Elie and Pierre Bernheim, entrepreneurs and grandsons of reputable watchmaker Raymond Weil, are embarking on a new venture with the launch of a new Swiss watch brand, 88 Rue du Rhone, whose first products will make their debut at this year’s Swiss Watch Show at JCK.

Deeply rooted in the luxury watchmaking industry, Elie and Pierre Bernheim have established themselves as knowledgeable and reputable, having taken over the global marketing and worldwide sales for their grandfather’s independent success, Raymond Weil. Seeing a niche in the watch marketplace for youthful, stylish and value-minded timepieces, Elie and Pierre were inspired to create a brand from the ground up with those ideals in mind.

The launch collection is comprised of both ladies’ and gents’ 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 engrained in the design of the collection bears the number 88, encompassing the ideology of good fortune and representing infinity.

“The creation of8 Rue du Rhone has been a labour 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,” says Elie Bernheim, Co-Founder. “Style and wearability has been our mantra throughout this brand inception and we are excited to introduce this to the consumer,” says Pierre Bernheim, Co-Founder.

The affordable luxury Swiss collection will range in price from 395 to 995 US dollars and will be in more than 200 doors from autumn 2012.