Around 10:45 a.m. Monday, two people went into the Jaeger-LeCoultre jewelry store at Madison Avenue between East 62nd Street and East 63rd Street.
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One man had a gun and ordered three employees to lay down on the floor, according to the New York City Police Department.
Here's full raw video of the incident, provided by the NYPD:
2 rob Upper East Side jewelry with store gun, claw hammer
Police said a second man smashed two display boxes with a claw hammer and took five watches valued at more than $300,000. The two men fled south on Madison Avenue and then east on East 62nd Street. There were no injuries reported.
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The first man is described by police as a white man, about 6 feet 4 inches and 240 pounds with a light complexion. He wore a black winter coat, black dress pants, baseball cap and sunglasses.
The second man is described by police as a white man, about 6 feet 2 inches, 190 pounds with a light complexion. He wore a gray winter coat, multi-colored ski cap, black pants, black Nike boots, and black sunglasses.
Anyone with information on the case is asked to call to call the NYPD's Crime Stoppers Hotline at 1-800-577-TIPS (8477) or for Spanish, 1-888-57-PISTA (74782).