Originally established in 1936 by Fred Samuel, today the luxury Parisian jeweller is still creating wonders from its original Vendôme home while retaining Samuel's guiding principles: boldness and discipline. Now seen as a significant and inspired jewellery brand, FRED has boutiques worldwide, yet the brand has still retained its niche appeal. In 2012, the brand relaunched its iconic Force 10 collection, including the FRED Force 10 bracelet in white gold. Inspired by Samuel's love of sailing, the original 1960s creations were among the first pieces of jewellery designed to appeal to men and women. Named after the extreme gale-force wind and nautical by nature, black fibre-cable winds round the wrist on the FRED Force 10 bracelet in white gold, giving it a tough, industrial feel.