An armed gang made off with watches worth £500,000 from Watches of Switzerland in a rush hour raid on the Oxford Street store.
Officers at the Met’s Flying Squad are appealing for witnesses to the audacious robbery that happened at 5.33pm on Thursday.
A spokesman for the Metropolitan Police said: “Three men entered the store armed with firearms before threatening staff members. They then stole a quantity of watches worth an estimated £500,000 from the shop before fleeing on foot.”
No one was injured during the incident and the suspects were all wearing dark clothing with hooded tops with their faces covered.
One witness to the robbery tweeted: “We just witnessed a live armed robbery on oxford street!! Watches of Switzerland on bond st. There were 3 guys in black one had a gun & was pointing it at people then the other 2 were smashing the windows with hammers & cutting off the watches from the display. Was like a film. Could hear the police coming. Thank God for rapid response”
Detective Chief Inspector Paul Johnson said: "I am appealing to anyone who was in the area at the time of this robbery to come forward and speak to police. I am particularly keen for any information from people who saw three men running from the Watches of Switzerland store in the direction of Grosvenor Square."
Anyone with information about this incident should call officers on 020 8785 8655 or contact Crimestoppers anonymously on 0800 555 111.