Cannes, which seems to have become a favorite with thieves, was struck with yet another high profile theft this Sunday as an armed man stole jewels worth 40m euros ($53m) from a posh hotel located on the ritzy Promenade de la Croisette.

According to BBC news, an exhibition of diamonds was hosted in the lobby of the Carlton hotel by the Moscow-based Israeli billionaire Lev Leviev, owner of the exclusive Leviev diamond house.

The local newspaper Nice Matin has reported that the robber took off with the jewels in a briefcase in broad daylight.

This comes just after two months of another heist that was pulled off in May where a thief outsmarted 80 security guards in a French Riviera hotel. The necklace that was stolen was worth a staggering $2.6 million. During the prestigious Cannes film festival in the May, another robbery had occurred where a safe containing jewellery worth $1.4 million by the famous Swiss jeweller and watchmaker Chopard, was stolen from a room at the Suite Novotel.