Experience Santos De Cartier in a Whole New Light With Dubai Shopping Festival

Press release

Published January 13th, 2019 - 09:12 GMT

Luxury showcase

Transporting shoppers back to 1904, iconic luxury jeweller Cartier will participate in this year’s Dubai Shopping Festival (DSF) for the first time ever in celebration of the launch of the latest model of the legendary timepiece Santos de Cartier, announced Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai Tourism.

Showcasing at The Dubai Mall, Cartier will unveil a monumental popup structure, inspired by the innovative Alberto Santos Dumont airplane, in the brand’s first major public event starting 20 to 26 January. Enjoying a week’s location by the famed Dubai Fountain, the global exclusive activation will both educate and delight shoppers as it brings to life the historical first wristwatch created by Maison Cartier in 1904.

The statement installation of the Demoiselle airplane will allow visitors to discover the new Cartier Santos collection as well as the world aviation pioneer, Alberto Santos-Dumont who inspired the creation of the original pilot’s watch, through a series of experimental and immersive rooms. The showcase will present a multi-sensorial experience and the opportunity to hear the roaring engine of the Santos plane and some background recordings of the early flying coverage whilst encountering the subtle air generated from flying.

For more information, please visit www.mydsf.ae or @DSFSocial and #MyDSF for the latest news, information and events.

DSF is supported by strategic partners which include: Emirates Airlines, Emaar (The Dubai Mall), Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), AW Rostamani Group, Al Futtaim Group (Dubai Festival City Mall), Nakheel Malls (Ibn Battuta Mall, Dragon Mart 1, Dragon Mart 2), Dubai Duty Free, ENOC, Al Zarooni Group (Mercato), Meraas and Etisalat. The key sponsors include VISA, Emirates NBD and Jumbo.

Background Information

Dubai’s Department of Economy and Tourism (DET)

With the ultimate vision of making Dubai the world’s leading commercial centre, investment hub and tourism destination, Dubai’s Department of Economy and Tourism (DET) is mandated to support the Government in positioning the emirate as a major hub for global economy and tourism, and in boosting the city’s economic and tourism competitiveness indicators. Under this remit, DET is driving efforts to further enhance Dubai’s diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai’s vision to become the world’s best city to live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life, overall.

DET is the principal authority for the planning, supervision, development and marketing of Dubai’s business and tourism sectors. It is also responsible for the licensing and classification of all types of businesses, including hotels, tour operators and travel agents. The DET portfolio includes Dubai Corporation for Tourism and Commerce Marketing, Dubai Festivals and Retail Establishment, Dubai Industries and Exports, Dubai Investment Development Agency (Dubai FDI) and Dubai SME, as well as Dubai College of Tourism, Dubai Calendar and Dubai Business Events.