Three men using sledgehammers were seen smashing the front window of Antony James Jewellers in Fife Road yesterday afternoon at around 5pm.
They made off with five watches, including three Rolex ones.
Antony James is a traditional family run jewellers with over 50 years of experience, originally starting off as a jewellery manufacturer and wholesaler of hand made jewellery, trading as Decroware ltd.
Sons Antony and James then took over the business.
Staff say reinforced glass made it harder for the thieves to take more than they did.
Anyone with information or camera footage should report it to Police on 101.