A well-known NYC jewelry influencer was ambushed outside his home, stunned with a Taser, and robbed of over \$550,000 in jewelry in a brazen daylight attack that left him bruised, fearful, and convinced the violent heist was a targeted setup.

A violent robbery in broad daylight has left one of New York City’s most recognizable jewelry influencers shaken, injured, and out over half a million dollars’ worth of bling.

Moshe Haimoff, widely known online as “The Watch King,” was ambushed outside his Queens home last Wednesday morning in an attack he now believes was orchestrated by someone who knew both his identity and routine.

The 39-year-old entrepreneur, who boasts more than 2 million followers across platforms and counts celebrities like Pete Davidson and Shaquille O’Neal among his clients, was leaving his house at around 10 a.m. on July 24 when two masked men disguised as construction workers attacked him on the street in front of his black SUV.

Surveillance footage obtained from his front-yard security camera shows one of the men approaching Haimoff under the guise of asking for help, before suddenly stunning him with a Taser and forcing him to the ground.

Moments later, a second masked man joins in, and the two proceed to strip him of his luxury jewelry—watches, chains, and three high-end bracelets.

“I’m scared to leave my house now,” Haimoff said in an interview days after the assault. “It’s my home. It’s where I’m supposed to feel the safest. But now? Now they know where I live.”

Haimoff said he’s convinced the heist wasn’t random. His suspicions deepened when he realized his next-door neighbor had left home just minutes earlier without incident.

“My neighbor walked out two, three minutes before me. Nothing happened to him. That’s why I’m sure I was targeted. I’m sure I was set up.”

The attackers were dressed to deceive, wearing reflective construction vests and carrying themselves like they belonged in the neighborhood. The attackers didn’t just steal indiscriminately either.

In an odd twist, Haimoff said they initially grabbed one of his signature necklaces but tossed it back after realizing it had his “WK” (Watch King) logo on it. “They threw it at me and said, ‘We can’t use this,’” Haimoff recalled, still visibly shaken.

After grabbing the rest of the jewelry, the suspects jumped into a silver Mercedes-Benz SUV idling nearby with a third accomplice behind the wheel. They were gone within seconds.

The total value of the stolen jewelry is estimated at around \$559,000, with the single watch alone worth nearly \$400,000, Haimoff said.

He suffered bruises to his neck and wrists during the struggle and was later taken to New York-Presbyterian Queens Hospital for treatment. Though his physical injuries were relatively minor, the psychological impact has been severe.

Haimoff, a father, said what haunts him most is that his 13-year-old son, who often accompanies him to work in the summer, stayed home that day by sheer luck. “Thank God I didn’t take my son with me,” he said. “Usually, he’s with me. I don’t know what would’ve happened.”

In the days following the attack, Haimoff has ramped up personal security and now travels with 24/7 protection. “I’m constantly looking over my shoulder,” he said. “Every time I walk to my car, I look both ways—twice.”

The brazen daylight robbery has raised concerns about the dangers public figures face when flaunting luxury goods and lifestyles online.

Haimoff is well-known for posting flashy content, often featuring limited-edition watches, diamond-encrusted chains, and behind-the-scenes moments with celebrities in his Manhattan Diamond District store.

His high-profile persona may have made him a magnet for criminals who track and study influencers before striking.

While police continue to investigate, no arrests have yet been made. Authorities are reviewing surveillance footage and canvassing the area for leads, including tracking the getaway vehicle, which was last seen heading westbound.

The incident echoes a growing trend of targeted robberies against influencers, jewelers, and celebrities who display wealth online.

Similar attacks have occurred in cities like Los Angeles, Miami, and London, where social media content has inadvertently helped criminals plan their moves with precision.

Haimoff’s loyal followers, meanwhile, have flooded his social media with messages of support and concern. Some have urged him to reduce the level of detail he shares about his personal movements and inventory.

“I love the glam, but not at the cost of your safety,” one fan wrote. Another commented, “Get better security and stay low-key. These people are watching.”

Despite the trauma, Haimoff has no plans to abandon his brand, which he built from scratch over more than a decade.

Starting as a small-time jeweler in New York’s competitive Diamond District, he rose to prominence by specializing in high-end timepieces and developing relationships with celebrity clients.

His viral videos—where he dissects the value of celebrity jewelry or customizes pieces for stars—have drawn millions of views.

“Thank God I’m alive,” he said. “That’s all that matters. But I’ll never feel the same walking out of my door again.”

For now, “The Watch King” remains homebound and under constant protection, hoping justice catches up with those who turned his safe space into a scene of fear.