The number 8 carries 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. On 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 dial, 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 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 Rhône River flowing out of Lake Geneva, the origins of the Swiss watchmaking industry, initiated five centuries ago.
The Rhône 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 - just like time.
Accessible Swiss Made watches
Swiss luxury timepieces...
Pierre et Elie Bernheim, 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 prices. 88 RUE DU RHONE is indeed the first Swiss-made luxury watch brand that remains accessible in terms of price.
Switzerland’s centuries of carefully handeddown watchmaking skills and know-how are harnessed by 88 RUE DU RHONE and reflected in its choices and developments of materials, components and craftsmen in all the stages of production and assembly, to meet the prerequisites of the “Swiss made” label.
Luxury is in the details
88 RUE DU RHONE’s Swiss-crafted luxury timepieces are recognizable through their refined and sophisticated design where the number 8, encompassing the ideology of good fortune and infinity, is inherent throughout the entirety of the collection.