29 May 2026
Deuce is a Swiss brand specialising in tennis-inspired jewellery and accessories that is run by Master’s students at the School of Management Fribourg.
The brand, founded by students with a shared passion for sport, design and entrepreneurship, was born out of the "VentureS in Action" module of the MSc Business Administration programme specialising in Entrepreneurship. The idea behind Deuce came from a simple observation: tennis is not just about competition, but also represents an identity, memories and personal development.
The name "Deuce" refers to the 40-40 score in tennis, that moment of equal footing when everything can change in an instant, where pressure collides with opportunity. It perfectly embodies the spirit of the brand: a moment suspended in time, charged with emotion, that every tennis player knows all too well.
The brand’s first creation, the Bracelet Origine, is more than just an accessory. Each bracelet incorporates an authentic tennis string, and it is up to the player to imbue it with meaning and weave in their own experiences, victories and defeats. It’s a symbol of perseverance and discipline, designed and crafted in the Swiss Jura, reflecting the founders’ commitment to local craftsmanship and authenticity.
Looking ahead, the founders aim to establish partnerships with professional players to create exclusive collections where the string from a recognised athlete’s racket would transform each piece into a collector’s item combining both sport and emotion.
Find out more about the MScBA in Entrepreneurship:
Master in Business Administration, major in Entrepreneurship