Elie and Pierre Bernheim, grandsons of watchmaker Raymond Weil, are embarking on a new venture with their launch of Swiss watch brand, 88 Rue du Rhone for men and women. The classic, yet aesthetically contemporary designs will be unveiled at this year’s Swiss Watch Show at JCK, range in price from $395 to $995 and will be in more than 200 doors beginning in the third quarter of 2012.
The collection is comprised of pieces ranging in size from 29mm to 42mm with both quartz and automatic movements. The brand’s name comes from the famous and prestigious street in the city of Geneva, which mirrors the name of the city’s river. The signature logo ingrained in the design of the collection bears the number 88, encompassing the ideology of good fortune and representing infinity.
Elie said, “The creation of 88 Rue Du Rhone has been a labor of love and my brother and I are thrilled to bring our knowledge and background of the watchmaking industry to a brand that we are so passionate about.”
Pierre added, “Style and wearability has been our mantra throughout this brand inception and we are excited to introduce this to the consumer.”