Modern Heritage: BENRUS

 

Accept the challenges so that you can feel the exhilaration of victory.

– General George S. Patton, Jr.

Steeped in heritage, the BENRUS story dates back to the 1920’s when three brothers endeavored to reinvigorate a declining industry. After all, vintage BENRUS watches are still in high demand today. Fast forward nearly a century and they’re re-imagining the lifestyle space in their own right, capturing the brand’s historical essence for the contemporary consumer.


  
American manufacturing is once again at the forefront of commerce and BENRUS has transitioned throughout the years from a cornerstone of armed forces precision, pioneering the dive watch and supplying timing mechanisms for covert operations, to more civilian activity, without compromising the quality or craftsmanship inherent to the BENRUS label.


  
This editorial pays homage to that rich tradition, shot on-location at the Soldiers and Sailors Monument on the Upper West Side of New York City, while showcasing both form and function, hallmarks of great design. From the Sky Chief watch or the classic Quartermaster duffel to the M-65 inspired waxed canvas jacket or even a basic t-shirt, a single thread clearly emerges: a commitment to the legacy of the Lazrus family and their vision to create durable, effective, and attractive products.

 Model: Laurent Caillat

Photographer/Editor: Thierry Augustin

Assistant/Photographer: Stephen Obisanya