There’s nothing quite like jewellery born from a love story. For FRED Force 10, however, it was precisely how it began. The French jeweller’s emblematic collection began in 1966, when Henri Samuel, the eldest son of Fred Samuel, crafted a bracelet from braided halyard cables and fastened it with carabiners for his wife. After she received compliments on her husband’s spontaneous gesture, the Force 10 bracelet was born.
Force 10 takes its name from the Beaufort scale, which refers to storm-force winds measured by wind speed. As FRED describes it, the Force 10 is “the sportswear of jewellery”.
The effortless charm of FRED Force 10
What first propelled Force 10 into popularity was the rise of the French Riviera’s glamorous sailing culture. In the late 1960s and 1970s, Monaco’s jet-set crowd embraced a new era of “relaxed luxury”, where Force 10 stood out for its sporty yet refined aesthetic. Unlike traditional fine jewellery reserved for formal soirées, these pieces could now be worn in casual settings. The bracelet quickly found its way among yacht owners, royalties, and high-society figures across Saint-Tropez and Monaco, mirroring the rise of Riviera’s jet-set lifestyle.
FRED Force 10 over the years
Now in its sixth decade, FRED has expanded its iconic collection into an entire jewellery universe. New editions feature interchangeable elements, coloured cables, and diamond pavé buckles. It has also been reimagined in different forms, from varied sizes to creative collaborations.
Force 10 Winch
Further reinforcing the maritime motif of the line, FRED unveiled the Winch line in 2022. True to its name, the line draws inspiration from a sailboat’s winch, a sailing mechanism used to tighten ropes.
Force 10 XL
FRED presented its striking oversized buckle in October 2024. Its enlarged proportions brought a masculine allure, designed for those who dare to embrace its bold silhouette.
Force 10 Rise
Force 10 Rise was launched in 2025, with a three-row silhouette set with rectilinear diamonds. The result is a refined yet radiant aesthetic, dazzling for the free-spirited women.
Fred x Roland-Garros
FRED first introduced its collaboration with Roland-Garros in 2023, with designs inspired by the legendary clay tennis court. The linkup offers a new playground for FRED’s jewellery, allowing reinterpretation of bold colours, such as terracotta and red clay.
Celebrating 60 years of the Force 10
This year marks the sixth decade of the collection, and the maison continues to reinforce the maritime aesthetics with updates to its Force 10 Rise line. While its cable and buckle motif remains, the latest editions now come in yellow gold, in organic and rectilinear shapes, and stackable pieces.
Returning to the Paris clay courts for May 2026, FRED also unveils six new Force 10 creations in collaboration with Roland-Garros. Leading the release are the debut Force 10 Precious Small necklace and bracelet, adorned with a gradient of Mandarin garnets, yellow sapphires, and white diamonds inspired by the tournament’s clay, tennis balls, and court lines. The limited-edition bracelets feature engraved Roland-Garros logos and interchangeable braided cables in sunshine yellow, terracotta, red, and blue hues. Not to forget is the hidden Mandarin garnet detail on the reverse, blending sporting spirit with FRED’s signature casual-chic elegance.
A global impact, from jewellery to pop culture
In 2024, FRED appointed Jin of BTS as its global ambassador. The partnership reflects Jin’s polished yet youthful image, while introducing the maison to millions of fans worldwide.
Friend of the brand, Namtan Tipnaree, also joins FRED in celebrating the series’ 60th anniversary. The actress radiates both confidence and elegance, reflecting Force 10’s symbolism of strength and determination.
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