Lion Brands has been appointed as the exclusive distributor of 88 Rue Du Rhone − a new independent Swiss luxury watch brand −in Australia.
Launched by Elie and Pierre Bernheim, grandsons of renowned Swiss watchmaker Raymond Weil who passed away last month, in May 2011, the brand aims to offer consumers “an elegant selection of watches balancing Swiss excellence and contemporary designs and tradition and innovation at excellent price points”.
The brothers, who both worked at Raymond Weil for over six years in global strategy and brand management were “inspired by a deep desire to make Swiss luxury watches available to a wider audience”.
“The creation of 88 Rue Du Rhone was a true labour of love,” said Elie Berhneim.
“My brother and I are thrilled to put our watchmaking skills and insights to use for a brand that we hold so dear to our hearts.”
According to the brothers, the88 Rue Du Rhone brand name is derived from a number believed to be steeped in good fortune.
The Rue du Rhone is home to Geneva’s most prestigious shops but the number 88 is “mysteriously missing” from the street.
“At the precise location where this number should be, there’s 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 – 88 Rue du Rhone.”
Graeme Goldman, the founder of Lion Brands, said that the new brand is an ideal fit for the company.
“88 Rue Du Rhone is a welcome addition to our multi-brand strategy and perfectly complements our current suite of brands, which allows our retail partners to profit from all price segments of the watch market,” explains.
“The 88 Rue Du Rhone timepieces are a perfect fit for the Australian consumer and the price points and ranges will allow our retail partners to build a sizeable and profitable business around the sale of watches, to both local consumers as well as to international tourists.”