VM – Mido 2012 update

A PASSIONATE MAN

« C’est dans la passion que je puise mon inspiration »

The life of Fred Samuel is a modern-day epic.

As a citizen of the world, sportsman ahead of his time

and creative personality with innate business acumen,

he built his life far away from the beaten track.

1908, Fred SAMUEL was born in Buenos Aires.

His father had a jewellery store in Calle Florida in Buenos Aires.

In 1918, Fred came to Paris.

A PASSIONATE MAN

1936, Fred Samuel was 28 years old when he opened his first jewellery store in Paris, 6 rue Royale.

A PASSIONATE MAN

He became a great figure of jewellery. Success beckoned from the very beginning and his creations multiplied.

As Fred’s heart beat in time with the lively rhythm of his creative passion, the whole world listened.

A PASSIONATE MAN

1939. Already a father and a company founder, he chose to join the Foreign Legion during the Second

World War to defend his country and origins.

He fought to build a name and a reputation for himself.

A PASSIONATE MAN

From American stars to sovereigns, Fred’s clients became his friends.

A PASSIONATE MAN

50’ 60’ His creations but also his enthusiasm and his friendly personality made him a celebrity.

70’ 80’ He became an unavoidable personality of the Riviera in France, where he opened his

second shop.

A PASSIONATE MAN

1995, la maison Fred opened the second chapter of its history when it joined LVMH.

Mr Samuel thus acquired the assurance that his brand would remain and flourish within a group that was

protective of French traditions and expertise, which had been able to take luxury to new stratospheric levels.

CONTINUING THE PASSION

1999, la maison FRED opened the boutique 7, Place Vendôme.

The innovative spirit of the brand also shines forth in the shops.

Fred was the first great jeweller to design sales areas as veritable living spaces.

CONTINUING THE PASSION

Since 2002, Fred has opened a dozen or so new shops, throughout the world,

from Paris to London, via Tokyo.

CONTINUING THE PASSION

« My style is the expression of Enthusiasm and Freedom,

my trade demands

Rigour and Expertise and I draw inspiration from my Passion

for my work…»

It is the spirit that animates today la maison FRED

A WORLD OF CREATIONS

Fred was the specialist in pearls and colored gemstones.

A WORLD OF CREATIONS

1966 the first famous icon: Force 1O.

A tribute to his passion: boating

A WORLD OF CREATION

He also liked the innovative and modern combinations of materials.

From the beginning…

A WORLD OF CREATION

…to today.

A WORLD OF CREATION

Fred worked with artists.

A WORLD OF CREATION

Cocteau Buffet

Arman JP Goude

A WORLD OF CREATION

MOVE 1 Everything about it is different yet it’s so

FRED, it quickly becomes one of the great

timepiece classics.

SUCCESS This is also a strong and different, recognised

line, and indisputably emblematic of the brand.

FORCE 10 This is an everyday bracelet or symbol of

a certain art de vivre jewellery, for

women and men.

Today, FRED’s collection is rich in iconic creations.

A WORLD OF CREATION

And exceptional jewellery.

Colorful and creative.

A WORLD OF CREATION

THE EXPERTISE

Jeweller since 1936

Distinct creations in High Jewellery

Irreproachable Quality

Expert assembly and design

Intimate and opportunist character

History of surprise

Creation with no preconceived ideas

Multiple designers

Different stores for a new style of jewellery

EXCITEMENT

IN LIFE

Accessible Name

Modern and contemporary style

Fashion inspired

Perfect, flexible, design

Easy to live with products

EXPERTISE & PRESTIGE

The FRED Eyewear collection is designed using specific criteria to

ensure maximum preservation of the quintessential characteristics

of this prestigious brand.

We have carefully identified our consumers,

defined a design specific to the company,

conceived our products with the greatest rigour,

selected our materials using strict criteria,

and produced finishes that reflect our jewellery expertise.

WELL-INFORMED & DEMANDING

Our consumers live in worlds where beauty and refinement are

part of their everyday experience.

The products that surround them are faultless examples of good

taste in an environment where quality and beauty reign.

Well-informed connoisseurs, they travel the less trodden

paths of the luxury goods world and avoid overly ostentatious

products and brands.

Our Designers are fully acquainted with the FRED world.

Their expertise guarantees respect for the DNA of the brand.

They produce innovative models embodying refinement and elegance.

They draw the lines that will come to life in the hands of our prototypists.

DNA & CREATIVITY

Our eyewear is meticulously designed to the very last detail.

Each material and every technical feature is selected by our Designers after careful analysis so as to

produce the best performance and faultless beauty.

NOTHING LEFT TO CHANCE

A STRICT SELECTION PROCESS

All our materials are carefully selected and comply with specific

requirements.

They are subjected to advanced testing and must meet our

quality commitments which go beyond the requirements of CE

standards.

Our materials are of excellent quality, reliable and durable.

They are chosen to provide maximum comfort.

Our eyewear is decorated with precious metals: 18 carat gold, platinum, ruthenium, palladium.

Each eyewear component [temples, endpieces, etc.] has a 5-micron plating, which is greater

than the 3 microns required to benefit from the jeweller's hallmark.

JEWELLERY FINISHES

JEWELLERY FINISHES

We are the only ones to offer eyeglasses with plated metal.

For proof, all of our frames are stamped with

our jeweller's hallmark.

NATURAL & PRECIOUS

Ebony Mahogany

We have selected these two PRECIOUS WOODS both for their beauty

and for their physical properties.

NATURAL & PRECIOUS

Mahogany and Ebony are woods with a very fine grain allowing perfect polishing.

Their high density means they are unaffected by hygrometric variations (resistant to deformation).

NATURAL & PRECIOUS

Mahogany comes from Southeast Asia and is a rich colour

with brown and ochre notes.

Ebony comes from Southeast Asia and is finely streaked

with incrustations of crystal that make it sparkle in the light.

Our frames with wooden temples are supplied with a care leaflet

and a guarantee card certifying the origin and quality of the wood.

NATURAL & PRECIOUS

We offer a wide variety of excellent quality LEATHERS.

NATURAL & PRECIOUS

The skins are supplied by a Factory specialized in leather work for leading watch brands.

Varnished gloss finish and flattened scales for better durability.

Compliant with current chemical standards and dry and wet abrasion resistance tests.

Guaranteed origin. Sourced from certified breeding farms.

Alligator Iguana Shagreen

URBAN & CONTEMPORARY

URBAN & CONTEMPORARY

LACQUER, a finish of great beauty

Depth of appearance

Coloured lacquer is produced in several stages,

giving it depth and density of colour.

High gloss

The polished surface is extremely shiny and clean,

sitting flush with metal parts.

Impact- and scratch-resistant

A coat of resin is deposited over the colour, guaranteeing

excellent abrasion and friction resistance.

A highly fashionable material in the world of watchmaking, providing comfort and resistance

Quality. The rubber we use is the same as the one employed in high-end watchmaking

Comfort. The flexibility of rubber guarantees ultra-comfortable wear

Resistance. Its elasticity and natural strength make it highly resistant to all kinds of stresses (twisting, perspiration,

sebum)

Colours. Our rubbers are self-coloured, ensuring excellent fade resistance

URBAN & CONTEMPORARY

Combined with precious metals for even greater sophistication

Artisan production methods, using Mazzucchelli know-how dating back to 1849

Aesthetically pleasing and tactile, three-dimensional effect, brilliance and silky feel

Hypoallergenic, plant-based plastics derived from cotton flowers and wood

Hand-crafted and hand-polished, each frame is unique

URBAN & CONTEMPORARY

LENSES

LENSES

All our lenses are

MADE IN FRANCE

LENSES

PERFECT FINISHING

Hand-polished edges

Anti-reflective coating

Depth of 2.5 mm

LENSES

Quality guaranteed by

FRED logo

SUN LENSES

TOTAL PROTECTION against UVA & UVB

SUN LENSES

POLYCARBONATE POLARIZING

the best protection against reflected light and water

POLYAMIDE effective protection for everyday life

The best lenses for guaranteed protection

SUN LENSES

PERFORMANCE

Unbreakable, flexible, resistant to internal stresses.

Triple-layer anti-reflective interior violet coating

Category 2 or 3 solar protection, 100% anti UVA & UVB

POLYAMIDE effective protection for everyday life

Numerous colours and finishes

Solid: brown, grey

Graduated: brown, grey, blue, plum

With or without Silver Flash or Gold Flash

SUN LENSES

Polarized “film” is cast in the polycarbonate lens and directs reflected light at 45°

PERFORMANCE

Guaranteed effectiveness and visual precision

Intensifies contrasts for perfect definition of volumes and the environment

Hard to scratch: increased resistance to abrasion and scratching

Suitable for sports activities.

POLARIZED ORION COATING the best partner against reflected light and water

SUN LENSES

Internal & external protection of the lenses thanks to “EASY CLEAN” technology

WATER REPELLENT, OIL REPELLENT & SMUDGE-PROOF.

PERFORMANCE

Self-cleaning: grease, smudges and water don’t mark the lenses

Easy to clean: simply wipe the lens

POLARIZED ORION COATING the best partner against reflected light and water

DEMO LENSES

• Depth of 2.5 mm

• Anti-reflective coating

• Safety pad between the screw and lens for improved hold

• Hand-polished edges

• Lenses are supplied pre-drilled with drilling dimension cards

Although only for temporary use,

our demonstration lenses are subject

to FRED quality standards

QUALITY

The eyewear manufacturing tradition in the Jura region in France

laid the foundations for FRED Eyewear.

The impeccable world-renowned quality of FRED Eyewear is the result of more than a century of expertise.

MADE IN FRANCE

Each frame is unique and produced by master craftsmen

drawing on the traditions of the French eyewear industry.

A FRED frame requires more than 274 operations.

MADE IN FRANCE

Our frames are subject to scrupulous inspection procedures conducted by our personnel.

Our eyewear is provided with a two-year guarantee against manufacturing defects.

Each frame has an authenticity number that can be used to trace the product in each stage of its

manufacturing process.

GUARANTEE & TRACEABILITY

Guarantee certificate

supplied with all our

eyewear, ensuring

traceability of products

and materials.

COMMITMENT

All our eyewear bears the guarantee of a high jewellery house thanks to the presence of the FRED logo.

COLLECTION

ACCESS COLLECTION

Platinum, Ruthenium, Gold

Acetate, rubber

and a multitude of texture

gloss acetate - smooth rubber - textured rubber

Single-piece metal endpieces without

inserted or welded hinges

MECHANICAL PARTS

INTEGRATED AND INVISIBLE

TO A SLEEK DESIGN

ESSENTIAL COLLECTION

PREMIUM COLLECTION

Our consumers adore exceptional objects.

Their taste for refinement has no limits.

The eyewear in the JEWELLERY collection

features flawless craftsmanship and finishing.

The materials used

are of the very best quality.

They are selected and worked

with the greatest care.

We guarantee the perfect quality of our products

Eyewear guarantee card

Quality of finishing guaranteed for two years against manufacturing defects.

Certification of precious stones [information on carats, size, purity, colour]

Card certifying the quality of precious

stones.

All FRED eyewear benefits from a jewellery finish

We use Gold and Platinum, two highly-prized precious metals.

Our 5 micron plating is greater than the 3 microns required to benefit

from the jeweller's hallmark.

Each frame is stamped with the jeweller's hallmark guaranteeing a

luxury finish.

Our STONES, Diamonds, Sapphires and Rubies, comply with the standards used in HIGH

JEWELLERY.

They are cut in compliance with lapidary best practices

Their purity and colour are of extremely high quality.

The precious stones we select are of the highest quality.

The cut of the stone determines its brilliance.

Only a cut of ideal proportions can make a diamond sparkle.

In order to consistently offer stones compliant with this criteria of excellence,

FRED Eyewear uses the most experienced gem cutters

Brilliant Oval Radiant Marquise Heart Emerald Pear Princess Triangle

Crown

Pavilion

Girdle

The clearer a diamond is, the higher its value.

Although a white diamond may appear colourless to

the inexperienced eye, only very rare stones contain

no traces of yellow or brown.

The colour of the diamonds we select must be equivalent to at least G.

Blue White + D The diamond practically disappears against the grading board.

Finest White E

Fine White + F Slight traces of colour can be seen from the side.

Fine White G

White H Obvious colour from the side, difficult to see face up.

Commercial White I-J Colour visible face up.

Top silver Cape K-L Colour easily visible face up.

Silver Cape M-Z Colour very easily visible face up (sometimes the terms tinted colour 1,

tinted colour 2, tinted colour 3, tinted colour 4 are used to describe the

intensity of the colour).

The clarity of a diamond is defined by

the number and size of inclusions in the

stone.

Like any natural stone, almost all diamonds

contain flaws. A diamond is considered

"flawless" if no imperfections can be seen

under magnification (x10).

We only accept stones with a purity equivalent to VVS1.

FLAWLESS (FL) No internal or external flaws under 10x magnification.

INTERNALLY FLAWLESS

(IF)

No inclusions under 10x magnification; in practice less than approximately 5µm in size. The terms Pure and Loupe

Clean (LC) are also sometimes used.

VVS1

VVS2

Minute inclusion(s) that are very difficult for a skilled grader to see under 10x magnification.

VS1

VS2

Very small inclusion(s) that are difficult for a skilled grader to see under 10x magnification.

SI1

SI2

SI3

Small inclusion(s) that are easy for a trained grader to see when viewed under 10x magnification, but invisible to the

naked eye from the crown side. Clarity grade SI3 is not recognized by gemology laboratories (GIA, HRD, etc.) but it is

used by diamond dealers and appears on the Rapaport report SI= Small inclusion(s).

P1 Inclusion(s) that are very easy for a trained grader to see when viewed under 10x magnification, but difficult to see

with the naked eye from the crown side and which do not affect brilliance. P1 = Pique 1

P2 Large and/or numerous inclusion(s) that are easy to see with the naked eye from the crown side resulting in minor

loss of brilliance. P2 = Pique 2

P3 Large and/or numerous inclusion(s) that are very easy to see with the naked eye from the crown side resulting in

marked dulling of brilliance. P3 = Pique 3

The process, which has proved its worth in the jewellery profession,

offers numerous advantages:

- Excellent stone visibility & maximum light reflection

thanks to this technique which leaves the stones free of any overlapping material.

- Exceptional hold of stones even in the absence of prongs.

In use since 2002, the process has shown that it provides an enduring perfect hold.

We have chosen a setting process of outstanding quality

The LS® piqué setting is a completely revolutionary and innovative patented process.

Alternately feminine and masculine,

St Vincent Éclat offers an irresistible choice of fine

and precious stones.

Two precious stones enhance

the beauty of St Vincent

Pavé set with 32 precious stones,

St Vincent is available in three versions

with diamonds, rubies and sapphires

Thirty two precious stones

illuminate St Vincent

A luxury interpretation of the famous Force

10 shackle

Ten diamonds bedeck

the shackle of Force 10 Evo

A truly intimate and personal piece, Corail

embodies all the know-how of the FRED

House.

Two diamonds illuminate Corail

Stylised shackles in pure and

contemporary lines adorned with 102

diamonds.

A hundred and two diamonds

decorate the shackles of

Cayman

This frame sparkles with 83 diamonds and

proudly proclaims its jewellery status.

Eighty three diamonds

sparkle on Ellesmere

Ellesmere Prestige combines the sparkle of

precious finishing, the nobility of ebony

and the brilliance of diamonds.

Two diamonds illuminate

the blackness of the ebony

A hint of outrageousness for this

frame with 18 carat gold-plated lenses.

18 carat plating

adds sparkle to Sicile lenses

Sparkling and audacious, Pearls Prestige

is adorned with 11 brilliant diamonds.

Interplay between eleven diamonds

and gold or platinum pearls for this Pearls model

The gloss and depth of lacquer combined with

80 white diamonds for the most sumptuous of contrasts.

VM – Mido 2012 update