A
AMERICAN BRANDS
The Z3 Racer is another two-register quartz chronograph, this
time clearly inspired by motorsport. With similar dimensions to
the Air Chief, the Z3 Racer’s circular grained dial, pierced strap
and piston-like pushers all speak of speed. Built to last, the Z3 is
also WR rated to 10atm and capped with a sapphire crystal. Again,
limited to only 100 individually numbered pieces. $495
Perfect for diving, the Sea Chief is made to standards that allow
for a 30ATM rating without a helium release valve. The only me-
chanical version of Benrus’ three new incarnations, the Sea Chief
houses a Miyota automatic movement and will appeal to both
divers and collectors since this series is also limited to only 100
units. Price is $695.
BENRUS IS BACK
O
riginally founded in 1921, Benrus was one of the first deluded strategy quickly led to another downfall for the brand and it
brands to exclusively embrace the new “wristwatch” trend. once again changed hands, although this time unwillingly as the license
From that beginning nearly 100 years ago, Benrus has holder had the trademark taken away by legal means.
experienced periods of success, failure, rebirth and dormancy.
In recent history covering the last two decades the historical
Now that the court cases are settled, the new stewardship of
the brands is in the hands of a thoughtful and professional leadership.
American brand has certainly suffered from neglect. Watches carry- On top of that, Benrus has engaged the skills of one of my favorite
ing the Benrus label over the last 20 years have been run of the mill designers to bring the once-renown watch brand back on track and has
offerings that were often as poorly designed as they were built. Clearly returned to making wristwatches worth your time.
Benrus lost its mojo and had become little more than a shadow of its
former self.
Rather than further diluting the already ragged reputation of Ben-
rus by making thousands of me-too watches to be discounted via web
In 2014 a bombastic businessman suitor approached the then and box stores, they will release three new limited editions brought to
current owner of the trademark with what can only be described as life by the pen and mind of Fredi Brodmann. And when we say limited,
delusions of grandeur for the brand. With little forethought or planning, we mean limited. Only 100 of each version will be made - each individu-
the new leader of Benrus in 2014 intended to create a host of lifestyle ally numbered. The three variations represent Mr. Brodmann’s own
products around the Benrus name - even before it had re-established interpretation of watches inspired by the air, land, and sea.
its reputation as a legitimate watchmaker. This shotgun approach With a new and contemplative leadership at the helm, and an
led to the Benrus label being applied to shirts, jackets, backpacks, excellent designer on board, Benrus has a real chance at restoring an
sunglasses, belts, and even ladies underwear! Needless to say this American icon back to prominence.
92 | AboutTime Magazine