A 21-year-old man was attacked with a hammer in Dudley before having a gold £40,000 Audemars Piguet watch he was given as a birthday present ripped off his wrist while a gun was held to his head.
West Midlands Police believe the thieves deliberately targeted him as they knew he was wearing the expensive timepiece, which is also worn by celebrities and sports stars including Jay Z, Lionel Messi and Kim Kardashian.
The victim was hit with the hammer as he walked along Charles Hayward Drive in Sedgley on 28 April. He was approached by two hooded men as he walked along the road with a friend at 8.30pm before one of them threatened him with a handgun.
The man was not seriously injured and was treated in hospital for minor cuts, bruising and swelling and released later the same day.
Detective Constable Stephen Judd-Ingram, from Force CID, said: "This is a shocking and totally unacceptable attack, and we are determined to catch all those responsible. It appears that the victim was specifically targeted, and although there were two offenders we believe that a number of other people were involved."
Anyone with information regarding the location of this watch or those involved in the robbery are urged to contact Det Con Judd-Ingram at Brierley Hill police station on 101 or email email@example.com.