Some symbolism...

The number 8 carries with it a rich and diverse array of connotations. Considered a lucky number in Asian cultures, the number eight symbolizes good fortune, ambition and power. Doubled, soothsayers see it as a four-leaf clover, which is also a widespread symbol for good luck. 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. 

...and a bit of whimsy.

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.

Some water...

The Rhone River springs from a source located high up in the Swiss Alps, at an altitude of approximately 7,050 feet. It then flows 290 km before emptying into Lake Geneva and flowing back out at 88 RUE DU RHONE, in the heart of the city. Stretching along a total of 812 km, the river continues its inevitable course through France, all the way down to the Mediterranean Sea.

...the intangible element.

Nothing seems to be able to stop the continuous flow of water, not even time. In perpetual motion, water constantly changes into steam, rain, ice and snow, traveling between the heavens and Earth. It purifies the soul and fertilizes the fields. A true symbol of life, it is precious and intangible, like time.

Considerable prestige...

The famous Rue du Rhône crosses through the very heart of Geneva, parallel to the river which 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.

...and a touch of mystery.

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 Rhone River flowing out of Lake Geneva, the origins of the Swiss watchmaking industry, initiated five centuries ago: Where Time Begins.

Swiss luxury time pieces...

88 RUE DU RHONE is an independent brand of Swiss luxury watches, launched by Elie and Pierre 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.

...which remain accessible.

Utmost excellence, exquisite designs, but also accessible. 88 RUE DU RHONE is indeed the first Swiss luxury watch brand that remains accessible in terms of price. It is a major challenge that the Bernheim brothers have successfully overcome in order to meet the expectations of a new generation of beautiful watch fans. 88 RUE DU RHONE is a new kind of luxury for a new generation and a new era... Where Time Begins.