CCTV has captured the moment that two robbers choked a man until he was unconscious to strip him of his £15,000 Rolex watch.
One of the men can be seen placing the 46-year-old victim in a chokehold while the second rips the expensive Gold Rolex Yacht Master jewellery from his wrist.
The thieves, both wearing hoodies, stormed into the office on Court Road, Greenwich on February 10.
The two suspects of the robbery
After the attack, the men ran out of the shop towards Middle Park Avenue, SE9 and climbed into a black Peugeot 206 containing another male and female, making off.
One suspect is described as a white male, 25 to 30 and of medium build with a goatee beard, while the other is described as white male, 38 to 40 years and of medium build with a scarred complexion.
Detective Constable Andrew Payne, investigating officer from Greenwich, said: "The suspects stood outside the van hire shop in broad daylight for some time, appearing to look at the price list before entering and violently attacking the victim, choking him to the point where he lost consciousness.
"Luckily the victim did not sustain any serious injuries and did not require hospital treatment.
"We have taken the decision to release the footage to show the level of violence used and ask the public for help in apprehending the persons responsible.
"We believe the victim was targeted by the suspects to steal his watch. We are keen to identify them and would ask anyone with information to come forward. If they are seen, do not approach and call 999 immediately."
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Anyone who recognises these men or can provide information on their whereabouts should call Detective Constable Andrew Payne from Greenwich Serious & Acquisitive Crime Unit on 020 8284 9449 quoting reference number 203578 (suspect 1) or 203580 (suspect 2) or call Crimestoppers anonymously on 0800 555 111.