88 Rue du Rhone is an independent brand of Swiss luxury watches, launched by Pierre et Elie Bernheim. Grandsons of the notorious Swiss watchmaker Raymond Weil they combined their talents, expertise and watchmaking know-how to create their own brand. These two entrepreneurial spirits have set out to offer consumers an elegant selection of watches balancing Swiss excellence and contemporary designs, tradition and innovation.
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Utmost excellence, exquisite designs, but also accessible prices. 88 Rue du Rhone is indeed the first Swiss-made luxury watch brand that remains accessible in terms of price. It is a major challenge that the co-founders have successfully overcome in order to meet the expectations of a new generation of watch enthusiasts. 88 Rue du Rhone offers a new kind of luxury for a new generation and a new era... Where Time Begins.
The number 8 carries with it a rich and diverse array of connotations. Considered a lucky number in Asian cultures, the number eight symbolises good fortune, ambition and power. In the 88 Rue du Rhone logo, the double 8 represents the face of a watch with the hands indicating 10:10, a nod to the watchmaking tradition. When positioned horizontally, the eight is the mathematical sign for infinity, thanks to the endless flow of curves that feed into one another, forever.
Steeped in meaning, the number 8 is also a whimsical number that allows the brand and its creators to break away from conventional codes. Adapted in countless ways to decorate the face of the watches, worked into the second hand as a counterweight, stamped onto the crown or subtly incorporated at the top of the hour, the 8 cleverly yet elegantly affirms the brand's unique identity, like a universally recognizable signature.
The famous Rue du Rhône crosses through the very heart of Geneva, parallel to the river that shares its name. The emblem of absolute luxury, the Rue du Rhône is home to the city's most prestigious shops, like the Champs-Élysées in Paris or Madison Avenue in New York.
As if by an artistic flourish of magic, the accent above the o in the name of the river disappears in the name of the brand, 88 Rue du Rhone. And the number 88 does not fall upon any door or luxury boutique window. Mysteriously, it's the only number missing on this street. At the precise location where this number should be, you'll find a precious treasure: a view of the Rhône River flowing out of Lake Geneva, the origins of the Swiss watchmaking industry, initiated five centuries ago: where time begins.
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