Benrus is an American watchmaking and lifestyle company founded as a watch repair shop in New York City in 1921 by Romanian-American Benjamin Lazrus and his two brothers.

[1] In the early 1960s, the Federal Trade Commission determined that Benrus' marketing practices—specifically, its published list prices—were misleading for a substantial minority (about 14%) of potential customers at the time.

[1] Over the next ten years, the company suffered in competition against inexpensive Japanese wristwatches, adopting a strategy of diversification into military timepieces and costume jewelry.

[10] Irving Wein, the owner, brought Benrus distribution to large catalogs and retailers such as Walmart, Kmart, Sears, and JC Penney.

[14] The new ownership group of the Benrus trademarks was granted a temporary restraining order by Superior Court Judge Michael Silverstein barring any interference with the brand from Feroce's former company.

According to court documents, Feroce and his entity are "temporarily restrained from utilizing, advertising, selling, marketing, disposing, transferring and encumbering any goods bearing the Mark (Benrus) and/or related Intellectual Property."