Fashion

March 17 2011

Authenticity either is or isn't.

When a brand pretends to be something it is not, the result generally backfires. Like this beautiful Chrysler “Style” commercial that demonstrates that yes, Chrysler was synonymous with American style. The key word being WAS. Lesson: Even great advertising does not make uncool, cool.

Which leads us to think of bygone eras and authentic brands that are no more. Such as Benrus watches. Somehow the move to digital watches and colourful plastic timepieces took the seriousness out of watches. Is this good or bad? You decide for yourself but we are currently enamored with the 1940 Benrus Sky Chief. Real numbers, real hands, serious black or silver face, a real crown to wind it. Benrus Watch co. was founded in New York City in the 1920s by Benjamin Lazarus. Benrus was the official watch of the U.S. mail-carrying pilots of several cargo airlines. Known at its peak as the “Official Watch of Famous Airlines,” it was the official time piece of pilots at Delta, KLM, NWA and TWA. You can still find some of the authentic Sky Chiefs, and by forking out $2,400 or so, you may even be able to own one. - Bill Tikos

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