Smart and sophisticated BENRUS pointer day-date calendar watch from the 1960s. This design found in catalogues under names ‘WAGNER’ and ‘LORD SPERRY’ (see last photo), it’s absolutely timeless, desirable and collectible. Swiss Made movement, American made 10k rolled gold case in rare almost unworn condition. Winding crown has push-in function for quick date change.
The case appears exceptionally well-preserved, with crisp edges and intact gold-tone finishing – an increasingly rare trait for watches of this period. In contrast, the dial shows honest, natural aging (patina), giving it texture and depth that cannot be replicated. This balance between a sharp case and a gently aged dial is often considered ideal by collectors.
Key features
Deco-influenced, very 1950’s case/dial design
Super cool push-crown function for quick date change
Swiss Made ETA-based movement
Please mind all vintage watches are not suitable for real diving
Benrus Watch Company was founded in 1921 in New York City by Romanian immigrant brothers Oscar, Benjamin, and Ralph Lazrus. Named after Benjamin, the company produced affordable wristwatches during a time when pocket watches were falling out of favour. With headquarters in Manhattan and Swiss-made movements from its factory in La Chaux-de-Fonds, Benrus quickly grew—especially during WWII—supplying military timing devices and stylish civilian watches. Post-war, the brand thrived with unique designs like the “Dial-o-Rama” and “Citation.”
By the 1950s, Benrus was the third-largest U.S. watchmaker and became entangled in a failed takeover of rival Hamilton, leading to a landmark antitrust case. The company expanded internationally but struggled during the quartz revolution. Sold in 1967, Benrus declined and filed for bankruptcy in 1977. Though modern watches still use the Benrus name, true vintage models are prized for their craftsmanship and history. See excellent Benrus vintage adverts collection: https://www.buyingontime.com/benrus-advertisements.
