To support the relaunch, Benrus has brought on former Bulova executive Michael Goeller as COO and has hired a top industry public relations team known for their work in the mid-priced category.Īs part of its initial set of watch releases, Benrus will be introducing its Heritage collection, which includes three new vintage-inspired series: the Field Watch, with automatic Miyota movement, available in three different colorways and priced at $1,095 the Air Chief Chronograph, with Swiss quartz movement from Ronda, available in four different colorways and priced at $895 and the Classic Watch, with Miyota automatic movement, also available in three different colorways though priced the highest at $1,195. This latest relaunch seems to be a renewed effort by the company - now owned by Benrus’s former principal’s lawyer Michael Sweeney (photo above) - to not only return its focus primarily to watches, but revive some of the designs that helped make it a reputable brand since it was first founded in 1921 in New York City. The company fell into serious mismanagement between 20, and has been struggling as a dedicated watch brand for at least the past decade a few years ago it sold backpacks as part of an effort to boost its struggling sales, with accessories making up a significant part of its business at that time.
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