BENRUS WATCHES
BENRUS is an iconic watch brand founded by the Lazrus brothers in New York City in 1921.
Rooted in its rich heritage and driven by a spirit of innovation, the brand reinterprets its most iconic and beloved designs of yesterday, while unveiling bold new collections that pulse with the energy of today.
By the early 50s, BENRUS was one of the best-known brands in the US, producing over a million pieces annually. Revived in 2025, the independent New York watch brand has launched new reissues of its iconic tool watches and modern re-imaginations of its legendary pieces.
History of BENRUS Watches
The story of BENRUS began with three brothers from Romania: Oscar, Benjamin, and Ralph Lazrus.
BENRUS watches have maintained their strong identity through generations, rooted in the strength of family bonds. At the heart of this entrepreneurial adventure were the Lazrus brothers, whose story began in Romania before taking root in America.
Oscar Lazrus, the eldest, was born in Iași, Romania, on July 12, 1887. An attorney by trade, he would later guide the company’s advertising and financial operations. His brother Benjamin, born on April 29, 1894, after the family had settled in New York, began his career in jewelry and watch bracelets. Benjamin’s vision drove the family’s expansion from importing Swiss watch movements to developing their own manufacturing – his legacy living on in the company’s name itself, BENRUS, a contraction of Benjamin Lazrus.
The youngest brother, Rudolph Schley Lazrus (known as Raymond or Ralph S.), was born on June 25, 1898, and would eventually lead the company’s sales operations.
Together, the three inseparable brothers transformed BENRUS from a modest import operation into one of America’s largest watch companies, infusing it with their shared energy and innovative spirit.
It was in New York, where BENRUS was founded in 1921. It is no coincidence that BENRUS has returned to its iconic address at the corner of 44th Street. Historically, this was the company’s first headquarters. Located on 6th Avenue (also known as the Avenue of the Americas), between 43rd and 44th Streets, it was one of the most fascinating spots in the city – the New York Hippodrome, Manhattan’s largest and most spectacular theater of its time.
When it opened in 1905, the Hippodrome was New York’s entertainment crown jewel. Its majestic brick-and-iron structure could seat over 5,600 spectators, with a stage stretching more than 60 meters. Upstairs, a few innovative companies had their offices.
One of the fledgling businesses in the area was the Benrus Watch Co., established in 1921. The Hippodrome was torn down in 1939. In 1952, a modern skyscraper designed by architects Kahn & Jacobs, rose in its place. Today, under the leadership of New York businessman and collector Darius Solomon, BENRUS has returned to its historic address. Firmly rooted in the heart of New York, BENRUS stands as the only watch brand born in Manhattan. The brand’s new logo pays tribute to this heritage, its design echoing the city’s iconic grid and the verdant oasis of Central Park at its center.
It’s the early 1920s, La Chaux-de-Fonds in Switzerland becomes BENRUS’s second home. While New York’s grid powered commerce and culture, La Chaux-de-Fonds’s layout was designed to perfect the art of watchmaking, earning it recognition as the cradle of Swiss precision timepieces. Its workshops and master craftsmen had forged an unrivaled reputation in horological excellence.
This was another brave move in BENRUS’s storied history. The Swiss watch industry was reeling from multiple challenges: the aftershocks of World War I, intensifying international competition, and rising protectionism worldwide. Yet where others saw risk, Lazrus spotted opportunity.
His vision was to combine Swiss watchmaking mastery with American entrepreneurial spirit by producing movements in La Chaux-de-Fonds for assembly in New York. The local community welcomed BENRUS WATCH Co., recognizing the Lazrus brothers’ commitment to excellence. In establishing this trans-Atlantic partnership, BENRUS created something unique – a true bridge between American innovation and Swiss tradition.
At a time when women rarely held management positions in the watchmaking industry, Alice Christian (1891-1979) made history. The sister of Georges Christian, co-founder of ORIS with Paul Cattin, she became a key figure in Swiss watchmaking. Born into a family of Prussian origin settled in Le Locle, Alice began her career in watchmaking by founding Aerni& Cie, Fabrique Centrale in La Chaux-de-Fonds with Marcel Aerni. The company was officially incorporated on 1 January 1920.
Her rise continued in 1927 when she was recruited by the BENRUS Watch Co. to head its operations in La Chaux-de-Fonds. This appointment made Alice the first woman to head a major Swiss watch company – a groundbreaking achievement at the time. She shaped the future of BENRUS for almost three decades before leaving the company in 1954. However, she remained deeply involved in the business world, playing a key role in the creation and acquisition of several other watch brands during her long career.
A true pioneer and feminist ahead of her time, Alice Christian left an indelible mark on both BENRUS and the history of Swiss watchmaking as a whole.
With its unique blend of American enterprise and Swiss expertise, BENRUS quickly rose to prominence in the watchmaking world, particularly in the United States. Its success stemmed from a revolutionary approach: bringing sophisticated watch complications to the general public at accessible prices.
The Lazrus brothers were determined to share Swiss horological innovations with a broader audience. Their creative approach to display design helped them stand out, first in America and then globally.
A prime example was the jumping hour mechanism, introduced to BENRUS collections in 1932. These watches displayed time digitally through indicator windows and, with no hands to protect, needed no crystal – making them more durable than conventional timepieces. The company continued this innovative streak, developing practical chronographs, calendar watches, and even car clocks for Chrysler.
This commitment to accessible innovation paid off. By the 1950s, BENRUS was selling nearly one million watches annually in the American market alone, making it one of the largest US watch manufacturers of the time.
Revival of BENRUS Watches
Business leaders and watch industry veterans – including Michael Sweeney, Vincent Perriard, Darius Solomon, Ion Schiau, and Alain Oppliger – are spearheading the brand’s next chapter with deep expertise and passion.
Michael Sweeney
One of the key figures overseeing this revival is Michael Sweeney, who led the purchase of BENRUS by the current US ownership group in 2017, where he serves as a partner and board member. Sweeney’s expertise in financing and mergers and acquisitions has been pivotal in relaunching and expanding BENRUS worldwide.
Vincent Perriard
In addition, Vincent Perriard serves as the board co-chair and partner. BENRUS benefits greatly from the extensive experience Mr. Perriard brings, a long-standing figure within the Swiss watch industry and a specialist in luxury brand strategy. With leadership roles at Audemars Piguet, Hamilton, and several independent watch brands, he brings invaluable strategic insight to BENRUS. He also serves as Chairman of KTS (HYT Watches) and President of the Origyn Foundation, dedicated to combating counterfeiting in luxury and art.
Darius Solomon
Darius Solomon runs the North American operations of BENRUS as Senior Vice President Operations. Based in the New York office, Mr. Solomon has extensive experience in marketing luxury brands while also being an avid vintage watch collector and respected part of the global collecting community.
Ion Schiau
A native of Bucharest, Romania – the ancestral home of the Lazrus family –, Ion Schiau leads the distribution operations from Switzerland. Ion is the founder of Albini Prassa, one of Romania’s leading luxury watch retailers, and has over 25 years of experience in international watch distribution, including management positions at Swatch Group, Hublot, and HYT.
Alain Oppliger
Alain Oppliger is responsible for product development including all aspects of sourcing and manufacturing of BENRUS watches. A seasoned Swiss engineer with deep roots in the watch industry, carries this responsibility with authority and expertise. Alain also oversees the newly re-established La Chaux De Fonds facility opening in the spring of 2025.
In 2025, the brand announced a comprehensive line-up: BENRUS Mil-Spec Icons, along with exciting new modern reinterpretations of classic BENRUS watches such as the Type 1 and Type 2, including the iconic BENRUS Series #3061, the watch famously owned and worn by Steve McQueen in the movie Bullitt.
