Young Swiss watch brand 88 Rue du Rhone (where time begins) was unveiled in Malta during Pink magazine’s fashion show at The Xara Lodge.

Created in 2012, the brand offers urban consumers all over the world the elegance and finish of luxury products, with a small dose of character and mystery as well.

This new concept is presented in an accessible price range, opening new perspectives in a world in full transition.

Pierre and Elie Bernheim, grandsons of reputed watchmaker Raymond Weil, have taken up the challenge of redefining the specifications of time without losing a beat with 88 Rue du Rhone.

The name of the young brand relates to the famous and prestigious street that runs parallel to Geneva’s river bearing the same name. But the number 88 cannot be found over any door or luxury display window. It is actually the only number missing from Rue du Rhône.

For the inhabitants of Geneva and its visitors, the banks of the lake and the Rhône hold a special value. However, they also have a long watchmaking tradition whose roots go back five centuries – ‘Where time begins’.

As young entrepreneurs, Pierre and Elie did not just rely on the brand’s heritage. They put it together with their creativity and their own watchmaking visions of today, proposing a product that is both classic and contemporary, combining Swiss quality with accessibility.

The collection is available from VIP outlets in Sliema and Valletta.