The former owner of Crystal Palace was robbed at gunpoint for his £100,000 watch as he waited at traffic lights.
Simon Jordon, 50, was out driving with his 80-year-old father than a man on a motorbike pulled up alongside the car, drew a gun and demanded he hand it over or be shot.
The robber then left with the rare, white-gold Franck Muller watch before armed police arrived at the scene in Croydon at 1pm on Wednesday.
DS Tim Walter from Croydon CID said: ‘This was a terrifying ordeal and robbery of a man sat in his car waiting at a traffic light.
‘The single suspect has pulled up alongside him and pointed a suspected handgun at him before making threatening demands for his watch.
‘No other items were taken. Although shaken the victim did not require hospital treatment.
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‘My team are doing everything they can to identify the culprit and bring him to justice.
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‘This involves the recovery of local CCTV footage and ongoing forensic work.
‘The item stolen is a rare white gold, blue faced Franck Muller watch.
‘If you are offered this item for sale or have on information on its whereabouts I would urge you to get in touch.’
Scotland Yard added: ‘Detectives appealing for information after a man was robbed at gun point have released an image of the watch that was stolen.
‘Police were called at approximately 1pm on Wednesday, 21 March to reports of a man robbed at gun point on London Road junction with Sumner Road, Croydon.
‘Armed police attended and spoke to the victim – a man aged in his fifties – who explained how he was sat in his car when he was suddenly approached by a single male suspect on a motorcycle who pointed a gun at him and demanded his watch.
‘The victim complied and the suspect who was wearing black clothing with a black a grey motorcycle helmet took the victim’s watch and made off from the scene.
‘He fled down London Road towards west Croydon.
‘No arrests have been made. Enquiries continue.’
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