Four robbers on motorbikes hit the jeweler’s Rue de la Paix flagship on Thursday.
PARIS — De Beers London’s flagship on Rue de la Paix was attacked by armed robbers on Thursday.
Videos circulating on X show a black-clad individual with a weapon pacing in front of the store, with passersby moving away quickly.
Another clip shows police examining the entrance of the store, including investigators from the Brigade de Répression du Banditisme, a special police unit charged with investigating armed robberies, serious burglaries and scams, stolen cars and art thefts.
Sources confirmed the robbery was committed shortly after 11 a.m. and involved four heavily armed individuals who fled on powerful scooters. No staff present at the store during the incident was physically harmed.
Initial estimates reported by media place the value of stolen goods north of a million euros.
The Paris public prosecutor’s office has opened an inquiry for “armed robbery, committed as part of an organized gang.” Investigations are ongoing.
Contacted by WWD, a spokesperson for De Beers London confirmed a break-in had occurred on Thursday morning. In a statement, “The security and well-being of our staff and clients are our absolute priority,” they said in an emailed statement. “We confirm that there were no serious injuries and that we will be supporting all affected teams.”
The high-end shopping area was recently the epicenter of vandalism and looting during demonstrations in October, including the ransacking of a Christian Dior Perfumes boutique on Rue Saint-Honoré and damage to other prominent luxury brands including Burberry, Goyard, Graff and Louis Vuitton.
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