PARIS — Fred is adding a layered read of its Force 10 aesthetic with a new line called Force 10 Rise, which stacks its cable, buckle and a line of diamonds in one neat design.
For the Parisian jeweler, it’s a way to draw more female consumers to its universe while expanding the style range of its long-standing design, which will celebrate its 60th anniversary next year.
Valérie Samuel, vice president and artistic director of the Parisian jeweler, said the new design revisits the Force 10 signature with a feminine, elegant angle meant for everyday and stacking.
“It’s a complement to the Force 10 bracelet, which is really the house icon and already has plenty of different wear options [thanks to] its versatility, its interchangeability,” she said.
It also plays on existing variations in the Force 10 collection such as the three-row necklace.
“We almost come to simplify the life of our clients because you already have an impression of stacking [in the Rise design] because we have the three elements which are associated in this ensemble.”
Set to launch Monday, the Force 10 Rise line spans rings, necklaces, earrings and ear cuffs for a total of five designs. The diamond-set pieces are available in rose or white gold.
Expected to appeal to fans of Fred’s iconic design, Force 10 Rise is also “a path into the story of Fred…that offers from the onset the main codes of the house, namely the cable and the buckle,” said chief executive officer Vincent Reynes.
Designs for the Force 10 Rise.
Courtesy of Fred
For the executive, who took the helm of the Parisian jeweler owned by LVMH Moët Hennessy Louis Vuitton in September, Rise launches on the back of a good performance in 2024 and a solid start to 2025, both despite a challenging luxury landscape, particularly in China.
“I really feel that it’s in particularly challenging moments that on the contrary, you need to accelerate — when you have a story to tell,” he said.
In addition to extending the Force 10 story further style-wise, it is also meant to bolster the average basket size. While the whole collection starts at 1,150 euros for a slimline bracelet with a minute buckle motif and goes up to over a million euros for its high jewelry designs, most of its models currently sit in the low four-figure range.
Prices for the Rise line range from 2,350 euros for a rose gold ear clip with diamonds and goes up to 13,800 euros for a pair of large hoop earrings in diamond-set white gold.
But Reynes highlighted that it wasn’t a price-driven elevation move. “It’s also by being more creative and reusing the codes and brand signifiers in more creative ways,” he said. “Clients today expect more creativity, more innovation from houses to justify a price — whatever the amount may be, ultimately.”
