Semantic Coherence: BENRUS – Signal Evidence & AI Readability

[H1] FOR THE BRAVE, BY THE BRAVE.
BENRUS watches are made for the bold, for the ones who take risks, break boundaries and redefine what’s possible. We are here for the dreamers, the doers, the brave since 1921.SHOPYour browser does not support the video tag.
[H2] BORN IN MANHATTAN IN 1921, MADE OF GRIT.
Founded in New York City by three visionary brothers - Benjamin, Oscar, and Ralph Lazrus, originally from Romania - BENRUS was born from their pursuit of the American dream, combining Benjamin’s first name with their family surname.DISCOVER
[H2] OUR COLLECTIONS
SHOP ALL
[IMG: Photo of a front view of the DTU-2A/P BENRUS watch]
[H3] DTU
Originally issued in 1964, the BENRUS DTU-2A/P was built to meet updated U.S. military specs for a r...
[IMG: Photo of a front view of the 3061 BOR BENRUS watch]
[H3] #3061
In the 1960s, BENRUS released the original #3061 watch — a civilian version of its military-issued D...
[IMG: Photo of a front view of the TYPE1 MILSPEC BENRUS watch]
[H3] TYPE 1
Built on the success and credibility earned in the field, the BENRUS Type I was born in 1972 to meet...
[IMG: Photo of a front view of the TYPE2 UJ BENRUS watch]
[H3] TYPE 2
Born from the same MIL-W-50717 specifications as the legendary Type I, the BENRUS Type II was design...
[H3] SKY CHIEF
Originally introduced in 1940, the BENRUS Sky-Chief was developed as a purpose-built pilot’s chronog...SHOP ALL
[H2] IN THE PRESS
ALL ARTICLES 23.04.2026
[H3] HODINKEE
The Benrus Sky Chief Returns In Awesome Vintage StyleRead article →03.02.2026
[H3] TEDDY Baldassarre
California Dials Explained, and Seven of Our Favorites The quirky design with the mysterious name still has its core of diehard fans.Read article →13.11.2025
[H3] Men's Journal
This ’60s Dive Watch Just Got a 21st-Century UpgradeRead article →11.11.2025
[H3] Mainspring Watch Magazine
Benrus #3061 BU A Smart TransformationRead article →ALL ARTICLES

[IMG: BENRUS Watches Collection]
[H1] Watches
[H2] DTU
Originally issued in 1964, the BENRUS DTU-2A/P was built to meet updated U.S. military specs for a reliable military field watch. The goal was a simpler, tougher design: a 17-jewel hacking movement for precise timing and longer service life in combat. This model later inspired the legendary Type I. BENRUS has been an American watchmaker since 1921, with deep ties to the military. In the 1960s, the brand became the first to win the MIL-W-3818B contract, producing official mil-spec watches for U.S. troops during the Vietnam War. Both metal and later plastic versions of the DTU became trusted tools in the field. Known for their rugged build, easy-to-read dials, and durable design, these watches stand the test of time. The DTU collection keeps that legacy alive with Super-LumiNova hands, glow-in-the-dark markers, and water resistance of 10 ATM—ideal for daily use or outdoor activities.
[IMG: Photo of a front view of the DTU-2A/P BENRUS watch]
[H3] DTU-2A/P
CHF 892(EXCL. TAX)
[IMG: Photo of a front view of the DTU Phantom BENRUS watch]
[H3] DTU Phantom
CHF 1,480(EXCL. TAX)
[H3] DTU Shield
CHF 1,480(EXCL. TAX)
[IMG: Photo of a front view of the DTU UB BENRUS watch]
[H3] DTU UB
CHF 1,480(EXCL. TAX)
[H2] #3061
In the 1960s, BENRUS released the original #3061 watch — a civilian version of its military-issued DTU-2A/P field watch. It later became a pop culture icon when it appeared on Steve McQueen’s wrist in the 1968 film Bullitt, earning its nickname: the Steve McQueen watch or simply the Bullitt watch. The new 2025 reissue stays true to that classic design, with subtle updates for modern wear. The dial keeps its original 12/24-hour military watch style and clean minute track, while the case now measures a comfortable 39.5mm. Inside, the Swiss-made ETA 2892 movement offers smooth performance and a 42-hour power reserve, visible through the transparent caseback. Whether you're after a stylish 24-hour dial watch or a piece of movie history, the #3061 blends timeless design with modern reliability.
[IMG: Photo of a front view of the 30671 BU BENRUS watch]
[H3] #3061 BU
CHF 1,570(EXCL. TAX)
[IMG: Cobra view of the BENRUS 3061 GT]
[H3] #3061 GT
CHF 1,665(EXCL. TAX)
[IMG: Photo of a front view of the 3061 BOR BENRUS watch]
[H3] #3061 BOR
CHF 1,758(EXCL. TAX)
[H2] TYPE 1
Built on the success and credibility earned in the field, the BENRUS Type I was born in 1972 to meet the highest MIL-SPEC standards for elite U.S. forces. Now reissued in a faithful recreation, it will be joined by a newly expanded Type I collection that reinterprets the classic design while staying true to its heritage.
[IMG: Photo of a front view of the Type 1 BENRUS watch]
[H3] TYPE 1 MIL SPEC
CHF 1,590(EXCL. TAX)
[H3] TYPE 1 M1
CHF 1,758(EXCL. TAX)
[H2] TYPE 2
Born from the same MIL-W-50717 specifications as the legendary Type I, the BENRUS Type II was designed for field operatives needing a robust tool watch with enhanced 12/24-hour legibility. Now faithfully reissued with a newly expanded collection of modern interpretations, the Type II stays true to its roots while evolving for those who move with purpose in today’s world.
[H3] TYPE 2 MIL SPEC
CHF 1,590(EXCL. TAX)
[IMG: Photo of a front view of the Type 2 BENRUS watch]
[H3] TYPE 2 UJ
CHF 1,758(EXCL. TAX)
[H2] SKY CHIEF
Originally introduced in 1940, the BENRUS Sky-Chief was developed as a purpose-built pilot’s chronograph for cockpit precision. Featuring a distinctive domed crystal and slim bezel that created a porthole effect, it offered exceptional legibility in flight. Its tri-compax layout and aeronautical minute graduation allowed pilots to perform accurate navigation and cruise calculations. Now reissued for a new generation, the Sky-Chief stays true to its aviation roots while integrating modern performance. Housed in a 36mm stainless steel case with a double-domed sapphire crystal, it is powered by the Swiss-made ETA 2894 automatic chronograph movement with a 42-hour power reserve. Finished with Super-LumiNova details and 100 metres of water resistance, the Sky-Chief collection brings heritage pilot design into everyday wear.
[H3] Sky Chief - Stratus Grey
CHF 3,469(EXCL. TAX)
[H3] Sky Chief - Cirrus White
CHF 3,469(EXCL. TAX)
[H2] Ultra-Deep
A 36.5mm twin-crown Supercompressor tribute honoring 1960s diving heritage. Features rotating inner bezel, cathedral hands, double-domed crystal, and 20ATM depth rating with Soprod P024 automatic movement.
[H3] Ultra-Deep
CHF 1,105(EXCL. TAX)
[H1] BORN IN MANHATTAN IN 1921, MADE OF GRIT.
Founded in New York City by three visionary brothers - Benjamin, Oscar, and Ralph Lazrus, originally from Romania - BENRUS was born from their pursuit of the American dream, combining Benjamin’s first name with their family surname.DISCOVER

[H1] Journal
Stories, insights, and updates from the world of BENRUS. Explore our collection of articles on watchmaking, history, and the brave individuals who inspire us.23.04.2026★ press
[H2] HODINKEE
The Benrus Sky Chief Returns In Awesome Vintage StyleRead Article03.02.2026★ press
[H2] TEDDY Baldassarre
California Dials Explained, and Seven of Our Favorites The quirky design with the mysterious name still has its core of diehard fans.Read Article13.11.2025★ press
[H2] Men's Journal
This ’60s Dive Watch Just Got a 21st-Century UpgradeRead Article11.11.2025★ press
[H2] Mainspring Watch Magazine
Benrus #3061 BU A Smart TransformationRead Article21.10.2025★ press
[H2] MONOCHROME
A field watch first developed in 1972 for elite military units sits alongside the Type 1 with demanding specs for the toughest conditions.Read Article16.10.2025★ press
[H2] Passion Horlogère
BENRUS and the Art of Telling CourageRead Article26.09.2025★ press
[H2] Financial Times
Is your watch fighting fit? The military-style field watch is back. Nick Foulkes wants a piece of the action.Read Article15.05.2025★ press
[H2] Mainspring Watch Magazine
The Most Authentic Field WatchRead Article07.04.2025★ press
[H2] THE NEW YORK TIMES
A Vintage U.S. Watchmaker Returns.Read Article26.01.2026press
[H2] Watch Review Blog
Benrus DTU Shield: A Robust Well Fitting Military Field WatchRead Article13.11.2025press
[H2] Timekeepers Club
Benrus DTU ShieldRead Article11.11.2025press
[H2] Hourstriker
BENRUS DTU Shield From Mil-Spec to Modern SpecRead Article11.11.2025press
[H2] Gear Patrol
A 1960s Military Field Watch Gets a Polished-Up Reinterpretation Ideal for Daily WearRead Article23.10.2025press
[H2] Masculin.com
Benrus confirms its return to the forefront with its new, already iconic military watchRead Article22.10.2025press
[H2] Oracle Time
Benrus Reintroduce Type 2 Mil Spec to Modern CollectionRead Article22.10.2025press
[H2] HOROBOX
The Benrus Type 2 Mil-Spec Re-Edition 2025: A Continuous Legacy Of Elite Field And Dive Watch PerformanceRead Article22.10.2025press
[H2] Europa Star
BENRUS TYPE 2 MIL SPEC - BUILT FOR OPERATIONS, REBORN FOR TODAYRead Article17.10.2025press
[H2] HICONSUMPTION
Benrus Resurrects Its Iconic 1972 Military Diver for the Modern EraRead Article17.10.2025press
[H2] Acquire
Benrus reissues the coveted Type 2Read Article17.10.2025press
[H2] Timekeepers Club
The Return of a Military Icon: the Type 2 MIL SPEC unveiled at Windup New York.Read Article16.10.2025press
[H2] Passion Horlogère
BENRUS: America on your wristRead Article13.10.2025press
[H2] BENRUS
BENRUS LAUNCHES NEW DIGITAL AI CAMPAIGN “FOR THE BRAVE, BY THE BRAVE”Read Article10.10.2025press
[H2] Windup Watch Shop
A History and Guide to BenrusRead ArticleLoad more
[H2] Stay Updated
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[H1] BENRUS History