The once popular watch brand Benrus used to be the third largest brand in the US and was worn by soldiers in WWII, the Korean War, and the Vietnam War. Benrus enjoyed many years of well being, sponsored by the likes of Babe Ruth, Charles Lindbergh, and even Steve McQueen in the movie Bullitt. After the quartz crisis of the 70s, however, things took a turn for the worse for the company when they filed for Chapter 11 until the brand was sold to Gruen and then acquired by another company.
While younger watch collectors and customers might not be familiar with the brand, plenty of people are snatching them up in the second hand market. It seems the perfect time for a revival. Recently, a private investment group purchased the rights to brand and plan to relaunch in department stores as well as an e-commerce site in the over $1,000 price point. The investment group brought in former VP for Bulova’s worldwide operations to bring things around for the brand. “I feel the time is right for it…The values it stands for are, it’s a family brand, it’s an American brand, it has a military background. People have connected with what this brand has done to support the United States in all those conflicts.”