The robbery took place at about 1740hrs on Thursday, 12 June, and police are hunting for three suspects.
In a statement, the Metropolitan Police said the first of the three suspects arrived outside the premises from the direction of Oxford Circus at about 1740hrs. This man was “well dressed in a black suit and black trilby with a distinctive white band”, and was disguised with a curly blonde wig and make-up to conceal his identity, however police do not believe he was pretending to be female.
He was invited into the store by the security guard monitoring the door. Once inside the premises, this man produced a handgun which he pointed at the security guard.
He was followed inside by two hooded males wearing caps, face coverings and blue jeans. These two men struck the internal display cabinets with claw hammers. One of the suspects managed to force entry to the Cartier cabinet and placed a number of Cartier watches inside a holdall.
The three suspects ran from the shop. The man in the trilby was last seen in Beak Street; the two hooded males were running along Kingly St, W1.
Anyone who witnessed the robbery, or the movements of the men before or after the robbery, should call Crimestoppers on 0800 555 111. Police also want to hear from anyone who may have been approached by somebody selling the Cartier watches.