The jewellery icon hits a high note commemorating its 60th anniversary and the Maison&rsquo;s 90th anniversary.<o:p></o:p>

This year, for its 90th anniversary, Maison FRED marks the occasion by unveiling 17 new High Jewellery creations that pay tribute to the audacity of its Force 10 signature. This historic double jubilee is a momentous one, signifying a technical and emotional bridge between Fred Samuel&rsquo;s founding vision in 1936 and the avant-garde spirit that defined the creation of the Force 10 bracelet in 1966.&nbsp;<o:p></o:p>
Born in Buenos Aires in 1908 to a jeweller family hailing from Alsace-Lorraine in eastern France, Fred Samuel was a natural optimist who dared to make his own luck, thanks to a boundless source of strength and sense of joie de vivre. In 1936, he defied jewellery conventions by opening a shop in Place Vend&ocirc;me, boldly espousing a new approach with the words &ldquo;Modern Jeweller Creator&rdquo; engraved on his business cards. It didn&rsquo;t take long before his trailblazing vision of &ldquo;jewellery in motion&rdquo; with a casual-chic style was cemented.&nbsp;<o:p></o:p>

With hallmarks woven into the Maison&rsquo;s creations, from lucky talismans, such as the lemniscate (universal emblem of infinity) in the Chance Infinie creations, to transformability and versatility, such as the Force 10 family with its interchangeable buckles and cables, and the Pain de Sucre line and its cabochons, Maison FRED effortlessly mirrors life by capturing the present to transcend time itself.&nbsp;<o:p></o:p>
Val&eacute;rie Samuel, the founder&rsquo;s granddaughter and current FRED Vice President and Artistic Director, is at the Maison&rsquo;s creative helm, perpetuating its pioneering spirit. Case in point: She recently created the exclusive FRED Hero Cut, boasting a rare and complex technicality of 36 facets on a stone, evoking both a boat sail and a shield.

Force 10 bracelet in yellow gold and steel, 1970s FRED Heritage collection

Henri, Valerie and Fred Samuel at Rue Royale, circa 1995

Serendipitously, the Force 10 bracelet was created 60 years ago when Fred Samuel&rsquo;s elder son, Henri, combined steel marine cables and yellow gold rivets, inspired by the sailing world, to design a bracelet for his wife. This impromptu act of ingenuity kick-started a revolution, introduced into the Maison&rsquo;s collection by the name of Force 10 &mdash; alluding to a sea storm on the wind-measuring Beaufort scale.<o:p></o:p>
Making history as the first piece of jewellery to flaunt gender neutrality and a sporty essence, Force 10 is emblematic of strength and love that overcomes any challenge, replete with the perseverance to surpass limits while embracing freedom and liberty. In 2026, The Sunshine Jeweller extends the trajectory of the Force 10, commemorating its inspiring icon with new High Jewellery creations. Magnifying each of its codes, including the iconic cable and buckle, the Maison reimagines the Force 10 in the pursuit of innovation, along with other elements: the FRED Hero Cut and a new feminine jewellery tassel.<o:p></o:p>

<h4 class="MsoNormal">FORCE 10 XL &ndash; Be bold and beautiful <o:p></o:p></h4>

The XL variations of Force 10 unfurl the full force of the Maison&rsquo;s creative audacity, as well as the tenacity and fortitude of the wearer. This new Force 10 High Jewellery rendition, crafted in white or yellow, is embodied by a necklace with an elevated XL buckle, featuring a pav&eacute; of diamonds, and three distinct, interchangeable cables.&nbsp;<o:p></o:p>

The first cable is embellished by a row of brilliant-cut diamonds with an extra-large diameter &mdash; a first-ever in design &mdash; paired harmoniously with the ample buckle. That is followed by a cable in steel or yellow gold that echoes the original dual-tone Force 10 rendition. Both sporty chic and precious, this Force 10 XL High Jewellery necklace channels the transformable character of the original Force 10.

<h4 class="MsoNormal">FORCE 10 FRED HERO CUT &ndash; Dare to be unique <o:p></o:p></h4>

A more recent invention, the FRED Hero Cut, unveiled in 2022, is enlisted to fete the Force 10&rsquo;s 60thanniversary. Personifying the Maison&rsquo;s audacious creativity and savoir-faire, the exclusive cut, recognised and certified by the GIA (Gemological Institute of America), and drawing inspiration from the silhouettes of both a sailboat and a shield, is a nod to Fred Samuel&rsquo;s passion for the sea and his intrepid nature.<o:p></o:p>
Not just that, the 36 facets of the FRED Hero Cut pay homage to the year 1936 when the Maison was established, while illuminating the diamond with maximum light and radiance. Raw stones with flawless standards are the criterion for this unique cut of stone, as only the rarest diamonds qualify for the immaculate faceting.<o:p></o:p>

Two new Force 10 High Jewellery sets brilliantly showcase the FRED Hero Cut here, with the first reinterpretation displaying the Duality FRED Hero Cut &mdash; a graphic duo of brilliant-cut diamonds and custom-cut baguette diamonds. Each piece is anchored by a signature diamond at the centre of the buckle, which is also adorned with a blue sapphire cabochon. Once again, the versatility trait is championed by the tie necklace that transforms into a choker, an interchangeable buckle, a ring and a single earring.<o:p></o:p>
Following suit, the second set is portrayed with the large model buckle, fully paved with diamonds, on both a chain necklace and a signet-style ring, each decorated with a single FRED Hero Cut diamond. These two gender-fluid designs are complemented by a pair of earrings, emanating the form of the buckle, and a stud, each flaunting a 0.5-carat FRED Hero Cut diamond.<o:p></o:p>

<h4 class="MsoNormal">FORCE 10 POMPON &ndash; Free to live and love <o:p></o:p></h4>

Harking back to the era surrounding Fred Samuel&rsquo;s arrival in Paris in 1920, the third Force 10 High Jewellery expression in this release distils the energy of the city during the Roaring Twenties, enlivened by the dynamism of jazz, dance, and dresses sporting flowing lines and swinging fringe. Women were emboldened to assert their independence and depart from societal norms, and Fred Samuel, as a young jeweller, translated this rule-breaking irreverence into his avant-garde aesthetic, mimicking real life to authentically express jewellery in motion.<o:p></o:p>
As such, the Force 10 buckle metamorphoses into a tassel with diamond-set drops for this iteration, bringing to life both necklaces and long earrings. An accessory that transcends occasion with its day-to-night suitability, the first bejewelled Force 10 Pompon variant, comprising a necklace and earrings, unites a buckle entirely paved with diamonds and a corda chain with drop strands &mdash; inspired by the marine cable &mdash; in yellow gold.&nbsp;<o:p></o:p>

The other variation, available in white and yellow gold, radiates the light and glamour of the Jazz Age parties, where the necklace chain and tassel strands are detailed by small bars set with brilliant-cut diamonds. A scintillating round diamond sits in the centre of the pav&eacute;-set buckle, lending even more sparkle to the piece, infusing this Force 10 Pompon creation with suppleness and femininity. Women are exalted to embrace emancipation in tandem with how Force 10 is a collection of jewellery borne out of love for a woman.<o:p></o:p>
Through these High Jewellery interpretations, Force 10 is honoured and elevated, proving that a design born from a sailing cable can command sophistication and reverence. This ode to the original Force 10 identity &mdash; the courage to be different &mdash; also encapsulates the Maisonsuite of savoir-faire, amalgamating nine decades of expertise with modern innovation and an empowering philosophy.&nbsp;<o:p></o:p>

<h4 style="text-align: center;">Explore Force 10 High Jewellery from FRED <a href="https://www.fred.com/en-int/high-jewelry/all-collections/force-10/">here</a><a href="https://www.fred.com/en-int/home/" target="_blank" rel="noopener">.</a></h4>
<h4 style="text-align: center;">Visit the FRED boutique located in SEIBU at The Exchange TRX to discover novelties in-store.&nbsp;</h4>

FRED celebrates the Force 10 with new High Jewellery creations

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