**John F. Kennedy: 1960 Campaign Watch**

If you are in the market for a vintage Benrus watch, then you are in for a long search. These are rare watches and difficult to find, especially since the company recently reissued their iconic military watch. Now on offer is the very model worn by John F. Kennedy’s during his 1960s campaign. Explore our American pocket watches and wristwatches including the vintage Benrus —a simple piece echoing the brand’s legacy with celebrity endorsements—at our upcoming Jewelry Auction March 21, 2025.

Vintage Benrus can certainly compete with the prices of luxury Swiss watch manufacturers—and similar to the understated Record Watch on offer during the upcoming Jewelry auction— Lot #1205 is superb example of another, often overlooked American watchmaking company, and a sometimes forgotten brand deserving prominence for the most discernable of vintage watch collectors.

A portmanteau of the name Benjamin Lazarus, the Benrus Watch Company was an American company founded in New York City in 1921 by Benjamin and his two brothers — Oscar and Ralph. The original company headquarters were located in the Hippodrome building on 44th street in Manhattan, and the three immigrant brothers launched the company using their combined $5,000 in savings.

The The Three Brothers: Benjamin, Oscar and Ralph Lazrus of the Benrus Watch Company.

Benjamin attended Columbia University and participated in World War I, and was in charge of the operations of the company. Oscar the eldest, was an attorney and in charge of the finances and advertising. And the youngest Ralph, was in charge of sales. During the roaring 1920s the New York Benrus Watch Company was considered a major manufacturer in the United States—and of the same standard as distinguished American watch companies like Hamilton.

The movements of the Benrus watches were assembled in Choux de Fond Switzerland, where the brothers owned a factory. The company innovated the American industry by importing Swiss components to build watches and the cases which were New York designed—and most outstandingly—the company pioneered marketing campaigns by being an early champion of the celebrity endorsement-based advertising strategy.

Notably, the Benrus Watch Company designed the celebrity endorsed “Airman” for aviator Charles Lindbergh, as well as a sportsman’s watch for the legendary baseball player Babe Ruth. Also in the 1960s, Benrus was awarded the MIL-W-3818 order for their iconic field watch (Steve McQueen an admirer and cultural icon of the brand) and Benrus became standard military issue by the US Army and Navy.

**Lot 1205**: Vintage Benrus 10K Gold Filled Time And Date Automatic Wristwatch With 39 Jewels

In 1963, JFK added a Benrus to his watch collection, marking another notable moment in the history of the Benrus Watch Company when the Democratic National Convention (DNC) gifted President John F. Kennedy a custom engraved Benrus watch. The John F. Kennedy 1960s campaign watch was presented at auction at Sotheby's in 1997 and then again at Heritage Auctions in 2010 and a covetable timepiece.

Own a piece of history and the very model worn by JFK and a brand appreciated by other American icons – Register to bid now and secure your chance to aquire this extraordinary vintage American timepiece.