with the jeweller. In 2015, Fred moved its main flagship to 14 Rue de la Paix in Paris after 15 years at number 7 Place Vendôme. In June 2017, the company opened its first boutique in China in Shanghai. In 2017, at the Viva Technology conference, the company unveiled "Atelier Fred", a digital tool that allows the "Force 10" bracelet to be customised by choosing colours, materials and precious stones. This innovation won three awards: the "Customer Experience Gold Medal" in the 2017 Marketing Excellence Award, the "Best Use of Technology" in the Grand Prix Stratégies and the "Connected Retailer Award 2017". In 2018 the management was entrusted to Charles Leung, assisted by Valérie Samuel, vice-president and artistic director since 2017, granddaughter of the designer. In 2018, the company's Tokyo shop moved to the Ginza District. Main collections 1966: Birth of the first "Force 10" bracelet inspired by the world of sailing and its cables, launch of the collection in 1978 and marketing of an interchangeable bracelet in 2007. 1988: Launch of the "Force 10" eyewear collection. 2000: "Success" collection. 2011: “Pain de Sucre” collection and marketing of an interchangeable ring in 2013. 2012 - 2015: “Riviera” collections including: Baie des Anges, Belles Rives, Une Ile d’Or. 2016: “8°0” collection, launched for the 80th anniversary of the House, which becomes “Chance Infinie” in 2020. 2019: "Ombre Féline" collection from the 1960 archives, worn by Princess Grace of Monaco and relaunched for the reopening of the Fred boutique in Monaco. 2020: "Force 10 #GoBeyond" collection in support of the Special Olympics association. 2021: Reissue of the "Pretty Woman" collection, named after the appearance of the necklace in the film of the same name in 1990. Historical collections Timepieces 1986: "1936" collection launched for the company's 50th anniversary. 1987: "Tigresse" collection. 1997: "Cut" collection. Jewellery/High-Jewellery 1989: "Les Fredy's" collection, "Mini-Fredy's" in 1995 and collaboration with Jean-Paul Goude in 2009. 1996: "Mouvementé" collection. 2005: "Diamond Tag" collection from the 1970 archives. 2011: "Kate Moss for Fred" collection. Iconic stones and designs 1977: "Soleil d’or", a yellow diamond of 105.54-carats. 1982: "Pretty Woman Necklace". 1984: "Sac Papillon", covered in black and white mother-of-pearl, set with brilliants and decorated with an engraved emerald. 1989: Coloured diamond brooch of which one is a heart cut diamond. 1991: "Broche Oiseau" brooch in diamonds and multi-coloured sapphires. Locations In addition to Paris, where Fred Joaillier has several showrooms,