Benrus Watch Company, founded in 1921 by three Romanian immigrant brothers—Benjamin, Oscar, and Ralph Lazrus—in New York City, quickly became an iconic American watch brand. Named after Benjamin Lazrus, Benrus initially imported Swiss movements and assembled them into stylish yet affordable timepieces, gaining widespread popularity during the mid-20th century. The brand became synonymous with quality and innovation, particularly for its military watches issued to U.S. forces during World War II and the Vietnam War. Benrus also introduced iconic designs like the Sky Chief, favored by pilots, and the Type I and Type II dive watches, prized for their durability. Despite its success, the company faced challenges during the quartz crisis of the 1970s and underwent various ownership changes.
Today, Benrus is celebrated for its vintage designs and enduring legacy in American watchmaking.