What do Steve McQueen, John F. Kennedy, Charles Lindbergh, and Babe Ruth have in common? Each of them embodied the American dream in their own way – and they all wore a BENRUS watch.
Since its founding in New York in 1921, BENRUS has combined American design DNA with Swiss precision. By the 1950s, the brand was among the most recognized in the U.S., producing over a million watches per year. Known particularly for its robust military timepieces, BENRUS became an integral part of horological history.
100 Years of History, a New Chapter in 2025
With iconic reissues and modern reinterpretations, BENRUS makes an impressive comeback in 2025. Staying true to its heritage, the brand blends time-tested designs with contemporary technology. In addition to relaunching its legendary tool watches, BENRUS is developing a groundbreaking new model: Project Type 3X, designed in collaboration with former U.S. Special Forces.
Icons Return: The Renaissance of BENRUS Tool Watches
Among the highlights of the new collection are the legendary DTU-2A/P, Type 1, and Type 2 models. The DTU-2A/P, an icon of the Vietnam War, returns in its authentic form, maintaining the original MIL-W-3818B specifications. The Type 1 and Type 2, once standard equipment for Navy SEALs and Special Forces, receive a modern update with enhanced water resistance up to 36 ATM and Swiss ETA 2892 movements.
A Touch of Hollywood: The Return of the BENRUS #3061
With the reissue of the #3061 watch, a true film legend is back on collectors’ wrists. Featured in the cult classic Bullitt starring Steve McQueen, this model stays true to the original design but has been resized to a contemporary 39.5mm. The exhibition case back reveals the automatic ETA 2892 movement with a 42-hour power reserve.
An Innovative Future: Project Type 3X
Project Type 3X marks BENRUS’ step into the future. Developed in close collaboration with former Navy SEALs, Army Rangers, and Marines, this modern tool watch carries the DNA of the Type 1 and Type 2 into a cutting-edge design. Advanced materials and uncompromising functionality make this watch the ultimate companion for adventurers and professionals alike.
BENRUS: Tradition Meets Innovation
Under the leadership of industry veterans like Michael Sweeney, Vincent Perriard, and Ion Schiau, BENRUS is confidently moving into the future. The revival of classic models, combined with bold new developments, secures the brand a firm place in the modern watch industry.
With an eye on its remarkable history and a clear vision for tomorrow, BENRUS proves that the true timelessness of a watch is not just measured in minutes, but in the stories it tells – and the future it continues to shape.
In less than three weeks America’s iconic watch brand BENRUS will unveil the next chapter of its history
at the upcoming Geneva TimeToWatches show.
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