The new Fred Force 10 bracelet collection


The idea is simple enough, but when it’s executed so well it certainly deserves a second look. What am I talking about? Well, have a look at Fred’s iconic Force 10 bracelet collection which was first designed in 1966 by the son of the founder, Henri Samuel, for his wife. The founder? Fred Samuel, the son of an Argentinian jeweller who sent him to France and who then established Fred Joaillier in 1936 in Paris, which is where the story of the storied jewellery house began.

Fred is a prestigious, creative jewelry brand and a symbol of magical luxury, liberated from tedious traditions and featuring unmistakably French flair. Just like its creator, Fred Samuel, a passionate man of exceptional encounters.

Growing up in South America, Fred Samuel had a great love of the sea, which you could say inspired his son to create the Force 10 bracelets. He braided marine cables together, secured both ends to a buckle that’s also nautical-inspired and as they say, the rest is history.



Still manually produced today, the LVMH-owned jeweller’s bracelets are woven with up to 1500 threads in steel or gold, which pretty much means they are virtually indestructible. They also come in huge variety of colours (and by huge, I mean immense) that both girls and guys will find irresistible, from pastel hues to bold manly colours both sexes will appreciate.

After the bracelet comes the buckle, which comes only in precious metals. Yes, precious metals, no silver shit, not weird alloys, just pure gold that you can pick from in Yellow, White and even Rose golds. And if that’s not enough for you, you can also pick from the ‘exotics’: from buckles in pavé diamonds to buckles in ceramic, the choices are truly endless.


How much do they cost, you ask? The bracelets start from around €250, and the buckles, from €1695. Put them together and a basic ‘entry-level’ set will set you back by almost €1950, which really isn’t a lot when you consider the bracelet that won’t break or fade, and the buckles that are quite literally worth their weight in gold.

Come into the world of Fred





Fred Joaillier Pretty in Pink

‘Force 10’, ‘Pain de Sucre’, ‘Baie des Anges’… famous jeweller Fred’s most emblematic collections are on show in the new Saint-Tropez store. The timeless, ever-contemporary ‘Force 10’, created in 1966, speaks to us loudly of sailing through its teaming of a cable crafted in the very tradition of 17th-century rope rigging with a buckle in white, yellow or pink gold. The cable itself comes in white, black and a whole array of bright colours including neon yellow.

The latest new addition to the collection is the stunning ‘Force 10’ watch in steel. If you’re into stones you won’t be able to resist the ‘Pain de Sucre’ collection with its sensual lines and electric energy, not to mention the clip system that allows you to switch between topaz, amethyst, pink quartz or diamonds to match your mood and/or outfit most glamorously.

Come into the beautiful and timeless world of Fred.