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88 RUE DU RHONE returns to the stage, but has left the world of cinema behind, choosing now to focus on its historical roots: entrepreneurship.

Entrepreneurship marks the brand’s rebirth and a return to its origins. 88 RUE DU RHONE was founded by a passionate entrepreneur. Every young professional can identify with the campaign’s new design. It is aimed at both men and women who dare to take risks, who want to be the master of their own lives, and control their own time. It is a powerful and meaningful message addressed to all those who regard a watch as a success symbol. The brand’s founder and CEO is going even further, he wants to convey a message: “I firmly believe that one of the greatest freedoms a man can aspire to is that of being an entrepreneur. As a father, I now realise more than ever how fortunate I am to be the master of my own time. I want to offer my support to those who are willing to take the risk, and I want to be a source of inspiration for those who still lack the courage to take the first step."

Passion is also an integral part of the concept – aviation and watchmaking are two of Pierre Bernheim’s passions, and two crafts of aficionados. “There can be no reason without passion, and there should be no passion without reason”, states Edgar Morin - Live your passion, dare to be the master of your time.