Among the many innovations in FRED’s repertoire, none shines quite like the Force 10. The collection stands as arguably its most recognisable and emblematic—a true reflection of the maison’s spirit. Referred by many as The Sunshine Jeweller, founder Fred Samuel was enchanted not only by the sun but also the sea, though surprisingly, it wasn't him who first conceived the iconic Force 10 line. That honour belongs to his son, Henri Samuel, who inherited his father’s maritime passion and channeled it into sailing. The sport’s influence is unmistakable in the collection’s iconic nautical cable and buckle motifs, forever tying the maison to the romance of the open sea.
But it’s not all sunshine and French Rivieras in the Force 10’s DNA—slithering somewhere between each tightly woven fibre, love is at its core. The original Force 10 piece was Henri's intimate gift to his wife (wink, wink). Now, nearly sixty years on, that same romantic impulse has evolved into something altogether more dazzling and swankier: the Force 10 Rise.
There’s much to dissect in the new collection: the buckle now gleams with a diamond pavé and a sleek line of gemstones, while the nautical cable is laced in lustrous pink or white gold. Together, they create a striking interplay of textures—rugged against polished, satin against gleam. Five key pieces define the collection, each leaning into FRED’s opulent aesthetic while inviting wearers to layer and stack them for personalised expression.
The band ring commands attention with its trio of interwoven gold rows. The necklace—a new addition to the Force 10 Rise catalogue—dances between simplicity and drama with its fluid design. The earrings—offered in half-moon motifs or hoops—play with geometry and motion. The half-moon designs offer a celestial curve against the skin, while the hoops bring a contemporary edge with their clean lines. And then there’s the ear cuff, which allows wearers to position it wherever they wish, creating opportunities to discover different silhouettes with every wear.
