Up for sale is Vintage Beautiful Rare Gents Benrus Pointer Day Date Calendar Caliber / Movement CE 4 Sub Second Swiss Made Watch with rare Imported Strap in Great Working Condition. Caseback is engraved. Watch case measures 31.6mm. Case and strap measure 8". Numerous pics can be zoomed if you click on pic. I am not responsible for any customs delays or charges with International sale.
Founded in 1921 in New York City by the Lazarus brothers, Benrus became a major American watchmaker by importing Swiss movements and casing them domestically. Known for "officially" durable watches, it grew to be the third-largest U.S. watchmaker in the 1950s, famous for the Sky Chief chronograph, military-issued Type I/II watches, and high-quality commercial timepieces before declining in the 1970s.
Key Historical Highlights
Founding & Growth: Benjamin, Oscar, and Ralph Lazrus named the company "Benrus" by combining parts of their names. They began in 1921, capitalizing on the rising popularity of wristwatches.
Marketing Strategy: To compete with established brands like Bulova and Hamilton, Benrus used aggressive marketing, securing endorsements from celebrities, including Charles Lindbergh and Babe Ruth in the 1920s.
Military Impact: During World War II, Benrus transitioned to producing timing devices for munitions. Later, they became a primary manufacturer of military-grade wristwatches, including the rugged MIL-W-3818B, DTU-2A/P, and Type I/II watches used in the Vietnam War.
Iconic Models:
Sky Chief (1940s-50s): A renowned chronograph popular with aviators.
Sea Lord (1950s-60s): A durable, often water-resistant, self-winding model.
Dial-O-Rama (1950s): A popular jump-hour "fancy" model.
Type I/II Class A (1970s): Sterile-dialed watches issued to Special Forces.
The End of the Vintage Era: Despite success in the 1950s, the company struggled with the rise of affordable quartz watches and filed for bankruptcy in 1977.
Collectibility Vintage Benrus watches are highly regarded today, particularly the military-issued field and dive watches, the Sky Chief, and the "Embraceable" bracelet watches for women. The brand was known for its "Reliable" tagline and strong, reliable movements, making them a staple of mid-century American horology.
Payment is due within 2 days of purchase....if you cannot make payment within allotted time do not purchase. If payment is not made unpaid item case will be open no exceptions.
Return Policy:
I do not accept returns for buyer's remorse. My descriptions and numerous clear pictures are absolutely accurate and I do my best to be perfectly clear and concise. All items are identified fully, so those bad apples wanting to switch and try to return different item should think twice, and to buyers wanting items for free or discounted please do not purchase, you will only get full refund on return of item in same condition as when sent out with valid cause for return. If you have any reservations about purchasing please email before purchase.