It happened just after 8:00pm at the Tourneau Jewelry store in the Plaza near Lord and Taylors.
Police say 5 to 6 men dressed in Middle Eastern looking clothing, smashed a display case and grabbed a number of high-end watches.
Chopper 6 was overhead as shoppers and employees evacuated the mall.
There were no reports of injuries.
The suspects remain at large. No word if the robbery is connected to other recent robberies in the area.
Officials say the common thread is that the suspects work fast, smashing glass cases and target expensive watches.
The value of the stolen watches has not been released.