The gang arrived at the Regent Street store on three mopeds, when three of them entered the store smashing through glass cases containing high end jewellery.
The raid took place at around 7.20pm and lasted for three minutes. The men were said to be armed with bats, machetes and hammers.
The police initially reported that gang made off on only one of the mopeds as one was abandoned and the other crashed. However, this statement was made by a single eyewitness.
Forensic officers examined a black Vespa scooter which is believed to be the gang’s abandoned vehicle.
DC Matt Hollands from the Met’s Flying Squad said: “We are following up a number of active leads on this live investigation. This raid was targeted and lasted only a few minutes.
“My team are busy collecting witness accounts and recovering vital CCTV footage of the burglary at the store and of the suspects leaving the scene. We know that the group panicked and rode recklessly in different directions to escape.”
He added: “Thankfully no members of the public were injured. I’d like to appeal for those who saw the individuals involved, either at the scene or fleeing, to get in touch with police and send us any images and footage that they have.”
The store is currently closed and so far, no arrests have been made.
Anyone with information is asked to call the Flying Squad on 0208 785 8655. To remain anonymous contact Crimestoppers anonymously via 0800 555 111, or visit crimestoppers-uk.org.