Today, Elie and Pierre Bernheim, grandsons of Raymond Weil, have announced a new watch accessibly priced (sub-$1,000) Swiss watch brand – 88 Rue du Rhone. Named after the famous shopping street in Geneva (similar to Fifth Avenue). The first watch designs will be unveiled at JCK in Las Vegas next month.

“The launch collection is comprised of both female 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 ingrained in the design of the collection bears the number 88, encompassing the ideology of good fortune and representing infinity.”

“The creation of 88 Rue Du Rhone has been a labor 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 collection will range from $395 to $995 and will be in more than 200 doors beginning Fall 2012.