A History and Guide to Benrus

Jacob Van Buren

Oct 10, 2025

The Lazarus brothers had a dream. Immigrating to the United States from Romania in the early twentieth century, they founded a watch repair shop in New York City. But they wanted more. Oscar, the oldest, was an attorney who handled the business side of affairs. Benjamin, for whom the company would be named — Benrus is a portmanteau of his first and last name — fought in the Great War and was a graduate of Columbia University. Ralph, the youngest, handled sales. They quickly transitioned to assembling watches in New York using movements from a factory they acquired in La Chaux-de-Fonds, Switzerland. They soon began producing cases domestically in Connecticut, taking over every step of the production process.

Despite the devastating effects of the Great Depression, Benrus held on as the world plunged into another devastating global conflict. Due to their movement manufacturing capabilities being located outside of the United States, Benrus was not required to refit and alter production like many other American watchmakers. This meant that the brothers were able to continue exporting their Swiss movements while manufacturing timing devices from the US plants, allowing Benrus to undergo enormous growth during the war years.

By the 1950s, Benrus had grown into the third-largest American watchmaker behind Bulova and Elgin. Following a proposal in 1952 that would place a tariff on Swiss watch movements, Benrus began eyeing the Hamilton Watch Company as a solution — Hamilton possessed domestic movement manufacturing capabilities that would bypass the tariff problem. Benrus began rapidly buying Hamilton stock, owning nearly a quarter of their competitor by 1953.

Hamilton filed an antitrust suit, and Benrus was summarily served an injunction that same year. The hostile takeover of Hamilton marked a high-water mark for the brand; as the century crossed its halfway point, Benrus’ influence gradually fell as American watchmaking faced a serious reckoning. The sixties marked a pivotal decade for more than just the brand’s future, it marked a turning point for American watchmaking as a whole. The influx of inexpensive wristwatches from Japan began to reduce Benrus’ market share even as they began to obtain lucrative US Government contracts for military watches.

Enter the DTU-2A/P. Introduced in 1964 in response to the MIL-W-3138B specification of 1962, it became one of the primary field watches issued to the American military at a time when it would soon find itself rapidly expanding to meet conflict. A basic 34mm field watch, it would appear on the wrists of thousands of servicemen in Southeast Asia as the war in Vietnam ramped up. The DTU-2A/P is a cornerstone of the brand’s modern collection as well, including a take on the civilian variant worn by Steve McQueen in 1968’s Bullitt.

The war in Vietnam would prove to be Benrus’ lifeline during the 1960s and 1970s, providing lucrative contracts that would help keep the brand in the black. With the exit of its founders in the late 1950s, however, Benrus found itself lacking direction. By 1968, it was sold to businessman Victor Kiam, an entrepreneur best known for his later ventures with Remington Products and as an owner of the New England Patriots.

The Quartz Crisis took a sharp toll on Benrus’ fortunes. As with nearly every other American brand, the 1970s saw a steep decline in American watchmaking, closing a storied chapter in history. Kaim sold his majority stake in 1977. Benrus, having faltered for several years, declared bankruptcy in the early 1980s, and ownership of the name bounced around over the following decades.

FEATURED BENRUS WATCHES

Though it may have appeared to be the end, the Benrus name has fought on. Several groups have attempted to revive it, each highlighting pieces from the brand’s history. In its current form, the brand honors its military heritage through the Type I and Type II — legendary military dive watches produced for special forces in incredibly scarce numbers. The Type I and II feature a unique asymmetric case with a twelve-hour bezel between two dial layouts, the minimal Type I and DTU-esque Type II, and represent one of the most collectible vintage military watches around.

Though for much of its life Benrus produced a wide range of references, the present incarnation of the brand focuses heavily on its military and popular culture iconography. The Type I, II, and DTU-2A/P form the core of the modern collection, blending heritage and style in appealing packages. Benrus has taken stylistic liberties, offering a contemporary touch to their classic designs, while still offering the traditional options for enthusiasts.

Modern Resurgence

Over a century on, with many a curve and bend in its path, Benrus has found a firm footing within the enthusiast community for its unique history and strong styling. They aim to be driven by its storied past though focused on making modern reliable watches for the 'everdya hero'. Leaning on special edition reissues and innovative designs, Benrus looks to once again craft essential staple pieces for future generations. To see more of our favorite Benrus watches, check out the brand page on the Windup Watch Shop. As always, the Windup Watch Team is available via consultation to answer any questions you have. In addition, many of the products shown are eligible for free domestic shipping across the US.

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