Cartier has made some new developments in its marketing and corporate strategies. It has partnered with the 6th Dubai International Film Festival, as its ‘Official Jeweller’. The event is scheduled for 9th December, 2009 at the Madinat Jumeirah. The jeweller will present three iconic Santos 100 watches to three Honorees in the Lifetime Achievement Awards, from three regions of world of cinema – Arab, Indian and Western. Cartier will be the Grand Patron, to support the annual Cinema Against AIDS Dubai on behalf of amfAR, The Foundation for AIDS Research. Cinema Against AIDS Dubai is presented by the Dubai International Film Festival and sponsored by Dubai Pearl. %% HRH Princess Haya Bint Al Hussein, Wife of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of UAE, Ruler of Dubai will grace the event as honorary chair. To highlight this moment, Cartier will donate a limited edition Santos 100 watch with the Arabian Horse enameled motif. The Santos 100 watch, numbered as six from 20 pieces, to mark the 6th DIFF, was created in dedication to the UAE and a tribute to the House’s longstanding relationship with the country. %% At its corporate level, Mr. Louis Ferla has been appointed by Cartier Middle East, as the new Managing Director of Cartier Middle East & India. He took over the responsibilities from Patrick Normand, beginning November 1st. Mr. Ferla’s work portfolio covers retail and marketing; strategic planning, cost efficiency and operations management. He has been the Managing Director for Cartier Taiwan, working for around 15 years in the Greater China Region (China, Hong Kong and Taiwan) and 10 years at the Richemont Group.