Benrus - History, Models and Owners' Reviews

Benrus is an American watch brand founded in 1921 in New York City by brothers Benjamin, Ralph, and Oscar Lazrus, who initially assembled watches with Swiss movements before becoming a major supplier to civilian aviation and the U.S. military.

From NYC to the war effort: Lazrus brothers and military programs

The story of Benrus begins with three Romanian-American brothers who evolved a repair shop into a significant American manufacturer between the wars, then a wartime supplier of timing mechanisms for munitions during World War II — this path forged the brand’s hybrid DNA, blending imported Swiss know-how with American utilitarian engineering.

After 1945, the company delivered both civilian and military watches while pursuing bold industrial moves (including an early-1950s attempt to take over Hamilton, a maneuver that became a textbook antitrust case) — that competitive stance complemented a product culture focused on real-world function.

Through the 1960s and 1970s, the brand produced pieces meeting strict U.S. Army and Navy specifications (field use, diving, shock and readability tolerances), cementing its reputation as a serious supplier of purpose-built tools — hence why Benrus remains closely associated with MIL-SPEC references now prized by collectors.

“Sky Chief” and the civilian heyday: aviation chronographs and trust

As early as 1940, Benrus introduced the Benrus Sky Chief chronograph, quickly adopted by commercial pilots and admired for its legible dial, useful scales, and perceived robustness — this aviation footing helped make the brand a byword for serious, professional-grade watches.

The success of the Benrus Sky Chief established a clear visual signature: restrained typography, strong contrasts, efficient hands, and sensible case sizes, eschewing ornament — that functional aesthetic would naturally flow into the military specifications that followed in the next decades.

Beyond aviation, the maison served the civilian market with dressy lines and character pieces (we discuss Sea Lord and jump-hour designs below), yet the guiding principle remained use-driven design with a clear hierarchy of information — form was consistently subordinated to function, which defined the brand’s ethos.

MIL-SPEC backbone: DTU-2A/P, Type I and Type II as wrist-borne tools

At the core of Benrus lore sit three “technical” families: the field watch Benrus DTU-2A/P (MIL-W-3818B) of the 1960s, and the dive watches Benrus Type I and Benrus Type II (MIL-W-50717) of the 1970s — each combines graphic austerity, stress-proof legibility, and cases built for unforgiving environments.

The Benrus DTU-2A/P embodies the rational field-watch language: compact size, 12/24-hour dial, shock protection, serviceability; conceived for infantry use, it exemplifies an “all-terrain” approach that persists in today’s reissues — the measured footprint remains a favorite among wearers who value discretion.

The Benrus Type I and Benrus Type II realized the brand’s relationship with elite units (Navy, Rangers): reinforced water resistance, purposeful bezel, sometimes sterile no-logo dials on originals, and architecture designed for the mission — these military divers are widely viewed as the quintessence of reliable, ego-free tools.

• Benrus DTU-2A/P — MIL-W-3818B field watch (1960s), ~34 mm, 12/24 dial, serviceable; faithful modern reissues exist.
• Benrus Type I — MIL-W-50717 military diver (1970s), pared-back dial, strong WR, readability first; modern automatic reissue.
• Benrus Type II — minimalist/sterile variant for the same operational brief as Type I.

Within collecting circles these references are coveted for provenance, no-nonsense design, and the tight bond between form and mission — they capture a moment when watches first served duty, and only secondarily served as signals.

Sea Lord, Ultra-Deep, and 3061: civilian lines, re-reads, and pop culture

Alongside issued pieces, Benrus developed notable civilian ranges: the Benrus Sea Lord (a 1960s public-market diver), the Benrus Ultra-Deep (a 666-ft skin diver), and the civilian field Benrus 3061, each a benchmark of the maison’s history in its own way — they show how a military vocabulary can be translated for civilian buyers.

The Benrus Sea Lord offered the look and part of the capability of issued divers to everyday customers; the Benrus Ultra-Deep stands out for its very wearable format and, in recent reissues, for measured fidelity to vintage proportions — compact sizing is central to the contemporary appeal of these watches.

The Benrus 3061 — a civilian field watch inspired by MIL-W-3818B — became a pop-culture icon thanks to its association with “Bullitt”; recently reissued at intentionally approachable pricing, it bridges cinema and field utility — that dialogue between story and usefulness has broadened the brand’s modern audience.

• Benrus Sea Lord — civilian diver born in the 1960s; modern reinterpretations keep robustness and clarity center stage.
• Benrus Ultra-Deep — “666 ft” skin diver; contemporary reissue around ~36.5 mm, 20 ATM, tailored for daily wear.
• Benrus 3061 — civilian field derived from military specs, reintroduced to evoke “Bullitt” aesthetics at compact size and friendly price.

Other names such as the Benrus Citation and the jump-hour Benrus Dial-O-Rama (direct-read hours) showcase the post-war breadth from urban elegance to playful dial concepts — that range underlines a maison able to be both rational and light-hearted.

Renaissance 2015–2025: reissues, pricing, and channel strategy

Over the last decade Benrus has mined its heritage through tuned reissues: modern Benrus Type I with unabashed military DNA, a refreshed Benrus DTU-2A/P for daily use, and revived Benrus Ultra-Deep and Benrus 3061 lines aimed at “liveable vintage” — the playbook preserves proportions and legibility while updating water resistance, materials, and calibers.

Price tiers vary by reference and series: the modern Benrus Type I sits near a USD 1,900 list, while the recent Benrus 3061 launched around USD 600; for other lines or limited runs, exact ranges are “not disclosed” and may evolve — overall positioning reads as “accessible premium” anchored in genuine military heritage.

Distribution leans on direct-to-consumer plus select partners, with active editorial presence across enthusiast media; volumes and key regions remain “not disclosed,” as marketing stays measured and community-driven — the approach aligns to a pragmatic brand that centers the object and its use.

Conclusion

Founded in New York in 1921, Benrus built its identity on reliability and legibility, from civil aviation to exacting military briefs. Its visual language — sober type, strong contrast, sensible sizing — enables daily wear without sacrificing toughness or clarity. Today’s reissues extend that spirit with portable proportions and modern specs. To choose wisely, define your use case (daily wear, travel, light diving, field) and your relationship to heritage (military-inspired or civilian vintage line). The decisive step is to consult Dialicious customer reviews to match intent with lived wrist experience.

(Updated August 2025)