A Collection of Highly Coveted Vintage Benrus Watch Designs

Benjamin, Oscar, and Ralph Lazrus; the brothers who led the Benrus Watch Company, circa 1955.

Vintage Benrus Art Deco Mechanical Wristwatches

The name ‘Art Deco’ goes back to the 1925 Exposition Internationale des Arts Décoratifs et Industriels Modernes held in Paris, and is also known as ‘style moderne’. Art Deco uses a host of decorative techniques to accentuate a variety of objects, widely popularized in wristwatches in the 1920s and 1930s. It is in this environment that Benrus released their wildly successful collection of Art Deco inspired timepieces. This Benrus Art Deco collection was highly reminiscent of the automobiles and architecture of the time.

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Vintage Benrus Sky Chief

Following the 1920s and ‘30s, pilots in the airline industry started demanding timepieces that kept up with their busy schedule. They looked to Benrus for well-thought-out and designed timepieces for their professional use.

Despite some claims stating the company stopped manufacturing watches during WWII, Benrus was able to launch one of their most popular models to date: the Benrus Sky Chief. Benrus’ first chronograph, the Sky Chief, ended up being so popular that it was given the slogan “Official Watch of the Famous Airlines.”

Vintage Benrus Dial-O-Rama Jump Hour Watch

Heading into the 1950s, Benrus coined and trademarked the name ‘Dial-O-Rama’. They then proceeded to manufacture this fun, quirky ‘jump hour’ timepiece. Although the movement was not made directly by Benrus, everything else about the watch exemplified Benrus’ values of the time.

Extremely popular, there were at least 6 dial designs, the most popular being the Chevron. The movement was based on a design from the 1930s, which Benrus revived and altered to a digital ‘actual number readout’, which was innovative for the time. Unlike competitors, Benrus had its movement in dust and waterproof housing, making it not only fashionable but also durable. A fun watch from the 1950s.

“Benrus Dial-O-Rama. The face of time…in the future! Beautiful Benrus Dial-O-Rama is daringly new in design and engineering. Its revolutionary dial needs no hands – always flashes the exact time on the easy-to-read dial. Hours appear on top; minutes immediately below. Incredibly accurate…guaranteed waterproof!”

Vintage Benrus Wrist Alarm.

Vulcain released the Cricket in 1947, and three years later Jaeger-LeCoultre shot back with the Memovox. While not the originator of the wrist alarm, Benrus joined the party in the 1950s. Due to the ruggedness and affordability of Benrus timepieces at the time, they were able to introduce this technology to a wide variety of consumers in a time before cell phones.

“Once you’ve had all the advantages of a BENRUS Wrist Alarm, you’ll wonder how you ever got along without it. When you forget…it rings to remind you – all the time…everywhere… that it’s time to wake up in the morning, keep an appointment, catch a plane or train, or make an important call.”

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Vintage Benrus DTU-2A Vietnam Field Watch

South Vietnamese troops, joined by U.S. advisors, rest after a cold, damp, and tense night of waiting in an ambush position for a Viet Cong attack that didn't come. And the Benrus DTU-2A/P* or MIL-W-3818B.

Benrus was the first military supplier to win the commission of the MIL-W-3818B contract to produce a field watch for American soldiers in Vietnam. The ‘DTU’ is an iconic model for Benrus since they were the only company to secure the MIL-W-3818B contract.

It is one of the most iconic military watch designs ever produced, with modern Hamiltons, Marathons, and Timexes taking inspiration. It came equipped with clean white hands and hour markers to match, 12- and 24-hour markers, Arabic numerals, and triangular lume dots on the dial. It was made between 1964 and 1969. The Benrus ‘DTU’ was the result of modifications requested by the U.S. military for combat watch specifications, primarily meant to simplify the requirements for a 17-jewel hacking wristwatch with an extended service life.

By: Eric Mulder