Four men robbed the Reeds Jewelers store on Maple Road in Amherst Friday evening, smashing display cases and taking "several high-end watches," Amherst police said.
The incident was first reported by WIVB.
Police said the thieves, who are suspected of being a professional crew, entered the Reeds at 4001 Maple Road at about 6:30 p.m.
There were staff and customers inside the store at the time of the heist and workers ushered everyone into a back room.
No threats were made and no weapons were displayed, police said.
The robbers fled in a red or maroon van with no license plate.
Investigators said the robbery lasted just three minutes and was "very methodical," said Amherst Assistant Police Chief Charles Cohen.
Amherst police asked anyone with information about the incident to call 689-1329.