10 Seconds. Four Rolexes. $1.35 Million Gone.
Two men smashed a display case in a Tokyo watch shop and vanished on an electric scooter — a lightning heist that says everything about why Rolex is now the most-stolen name in luxury.
A daylight smash-and-grab, over before anyone could react
Just before noon on Tuesday, August 25, two men walked into a first-floor watch shop inside Tokyo's famous Nakano Broadway complex — a store specializing in high-end brands like Rolex. Seconds later, one of them swung a hammer into a glass display case near the entrance. In a burst of motion that lasted roughly ten seconds, the pair snatched four luxury watches worth an estimated ¥200 million — about $1.35 million — and bolted.
Five staff members were inside. No customers were present, and no one was hurt. Responding officers found the floor littered with shattered glass and recovered the hammer the thieves left behind. Witnesses described chaos: "I heard a loud smashing sound, and when I wondered what happened, I saw two men running away," one bystander told Nippon News Network. One suspect sprinted off on foot; the other made his escape on an electric kick scooter. Both were described as men in their twenties, roughly 170 cm tall, dressed in gray and black with face masks. The manhunt is ongoing.
Two men are suspected of stealing four luxury watches worth a combined 200 million yen, or about $1.3 million, from a watch store in Tokyo’s Nakano Broadway shopping complex. PHOTO CREDIT: Nippon TV Tokyo What we know so far
| Location | Ground-floor watch shop, Nakano Broadway, Nakano Ward, Tokyo |
| Date & time | Tuesday, August 25, 2026, just before noon |
| Method | Hammer used to smash a glass case near the entrance |
| Taken | Four luxury watches, high-end brands including Rolex |
| Estimated value | ¥200 million (roughly $1.35 million) |
| Duration | Approximately 10 seconds inside the store |
| Getaway | One on foot, one on an electric kick scooter; a scooter later found ~350m away |
| Status | Both suspects at large; Tokyo Metropolitan Police investigating |
This wasn't random — Rolex is a target for a reason
A ten-second heist of four watches is not opportunism. It's a business model. And it points straight at a number that should stop any collector mid-scroll: in 2025, Rolex accounted for 51% of all reported luxury-watch thefts and losses worldwide, according to The Watch Register, the industry's largest stolen-watch database. No other brand comes close.
The reason is uncomfortable but simple. The same qualities that make a Rolex a brilliant thing to own also make it a brilliant thing to steal: instant name recognition, a deep global secondary market, and prices that hold — or climb. A stainless-steel sport Rolex is, functionally, a small bearer bond you wear on your wrist. It's liquid, portable, and anonymous once the papers are gone. That liquidity is exactly what a thief is counting on.
"A modern luxury watch is one of the few objects a person can carry that is small enough to slip in a pocket, valuable enough to change a life, and liquid enough to sell before lunch. That combination is what draws the hammer."
— The Forever Rox Watch Desk
The scale is genuinely startling. The Watch Register logged roughly 10,000 lost or stolen watches in 2025 — an average of one every hour — with the total value of missing pieces reaching a record £1.7 billion. Tokyo's Nakano heist is a single, vivid data point in a global pattern that has pushed insurers, retailers, and collectors to rethink how these objects are stored, shown, and shipped. For context on the sums involved at the very top of the market, look no further than the F.P. Journe that just sold for $13.9 million — the ceiling on watch value has never been higher, and neither has the incentive to steal.
The global watch-theft picture
| Metric | 2025 figure |
|---|---|
| Watches reported lost/stolen | ~10,000 (about one every hour) |
| Total value missing | £1.7 billion — a record |
| Most-targeted brand | Rolex — 51% of all thefts and losses |
| Watches identified via database | 1,375 (up 21% year over year) |
| Physically returned to owners (H1) | 87 pieces (up 14%) |
The rising recovery figures are the hopeful side of the ledger: a registered, well-documented watch is dramatically easier to trace, flag, and return than one with no paper trail. Which brings us to the part every owner can actually control.
Protecting a watch you actually wear
You don't need a vault the size of Nakano Broadway to be smart about a valuable timepiece. A few habits do most of the work — and they matter just as much for a treasured heirloom Rolex as for a new one.
Document everything
Keep the box, papers, and serial number recorded and stored separately from the watch. A current appraisal and clear photos are what let a database — and your insurer — actually help you.
Insure to value
Prices move. A watch appraised five years ago may be badly under-covered today. Schedule high-value pieces specifically, and refresh the valuation periodically.
Read the room
Most street thefts are grab-and-run in predictable places — travel hubs, valet lines, crowded events. A little situational awareness, or a discreet second watch for high-risk days, goes a long way.
Buy and service traceably
Purchase from established jewelers, keep service records, and register your watch. A documented ownership history protects value and makes a stolen piece far harder to resell.
If you own a serious watch and have never had it formally valued — or you're considering buying one — a proper appraisal and documentation is the single most useful thing you can do. And if you're curious what actually drives the value criminals are chasing, our reference deep-dives, like the one on the Rolex Yacht-Master II, break down exactly why these pieces hold their worth.
Fine timepieces, properly cared for
At Forever Rox Fine Jewelry in Incline Village, we've spent four decades helping Lake Tahoe collectors buy, sell, appraise, and service watches and jewelry the right way — with documentation that protects both the piece and its owner. Whether you're adding a Rolex to your collection or finally getting an heirloom appraised and insured, our team can help you do it properly. Browse our watch collection or stop by the showcase.
Own something worth protecting?
From expert appraisals to trusted buying and selling, Forever Rox Fine Jewelry has served Lake Tahoe since 1984. Let's make sure your timepiece is valued, documented, and cared for.
Explore WatchesQuestions collectors are asking
What exactly happened in the Tokyo watch heist?
Just before noon on August 25, 2026, two men entered a watch shop inside Nakano Broadway in Tokyo, smashed a display case with a hammer, and grabbed four luxury watches worth an estimated ¥200 million (about $1.35 million). The whole theft took roughly ten seconds. No one was injured, and both suspects fled — one on an electric kick scooter — and remain at large.
Why is Rolex the most-stolen watch brand?
Rolex accounted for about 51% of reported luxury-watch thefts in 2025. The brand is targeted because it's instantly recognizable, holds its value strongly, and has an enormous, liquid global resale market. That makes a stolen Rolex easy to move — essentially a portable, high-value asset — which is exactly what thieves want.
How big is the luxury watch theft problem globally?
Very big. The Watch Register recorded roughly 10,000 lost or stolen watches in 2025 — an average of one every hour — with the total value reaching a record £1.7 billion. Recovery is improving, with 1,375 watches identified through the database that year, but the scale of theft continues to grow alongside rising watch values.
How can I protect my own luxury watch?
Document it thoroughly: record the serial number, keep the box and papers stored separately, get a current appraisal, and take clear photos. Insure the watch to its true current value and refresh that valuation over time. Register the piece, buy and service it through established jewelers, and stay aware in high-risk settings like travel hubs and crowded events.
Does documenting a watch actually help if it's stolen?
Yes. A watch with a recorded serial number, appraisal, and photos can be entered into stolen-watch databases and flagged to dealers, pawn shops, and auction houses. Recoveries are rising precisely because more owners keep good records — a documented watch is far harder to resell and far easier to trace and return.
Can Forever Rox appraise or insure my watch?
Yes. Forever Rox Fine Jewelry in Incline Village offers professional appraisals and documentation, plus trusted buying, selling, and service for fine watches and jewelry. A proper appraisal gives you the paperwork you need for insurance and protection. Call (775) 831-4544 or visit us at Lake Tahoe to get started.
