A gang of violent thugs smashed into a jewellery shops just metres from a performance by the Military Wives Choir on Oxford St, London.
The smash and grab attack on Leslie Davis jewellers happened at 10am on 20 December, as the choir sang to promote their song "Wherever You Are".
Two scooters pulled up outside the store as the helmeted thieves shattered windows with sledgehammers, activating the shop's smoke alarms.
The robbers then made off on their bikes with thousands of pounds worth of luxury watches, as Christmas shoppers gaped in horror.
The whole episode is said to have lasted less than two minutes, the billowing smoke frustrating the burglary. Julian Kobacs, 42, who was working as a security guard at an H&M store opposite the burgled jewellers told the Mail:
"They used big hammers, which looked like they weighed about five or 10 Kg, to try to hit the windows.
"I think they tried a few times and after they had broken the glass some white smoke started to come out from the window so they couldn’t see anything. The other guys got out and tried to help them.
"They tried to take some of the things from the shop but then some people hooted their horns and they ran back to their bikes and sped away."
Just a few doors down the Military Wives Choir were performing their poignant single in HMV, the current hopefuls for Christmas number one.