A new television series to be aired on the Pan Arab TV has roped in jewellery and watch retailer Damas, as the jewellery sponsor for its 60 episodes. The television series – entitled Ma Natafeg, which translates in English as ''We will never agree,'' will air beginning September onwards. It narrates the life and culture of the region, as such making Damas a perfect fit as sponsor, considering it holds a leadership in the industry in the Middle East..

Each episode of the series has the actors, both male and female adorn Damas jewellery, which the producers feel adds glamour and luxury to the characters.

The retailer will provide about AED 10 million in jewellery. Special designs have been created for the series, apart from exclusive collections like Damas Zaffa Bridal Collection, the popular Spring Collection, New Trends Collection.

Damas’ retails stores in Dubai Mall and at the Abu Dhabi Mall provided as shooting locations for the episodes. The collections featured in the series are being retailed at the Damas stores across the GCC.