Fred -

The affection for Argentinian sunlight and the sea profoundly influenced Fred Samuel's creations, serving as the primary inspiration for a lifetime of work. His innate aesthetic sensitivity, coupled with a revolutionary perspective on jewelry as an integral part of daily life, particularly for women, allowed him to establish a brand both timeless and uniquely distinctive. In 1936, self-described as a 'Contemporary Creative Jeweler,' Samuel asserted his commitment to modernity through striking jewelry, characterized by rounded and curved outlines.

The iconic Force 10 bracelet, born in 1966 has become a symbol of courage and self-confidence, infused with the family's passion for the sea. Reflects the Maison's avant-garde vision and suits various styles. The Force 10 collection, including the Winch line, blends steel cable and gold to embody endurance and strength. FRED's jewelry variations express a constant thirst for freedom, the great outdoors, and adventure.

The Maison's international success stems not only from its creativity but also from its mastery of traditional skills like setting, lacquering, and working with a diverse range of stones, from diamonds to quartz. The brand's expertise, coupled with ongoing research into innovative techniques and designs, allows FRED to continuously explore and define new possibilities in the world of luxury craftsmanship.