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The Benrus Watch Company Inc., was founded in New York City in 1921 by three Romanian emigres- brothers Benjamin, Ralph, and Oscar "OML" Lazrus. The name "BENRUS" originates from the combination of Benjamin Lazrus' forename and surname.

The unexpected trend for wrist watches and the sagging of the demand of pocket watches in the early 1920s had put the American watch industry in a turmoil. The young brothers had foreseen the opportunity to start a wristwatch company for moderately priced watches. On 14 May 1923, the company registered the TM Benrus in Switzerland.

Contents 1 Swiss Made 2 WWII bonanza 3 Third Largest U.S. Watch Company 4 Fanciful designs 5 The start of the end and bankruptcy

[edit] Swiss Made

Although some watch assembly took place in the headquarter building, the bulk took place in La Chaux-de-Fonds, Switzerland, where Benrus had acquired a factory. Benrus also owned a factory in Waterbury CT, manufacturing the watch cases. All movements and movement parts were purchased within the ASUAG controlled manufacturing companies.

[edit] WWII bonanza

The WWII years meant a sizeable growth for Benrus in manufacturing timing devices for bombs and other weapons for the US Government.

Also, as Benrus’s chain of supply with neutral Switzerland, they were still able to import their Swiss movements, by sea via Lisbon, thus enabled to continue their business of selling watches to civilians and reaping extraordinary profits due to the scarcity of the offer.

[edit] Third Largest U.S. Watch Company

After the war, Oscar Lazrus' sons Jay Kay and Julian joined the company. Jay Kay would eventually become Executive Vice President.

Production steadily expanded throughout the 1940s and 1950s. In the late 1950s and 1960s, Benrus also owned factories in France, on St. Thomas and on the Virgin Islands. It was a perfect timing for Benrus: all Americans wanted to buy a new watch. Early 1950s, the company had become the 3rd largest watch producer in the United States, second to Hamilton Watch Co and Bulova. They enjoyed a strong reputation for making quality timepieces.

[edit] Fanciful designs

Benrus designers started then to adapt the styling to the Post War fancy civilian taste: dazzling watches with fancy bezels and lugs, e.g. the "Embraceable" (a one-piece watch to wear like a bracelet, the "Citation" bearing a then well known racehorse's name.

[edit] The start of the end and bankruptcy

Early in the 1960s Ben and Ralph Lazrus were in their seventies and ready for retirement. Younger brother Oscar Lazrus bought out his brothers. In those days, the company had opened a brand new factory in Ridgefield, CT., also the new location of their headquarters.

The company was sold in 1967 to Victor Kiam, of Remington Razors. The onslaught of cheap Japanese quartz movement and inexpensive Timex watches hurt all traditional producers of mechanical watches. Under the new ownership, the company was stripped of its most valuable assets; these were sold off, and used primarily for its strong brand name recognition.

By the mid to late 1970s Benrus Incorporated became a diversified manufacturer of a number of consumer products. An attempt to consolidate all the various manufacturing enterprises under one roof was the final blow: the company had to file for bankruptcy in 1977.

Further efforts to bank on the glorious past of the brand were unsuccessful and just ruined Benrus's reputation.