Benrus, once a prominent name in the American watchmaking industry in the 1960s, is making a comeback after a multimillion-dollar investment. Known for iconic timepieces and serving notable figures, including President JFK and Steve McQueen, Benrus is now focusing on revitalizing its brand. The brand reintroduced its new collection at the Time to Watch exhibition in Geneva, showcasing models inspired by its military roots and cinematic history. With plans to establish Swiss facilities while keeping its headquarters in Manhattan, Benrus aims to blend its rich history with modern craftsmanship.
Benrus was one of America’s largest watchmakers in the 1960s, famed for supplying the U.S. military and its timepieces worn by notable figures like JFK and Steve McQueen.
With a multimillion dollar investment, Benrus is making a comeback, now the only top American watchmaker still U.S.-owned, reintroducing iconic timepieces with historical significance.
Michael Sweeney highlights the pride of reviving Benrus, which plans to open new Swiss facilities and rely on Swiss movements while maintaining its Manhattan headquarters.
The reintroduction of the Benrus brand at the Time to Watch exhibition features models like the DTU-2A/P military-inspired watch representing a blend of tradition and modern needs.
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