Moped-riding thieves armed with MACHETES and an AXE today smashed their way into a luxury watch shop during a daring raid in broad daylight.

A gang-of-six raiders targeted Watches of Switzerland - which stocks Rolex and Cartier pieces worth tens of thousands of pounds - in London's Oxford Street just before 10am today when they descended on four mopeds.

Two robbers, whose faces were obscured by motorcycle helmets, burst into the store - after one moped was used to ram the front door open.

Once inside, the pair spent just a minute ransacking display cabinets as four others remained on the pavement armed with machetes and an axe.

(Image: Backgrid)

(Image: Backgrid)

The gang were filmed in broad daylight appearing to confront bystanders during the brazen raid on the capital's busiest shopping street.

At one point, the duo inside the store appear to be trapped, forcing the thieves to ram the door again with another moped.

Moments later the pair escape with one thief clutching a black-coloured rucksack, seemingly stuffed with stolen loot.

(Image: Backgrid)

(Image: Backgrid)

(Image: NIHO)

The gang then fled along Oxford Street on three mopeds, leaving one red-coloured vehicle abandoned at the store's entrance.

Footage captured inside the store, which was filled with smoke, showed two sledgehammers scattered on the floor.

Display cabinets were seen smashed with a number of watches seemingly snatched from them.

Police confirmed they were called to reports of a robbery.

(Image: NIHO)

(Image: NIHO)

A Met Police spokesman said: "Police were called to a commercial property in Oxford Street at 9.51am on Saturday, April 7 to reports of a robbery in progress.

"Officers attended. At this early stage it is believed that a number of persons on mopeds, possibly armed with metal bars, forced entry to the door of the venue and may have stolen stock from within.

"No persons are thought to have been injured during the incident.

"Officers remain at the venue and a crime scene is in place."

(Image: NIHO)

(Image: NIHO)

(Image: NIHO)

Another Watches of Switzerland store, in nearby Regent Street, was targeted in a similar daytime raid just weeks before today's robbery.

On March 18, a gang of moped robbers armed with sledgehammers and a samurai sword ransacked the jewellers shortly after 2pm and fled with a number of high-value items.

No arrests were made in connection with the theft - and there is no suggestion so far that the two raids are linked.