Pierre Bernheim, grandson of the watchmaker Raymond Weil, is taking up this challenge with 88 RUE DU RHONE. This new Swiss watch brand, created in 2012, offers urban consumers all over the world the elegance and finish of luxury products, with some character and mystery as well. All this is presented in an accessible price range, opening new perspectives in a world in full transition.

WHERE TIME BEGINS. The new brand created by Elie and Pierre Bernheim is part of this long tradition of Swiss quality and know-how. This heritage reflects in the selection and development of materials and components, and at each stage from the creation to the final assembly of the components, conferring on the products from 88 RUE DU RHONE the Swiss Made label.

However, the co-founders did not just refer to this heritage. They put it together with their creativity and their own watchmaking vision of today, offering a product at the same time classic and contemporary, combining Swiss quality with accessibility. 88 RUE DU RHONE, WHERE (A NEW) TIME BEGINS. Through a unique design, which plays on the 8, lucky number and emblem of the Brand, 88 RUE DU RHONE stands out and opens the doors of watchmaking to a public in search of luxury in a new form. 

Creativity, elegance, design and know-how are all exhibited by the watchmakers of 88 RUE DU RHONE. Each watch, like a personage in the history of the Brand, has its own identity. And the actors, a new generation of watch-lovers in step with its own times, are already assuring its early success. Therefore they have chosen to make 88 RUE DU RHONE the official partner of the BAFTA - the British Academy of Film and Television Arts – which bestows the industry’s awards for excellence, one of the Brand’s important values. They are also sponsoring the MIAMI Film Festival in the USA and the Geneva International Film Festival. Involved in the cinema industry they are now the official UK watch partner to lionsgate's Mad Men DVD launch.

88 RUE DU RHONE it is the desire to open Switzerland’s watchmaking doors to a new generation with a product in step with its own times. 88 RUE DU RHONE, a new era, a new generation, a new luxury.