The Return of Benrus Watch Company Kicks off with New Heritage Collection
Earlier this month, the 1921-founded, New York-based watch company Benrus has relaunched its historic brand and introduced the new, vintage-inspired Heritage collection.
Benrus is a historical, fondly remembered American watchmaker, and is likely best known for its designs from the 1960s and ?70s, which notably included a unique super-compressor dive watch, Vietnam-era standard issue field watches, and the Type I and Type II dive watches used by the U.S. military.
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The company fell into serious mismanagement between 2016 and 2018, and has been struggling as a dedicated watch brand for at least the past decade; a few years ago it sold backpacks as part of an effort to boost its struggling sales, with accessories making up a significant part of its business at that time. This latest relaunch seems to be a renewed effort by the company ? now owned by Benrus?s former principal?s lawyer Michael Sweeney (photo above) ? to not only return its focus primarily to watches, but revive some of the designs that helped make it a reputable brand since it was first founded in 1921 in New York City. To support the relaunch, Benrus has brought on former Bulova executive Michael Goeller as COO and has hired a top industry public relations team known for their work in the mid-priced category.
As part of its initial set of watch releases, Benrus will be introducing its Heritage collection, which includes three new vintage-inspired series: the Field Watch, with automatic Miyota movement, avai...
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