This rather boring looking Benrus from around 1960 is typical of a mid range watch of the period: there was little around as far as adventurous designs go. People were buying watches on their technical advancement. In the 50s, the buzzword was centre second or sweep hand and for those who could afford the cutting edge, it was automatic wind and or date.
This watch is nice and neat, clear to read, polished raised markers, luminous hands and the distinctive red sweep hand (you want everyone to see that you’ve got one).
This is a US brand but the movement is the Swiss ETA 2450, 25 jewel automatic. At the time, you had to spend a lot of money to have a watch with a better movement.
The case is good quality, gold plate, water resistant in house (made by Benrus)
As I said not very exciting but good mid range quality and typical of the period.
The Benrus Company
Benrus was started sometime in the early 20s by a Romanian immigrant to the US Benjamin Lazrus and named by combining his given and family names. They started by manufacturing watch cases and importing Swiss Ebauche movements. The company gained a huge advantage during and after WWII because, unlike the larger US watch factories, like Hamilton, Waltham and Elgin, they were not pressed into manufacturing for the war effort. They became quite powerfull and popular mainly in the US. At one point in the 50s they almost brought out Hamilton.
During this period Benrus developed some innovative styles and some actually had personality. During the highly competitive 70s they went for cheaper movements, looked to Asia for dials and cases and the brand existed in name only. Inevitably, the brand disappeared sometime soon after