Style Edit: Fred jewellery CEO Vincent Reynes on 90 years of Riviera glamour

Luxury group LVMH’s jewellery portfolio comprises brands such as Bulgari, Chaumet and Tiffany & Co. but its first jewellery acquisition was a relatively little-known French jeweller named Fred.

Founded 90 years ago by Fred Samuel, who moved from Argentina to France at the age of 16 to study jewellery, the brand quickly became known for elegant jewellery for everyday wear. Its sunny aesthetic – informed by Samuel’s Argentinian background and his love for sailing – made the house stand out among the traditional jewellers based in and around Paris’ Place Vendôme. To this day, Fred is more associated with the vibrant vibe of the French Riviera than the often intimidating milieu of Parisian haute joaillerie.

LVMH acquired a majority stake in Fred in 1995 before taking full ownership of the maison. While Fred is smaller than its sister brands at the group, it has built a loyal following in Asia, especially in Japan, where it has been present since the 90s.

That pivotal pop culture moment led to the creation of a range inspired by the film, but the brand’s bestselling line is Force 10, a nautical-inspired collection first introduced in 1966. Consisting of a braided cable held by a buckle, the range – especially its bracelets – is the de facto icon of Fred, equally popular among men and women, a rarity in the jewellery field, as Fred CEO Vincent Reynes explained in a recent interview in Paris.

Reynes, who joined the brand in 2024 after working at Bulgari in Japan, sees Fred’s relatively low global awareness as an advantage. “The market is extremely polarised by major brands, the big international brands, and I do believe the market needs alternatives,” he says. “Fred being very strong first and foremost on bracelets, it helps us to engage the client with a proposition that is not seen by everybody or on everybody. I do believe in this idea of being an alternative, a very credible alternative, in this market.”

Reynes adds that Force 10’s versatility and its wide appeal across genders and demographics is an invaluable asset. “We have a piece of jewellery, Force 10, that is wearable by men and women. That’s a strength and one of the reasons why we are a strong alternative to many other brands. Force 10 is an incredible chance for Fred. How many brands have an icon in their portfolio? The cable, which is extremely important, is the link so we are continuously building on the bracelet but we are expanding Force 10 into various [iterations].”