88 Rue Du Rhone

88 Rue Du Rhone

July 13, 2012 07:48 ET

New Swiss Watch Brand, 88 Rue Du Rhone Unveiled to the World

LONDON, UNITED KINGDOM--(Marketwire - July 13, 2012) -

Editors Note: There are two photos associated with this press release.

Monday 16 July will see Elie and Pierre Bernheim, the grandsons of legendary Swiss watchmaker RAYMOND WEIL, officially launch their first own watch brand, 88 Rue Du Rhone at London's most iconic shopping destination, Selfridges Wonder Room, the flagship store's dedicated luxury department that boasts one of the world's best collections of fine watches and jewellery from the world's top brands.

88 Rue Du Rhone has been the product of two years intensive work. The brand benefits from the Swiss horological heritage, transmitted from generation to generation in Weil-Bernheim family, and from the fresh concept of accessible luxury of the Bernheim brothers, a new generation of watchmakers. The debut collection comprises of more than fifty timepieces for both men and women, all globally exclusive to Selfridges.

"We are delighted to launch 88 Rue Du Rhone on a worldwide exclusive with Selfridges as it is a brand name that is recognized internationally and is spoken about for its unique style, personality and its commitment to offering only the best in terms of luxury and innovative design" - Says Pierre Bernheim - co-founder, 88 Rue Du Rhone

The brands identity is routed firmly in Switzerland. Created by one of the country's most famous watchmaking families, the brand is named after Geneva's most prestigious street, Rue Du Rhône and the river Rhône that flows through the heart of the city. The number 88 is the only number missing on the street. Just where number 88 should be, there is something precious: the view of the Rhône leaving Lake Geneva. It is precisely here on these banks that Swiss watchmaking was born five centuries ago. This 88 Rue Du Rhone has become a signature logo engraved in the design of each of the timepieces.

"It is fantastic to finally see our brand fully realized and launched to the world. We felt that London was the perfect launch location, given the international reach of the capital and the attention that the city is receiving due to the Queen's Diamond Jubilee celebrations and the forthcoming Olympic Games. We are very much looking forward to seeing the response from the customers to our unique collection" - Says Elie Bernheim - Co-Founder, 88 Rue Du Rhone

The 88 Rue Du Rhone Swiss-made timepiece collection perfectly blends traditional Swiss watchmaking techniques with stylish, contemporary design, at an affordable price. The collection comprises of designs ranging in size from 29mm to 42mm with both quartz and automatic movements.

88 Rue Du Rhone is available from Monday 16 July 2012 on an exclusive worldwide basis with Selfridges.

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