan favorite. In 1936, he was among the first inductees into the Baseball Hall of Fame.

Charles Lindbergh’s Watch

1927 was another milestone year. On May 21st, 97 years ago, American aviator Charles Lindbergh made history by becoming the first pilot to fly nonstop and solo from New York to Paris in his famous plane, the Spirit of St. Louis. Modern watchmaking played a central role in the success of his aerial feats. At a time when onboard instruments were rudimentary, navigation calculations were performed by the pilot without radio communication, under precarious and spartan conditions. To lighten his plane, Lindbergh removed the fuel gauge, radio, parachute, and luggage. He installed a massive 1,350-liter fuel tank behind the engine, which blocked forward visibility, forcing him to navigate using a rudimentary periscope on the left side of the aircraft. Chronometric precision was one of the few guarantees for his trajectory. Deeply interested in the subject, Lindbergh developed a special relationship with Benrus Watch Co. Upon his triumphant arrival in Paris at Le Bourget airfield, he was gifted a BENRUS watch by Alice Christian, the head of the Benrus Watch Company in Switzerland, who just barely managed to weave through the 50,000-strong crowd celebrating the young hero.

In the city, it was common to see Charles Lindbergh wearing a BENRUS watch. In a remarkably modern approach for the time, the New York-based brand skillfully capitalized on this association in its communications. More importantly, BENRUS offered its customers a watch similar to the one worn by Lucky Lindy, as Lindbergh was called by millions as well as in a hit song that played on all radios – for just $15.

The BENRUS Airman: Art Deco Takes to the Skies

This connection between the aviation hero and the watchmaking house went far beyond mere publicity. BENRUS again broke new ground with the remarkable Airman model and its pronounced Art Deco aesthetic. This distinctive watch featured an original rectangular case measuring 35 mm in length and 28 mm in width, with beveled edges and engravings depicting stylized eagle heads. At its center sat a cobalt blue enamel bezel, inscribed with a 12-hour scale for optimal legibility, surrounding a dial with a finely executed minute track and a small seconds subdial positioned at six o’clock.

Powering it all was a high-quality Swiss movement, equipped with 15 jewels and certified shock-resistant. In 1929, this remarkable and highly functional timepiece, officially adopted by several pioneering airlines – including National Air Transport, the predecessor of United Airlines – was even made available to the public for $37.50.

BENRUS Sky-Chief: The Pilot’s Expert Chronograph

The resounding success of the Airman, which reached a broad audience, paved the way for BENRUS to develop tool watches for pilots. Several models followed in the 1930s, such as the Flyer and Pilot. This expertise led to the introduction of the iconic Sky-Chief in 1940. This chronograph, specially designed for airline pilots, stood out with its highly domed crystal and slim bezel – creating a porthole-like effect that enhanced dial legibility. Multiple versions were offered, including a triple-date chronograph, but it was the tri-compax chronograph that captured aviators’ attention.

Among its unique features was the aeronautical graduation on the chronograph’s minute totalizer sub-dial, tailored for air navigation and cruise calculations. The Sky-Chief was the only chronograph of its era to feature four-minute intervals instead of the standard three-minute intervals – an added safety measure for calculations.

The Sky-Chief was available in steel or gold, with black or white dials. Some versions even included a rotating bezel. Today, these pilot watches are highly sought after by collectors.

Bullitt’s Choice

Fearless, incorruptible, relentless – Lieutenant Frank Bullitt is not a man to be intimidated by the mafia or crooked politicians. So, it’s only fitting that he wears a BENRUS. Bullitt, of course, is the character portrayed by Steve McQueen in one of his most iconic films.

Directed by Peter Yates in 1968 and set to the unmistakable score of Lalo Schifrin, Bullitt is famous for its legendary car chase through the steep streets of San Francisco, featuring the protagonist’s green Ford Mustang locked in a high-stakes pursuit with a menacing Dodge Charger. As both the film’s star and producer, McQueen was meticulous about every detail of his character’s look. He handpicked his accessories with precision – including his watch. The BENRUS #3061, a civilian version of the military-issued DTU-2A/P, was a deliberate choice. And it was a fitting one: at the time, it was not uncommon to see this model on the wrists of Vietnam veterans.

On the Campaign Trail with JFK

John Fitzgerald Kennedy didn’t just make history – he shaped it. A symbol of modern leadership, the 35th President of the United States captivated the world with his dynamic style and effortless charisma. To this day, he embodies a refined yet understated elegance.

JFK’s appreciation for fine watches was no secret. During his run for the White House, which he entered in January 1961 at just 43 years old, the Democratic National Committee presented him with a gold 14K BENRUS watch featuring an automatic movement, central seconds, a date display, and water resistance. Engraved on the caseback was a message of hope and ambition: “To Our President, J.F.K.”

Throughout his campaign, Kennedy wore this watch as a lucky charm. It was said that during the countless handshakes on the campaign trail, the flexible gold bracelet sometimes loosened, and witnesses even reported that he nearly lost it at a rally. According to those close to him, just before taking the oath of office, he gifted the watch to David Powers, one of his most trusted advisors, as a token of gratitude.

The Legacy Continues…

For over a century, BENRUS has been part of history—worn by those who made headlines and those who simply lived their dreams. From the streets of New York to the silver screen, from the skies to the battlefields, its timepieces have been trusted by pioneers, risk-takers, and countless unsung heroes. Rooted in this rich heritage yet relentlessly forward-looking, the brand continues to evolve, blending history with innovation to crar timepieces for the next generaqon of adventurers, visionaries, and trailblazers. As BENRUS enters this new chapter, one thing is clear: the journey is far from over.

Kennedy had a habit of gifting watches to those he valued. Shortly after the election, he presented Francis X. McCabe, a key member of his campaign committee, with a 10K gold cushion-cased BENRUS featuring a sunburst-patterned dial and a distinctive gold expandable bracelet. A deeply personal choice, no doubt.

Technical specifications

Benrus #3061 BU

Reference: 3061-SS-B-039-01

Case

• Material: Stainless steel
• Diameter: 39.5 mm
• Thickness: 9.95 mm
• Screw-down crown
• Double domed sapphire crystal
• Open case back, sapphire crystal
• Water-resistant to 100 meters

Dial and hands

• Black dial
• BW G9 Super-LumiNova on dial markers and hands

Movement

• Calibre ETA 2892
• Powe reserve of 42 hours

Strap and buckle

• Black leather strap with pin buckle
• Lug width: 20 mm

MSRP

• USD 1’700
• CHF 1’700 (incl. taxes)
• EUR 1’900 (incl. taxes)

Technical specifications

Benrus #3061 BOR

Reference: 3061-SS-S-039-03

Case

• Material: Stainless steel
• Diameter: 39.5 mm
• Thickness: 9.95 mm
• Screw-down crown
• Double domed sapphire crystal
• Open case back, sapphire crystal
• Water-resistant to 100 meters

Dial and hands

• Silver dial
• BW G9 Super-LumiNova on dial markers and hands

Movement

• Calibre ETA 2892
• Powe reserve of 42 hours

Strap and buckle

• Beed of rice steel bracelet with folding buckle
• Lug width: 20 mm

MSRP

• USD 1’900
• CHF 1’900 (incl. taxes)
• EUR 2’150 (incl. taxes)

Technical specifications

Benrus DTU Phantom

Reference: DTU-BB-B-038-01

Case

• Material: Stainless steel black PVD
• Diameter: 38 mm
• Thickness: 10.80 mm
• Screw-down crown
• Double domed sapphire crystal
• Open case back, sapphire crystal
• Water-resistant to 100 meters

Dial and hands

• Black dial
• Old Radium Super-LumiNova on dial markers and hands

Movement

• Calibre ETA 2892
• Powe reserve of 42 hours

Strap and buckle

• Fabric strap with pin buckle
• Lug width: 20 mm

MSRP

• USD 1’600
• CHF 1’600 (incl. taxes)
• EUR 1’800 (incl. taxes)

Technical specifications

Benrus DTU UB

Reference: DTU-BR-G-038-03

Case

• Material: Stainless steel bronze PVD
• Diameter: 38 mm
• Thickness: 10.80 mm
• Screw-down crown
• Double domed sapphire crystal
• Open case back, sapphire crystal
• Water-resistant to 100 meters

Dial and hands

• Green dial
• Old Radium Super-LumiNova on dial markers and hands

Movement

• Calibre ETA 2892
• Powe reserve of 42 hours

Strap and buckle

• Leather brown strap with pin buckle
• Lug width: 20 mm

MSRP

• USD 1’600
• CHF 1’600 (incl. taxes)
• EUR 1’800 (incl. taxes)

Technical specifications

Benrus DTU-2A/P

Reference: DTU-SS-B-034-01

Case

• Material: Sand blasted 316L stainless steel
• Diameter: 34 mm
• Thickness: 10.90 mm
• Screw-down crown
• Double domed sapphire crystal
• Open case back, sapphire crystal
• Water-resistant to 100 meters

Dial and hands

• Black dial
• BW G9 Super-LumiNova on dial markers and hands

Movement

• Calibre ETA 2892
• Powe reserve of 42 hours

Strap and buckle

• Brown leather Bund + green NATO strap with pin buckle
• Lug width: 18 mm

MSRP

• USD 964
• CHF 964 (incl. taxes)
• EUR 990 (incl. taxes)

Technical specifications

Benrus Type 1 MIL SPEC

Reference: T1MS-SS-B-395-01

Case

• Material: Sand blasted 316L stainless steel
• Diameter: 39.50 mm
• Thickness: 14.40 mm
• Screw-down crown
• Bi-directional rotating bezel
• Double domed sapphire crystal
• Closed case back, MIL SPEC engraving
• Water-resistant to 365 meters (36.5 ATM)

Dial and hands

• Black dial
• BW G9 Super-LumiNova on dial markers and hands

Movement

• Calibre ETA 2892
• Powe reserve of 42 hours

Strap and buckle

• Black rubber strap with pin buckle
• Lug width: 20 mm

MSRP

• USD 1'720
• CHF 1'720 (incl. taxes)
• EUR 1'950 (incl. taxes)

Technical specifications

Benrus Type 1 UJ

Reference: T2CI-BR-G-415-01

Case

• Material: Stainless steel bronze PVD
• Diameter: 41.50 mm
• Thickness: 13.70 mm
• Screw-down crown
• Bi-directional rotating bezel
• Double domed sapphire crystal
• Closed case back, MIL SPEC engraving
• Water-resistant to 365 meters (36.5 ATM)

Dial and hands

• Green dial
• BW G9 Super-LumiNova on dial markers and hands

Movement

• Calibre ETA 2892
• Powe reserve of 42 hours

Strap and buckle

• Brown leather strap with pin buckle
• Lug width: 20 mm

MSRP

• USD 1'900
• CHF 1'900 (incl. taxes)
• EUR 2'150 (incl. taxes)

For more information, please visit benrus.com