Benjamin Lazrus and his two brothers formed Benrus Watch Company in New York City. The bothers formed the company in 1921 after a history of years in the watch repair business. Benrus watches strove to be a mid-priced timepiece – even sold at the corner drugstore. Nevertheless, Benrus also appeared on the wrists of such celebrities as Babe Ruth, Charles Lindbergh, and later Steve McQueen. Benrus watches achieved notable accuracy. You may shop and compare prices on watches for men. The military and the travel industry favored Benrus timepieces up to and including World War II.
Benrus at War
Benrus watches were popular with the military for several reasons:
Durability: Benrus watches were rugged and durable. This was especially important for military personnel, who needed a watch that could withstand the rigors of combat and outdoor activities.
Accuracy: Benrus watches were highly accurate and reliable. This was essential for military operations where timing was critical.
Features: Many Benrus watches were equipped with features that were useful for military personnel, Many had luminous dials for night-time use, and a waterproof case that protected the watch from moisture and dust.
Affordability: Benrus watches were relatively affordable compared to other high-end watches on the market. This made them accessible to a wider range of military personnel.
The Second Word War curtailed watchmakers in the United States in favor of using its workers and factories for the war effort. As Benrus emerged from the war in the late 1940s, the company resumed commercial watchmaking. After a brush with the Federal Trade Commission concerning pricing practices, Victor Kiam, who later also made Remington Razors, bought Benrus in 1967 to . While not specifically related, Kiam operated in New England during the same period as An Wang and Wang Laboratories.
The Benrus Timeline
The ownership of the Benrus brand has changed hands several times over the years. Here’s a brief timeline:
Benjamin Lazrus and his brothers founded The Benrus Watch Company in 1921 in New York City. The company quickly gained a reputation for producing high-quality and affordable watches.
Victor Kiam: In 1980, Victor Kiam, the CEO of Remington Products acquired the Benrus Watch Company. Kiam expanded the Benrus brand into new markets, including Japan and Europe.
M.Z. Berger & Company: In 1995, M.Z. Berger & Company, a watch manufacturer based in New York, bought the Benrus Watch Company . M.Z. Berger continued to produce Benrus watches until the early 2000s.
CC Watch Company: In 2008, CC Watch Company, which is based in Hong Kong, purchased the Benrus brand. They began producing new Benrus watches, including some with designs inspired by vintage Benrus models.
Giovanni Feroce: In 2015, Giovanni Feroce, a former CEO of watch company Girard-Perregaux, acquired the Benrus brand. Feroce plans to relaunch the brand and expand its offerings beyond watches.
Today, Benrus Holdings, LLC, which is headed by Giovanni Feroce, still owns the Benrus brand. The company continues to produce watches and other products under the Benrus brand.
- Year Started: 1921
- Year Ended: 2099
- Origin Of Name: Combines the first syllable of the founder’s first name with the last syllable of his last name
- Location Sales: Worldwide
- Brand Name Predecessor: N/A
- Brand Name Successor: N/A
- Owner Original: Benjamin Lazrus and his two brothers
- Owner While In Use: Many
- Owner Successor: N/A
- Year Resurrected: N/A
- What’s Popular Today: Benrus Watches
- Naics Code: 423940
- Location Headquarters: New York, New York, USA