Key Points
- Convicted Offender: Brahim Keddad, 29, an international citizen from France, has been convicted to two years and four months (28 months) imprisonment at Southwark Crown Court.
- The Incident: Keddad tried to steal a Richard Mille RM 11-02 GMT Carbon Shanghai Limited Edition wristwatch worth £250,000 from Sun Tao, who is a tourist from China, in Mayfair.
- Police Intervention: Uniformed policemen, who were working on patrol on Jermyn Street, observed Keddad behaving suspiciously and stopped him right after the robbery attempt took place on Friday, 1 May.
- The Victim: In the course of robbery attempt, Mr Tao was pushed down, resulting in injuries to his leg and arm; afterwards, Mr Tao said that he felt unsafe walking around in London alone.
- Judicial Comments: Judge Nicholas Ainley stressed that the victim had been “terrified” by the unexpected violence of the assault, thanking policemen for their fast actions.
- Police Approach: The Metropolitan Police pointed out this incident as a good example of the effectiveness of their intelligence-led policing approach involving plain-clothed policemen.
London (The Londoner News) August 8, 2026 – A prolific offender has been sentenced to two years and four months in prison following a brazen, daylight attempt to steal a high-value luxury watch from a tourist in the heart of London’s West End.
Brahim Keddad, 29, was sentenced at Southwark Crown Court after admitting to the attempted robbery of Sun Tao, a visitor to the UK, on Jermyn Street in Mayfair. The incident, which took place on the afternoon of Friday, May 1, was cut short by the swift intervention of Metropolitan Police officers who were already in the area conducting a proactive, plain-clothed patrol.
How did the police apprehend the robber?
As reported by Tom Place, a news reporter for the Evening Standard, Brahim Keddad was being monitored by plain-clothed officers who had spotted him acting suspiciously on Jermyn Street at approximately 3.30pm. The officers observed Mr Keddad as he crept up behind the victim, Sun Tao.
According to the account provided in court by prosecutor Luka Staton, the defendant shouted, “watch, give me your watch,” before grabbing Mr Tao by the shoulder. The situation escalated rapidly as the offender attempted to physically wrestle the £250,000 timepiece from the victim’s wrist. During the ensuing struggle, Mr Tao was shoved and fell to the ground, resulting in injuries to his arm and knee.
The prompt reaction of the law enforcement presence proved critical. As prosecutor Luka Staton noted, “At some stage, Mr Tao managed to get to his feet, break free from the defendant and run away. Fortunately, this was observed by an officer in plain clothes who quickly approached the defendant, announced he was a police officer and detained him.”
One officer sprinted after the suspect, successfully detaining him with the assistance of a member of the public before calling for backup. Other units arrived on the scene within minutes to secure the arrest of Mr Keddad, who the court heard already possessed a criminal record featuring more than 20 previous convictions for theft and robbery.
What were the details regarding the rare watch?
The object of the attempted robbery was a Richard Mille RM 11-02 GMT Carbon Shanghai Limited Edition. Valued at approximately £250,000, the watch is highly sought after by collectors. Its value is derived from its rarity—as it was one of only 30 such timepieces ever produced—as well as its construction from lightweight carbon and its unique Shanghai-specific design.
How did the incident affect the victim?
The court heard that the traumatic experience left the victim significantly distressed. Mr Tao, a visitor from China, provided information to the court detailing how the encounter had left him feeling “anxious” and “not so safe any more to walk around on his own.” Furthermore, the victim expressed a new, heightened awareness regarding the risks of wearing valuable items while navigating the streets of London.
Addressing the severity of the incident, Judge Nicholas Ainley stated that the victim “must have been terrified by the suddenness of what happened to him, and the force used on him.” The Judge further remarked that the proactive actions of the police officer who intervened “might well have meant this offence was not completed.”
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What was the defendant’s response?
Brahim Keddad, a French national, pleaded guilty to attempted robbery. Following his arrest, the defendant offered a personal justification for his actions, stating, “I did it for my daughter.” The court was informed that Mr Keddad had been sending money back to France to support his young daughter and his ex-wife.
Beyond the 28-month custodial sentence, of which he is required to serve half in prison, it is understood that Mr Keddad is now facing potential deportation from the United Kingdom.
What is the Metropolitan Police’s stance on watch theft?
Detective Sergeant Andy Swindells, who led the investigation, emphasised the strategic success of the operation. “This case highlights the invaluable benefit of plain-clothed officers being on patrol,” he said. “We were able to spot and arrest Keddad within minutes, returning the valuable watch to its owner and preventing others who live or visit in London from being victims.”
DS Swindells further noted the broader downward trend in local crime figures, stating,
“Our work is having an impact, with neighbourhood crime – things like theft and robbery, down by 14% in the past year – the equivalent to 35,000 fewer offences reported across London.”
The Metropolitan Police have been increasingly focusing on intelligence-led patrols to disrupt criminal networks. According to data released by the force, this targeted approach has yielded results, with watch-related thefts in the boroughs of Westminster, Kensington & Chelsea, and Hammersmith & Fulham dropping by 50% in the first six months of 2026 compared to the same period in 2025. Additionally, across the wider capital, theft from the person has decreased by 23%, and personal robbery incidents have seen an 11% reduction.
“The Met continues to carry out intelligence-led patrols and targeted operations to identify offenders, disrupt criminal networks and protect the public,”
DS Swindells concluded.
“As a result, we’re getting more offenders like Keddad off the street.”
