Kennedy in 1963 and another worn by Steve McQueen in “Bullitt” in 1968.Īfter decades as a successful family-owned business, Benrus was sold to Victor Kiam. Some of the most famous Benrus watches were those gifted to President John F. Dive watches and special timepieces made for military use, such as the Vietnam field watch, were among those made. Some ads during the period touted a 3-year guarantee as "the most daring guarantee ever made."īenrus continued to innovate and introduce new models through the 60s and 70s. The Benrus “Sky Chief” model was developed in the 1940s as the “Official Watch of Famous Airlines.” By the 1950s, Benrus was advertising in a wide range of publications, including "Life" and "Ebony" magazine. The company introduced the concept of affordable luxury watches as the business grew in the 1930s. They imported Swiss movements to use in their watches made in New York.Įarly Benrus advertising in the 1920s garnered attention by featuring notables such as aviator Charles Lindbergh and the legendary Babe Ruth. They combined their savings to start the company, which was named using the first three letters of Benjamin's name and the last three letters of their surname. Benrus was started by Russian immigrant Benjamin Lazarus and his two brothers.
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