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    One of the Maison’s signature pieces, the Force 10 bracelet was created in 1966 and reflects both contemporary fashion and the maritime influence behind its inception. Force 10’s multiplicity of shapes and sizes, vibrant colours, ability to mix and match, and interchangeable design make it synonymous with a bold, positive style of jewelry.

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    Seizing your chance and daring. Chance Infinie transforms into a talisman whose subtle design is inspired by the lemniscate, the symbol of infinity and eternity. They represent the Maison’s entirety, its past and present but also its view of the future.

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    FRED is celebrating love and dedicating to it a collection of jewellery and high jewellery: Pretty Woman. At a time when love has acquired such personal significance for each of us, FRED makes of its new Pretty Woman collection a modern expression of love’s many different facets, under the precept ‘your way your love’.

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    Force 10
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    Chance Infinie
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    Pretty Woman

About FRED

Born into a family that dealt in gemstones, Fred Samuel founded his own business in the city of fashion – Paris – in 1936. As a young jeweller he produced exceptional jewellery pieces that were decorated with the most colourful stones. He derived his source of inspiration from his love of the sea. That’s why, together with his eldest son, he created his most important collection: based on a connecting piece required in sailing, they created what is still today the most popular item from FRED – the Force 10.


Collection Highlights

The jewellery creations of FRED represent soft forms and are immediately recognisable. Fred’s son wanted to give his wife a special piece of jewellery. Inspired by sails, he created what is still today the company’s most popular item – the Force 10. The cord strap is made from steel, textile or gold, and has gilded ends.


Fred at Les Ambassadeurs


Kapellplatz 5

6004 Lucerne


Rue du Rhône 62

1204 Genève