By Joey Aguilar/Staff ReporterBernheim Brothers yesterday unveiled its 88 Rue Du Rhone, a Swiss watch brand that offers “classic, elegant and yet affordable” timepieces for on-the-go urban consumers and young entrepreneurs.Speaking to reporters yesterday in Doha, Raymond Weil director Pierre Bernheim disclosed that their new watches, priced from $300 to $1,000, will suit what the 25-40 age bracket is looking for.The new collection can be worn not only at work (during the day), but also while going out at night.88 Rue Du Rhone showcases a contemporary 45mm, stainless steel matt black PVD design, a 100% Swiss-based and Swiss-made product.Some of its novelties include the Double 8 Origin Black Rose Chrono and the Power Chrono, two of its best watches for young executives, entrepreneurs and professionals. Pierre said it took them five years to build the brand. Bernheim Brothers also sells classic watches, but he reiterated that 88 Rue Du Rhone’s version of “classic” means not only the old-fashioned, but also the modern.A family-owned company, Raymond Weil (named after its founder) is known to offer the best-quality Swiss watches in the world. “Watches are our passion and we are watch lovers because my grandfather was a watchmaker,” stressed Pierre, one of Raymond Weil’s grandsons.About Qatar, the director said it is a small place but a “strong and intense market”. “Everything is in one city. Not big, but if you build it well, it’s a very strong market.” Besides Doha, their company has also set up stores in different parts of the GCC region, such as Oman, Kuwait and Saudi Arabia. It is expected to launch the brand in Bahrain in November. Raymond Weil, the mother company of Bernheim Brothers, operates 30 stores around the world.