A brazen attempt to steal a luxury watch worth a staggering £250,000 was thwarted in London’s affluent Mayfair district when plain clothes police officers intervened just moments after the suspect launched a violent attack on a tourist. The swift police action not only prevented a high-value robbery but also led to the capture and sentencing of a repeat offender with a lengthy criminal record.
The Incident: A Sudden, Violent Attempt in Central London
On the afternoon of April 30, **Brahim Keddad**, 29, approached **Sun Tao**, a Chinese tourist, from behind on the busy streets between Bury Street and Ryder Street in the St James’s area of Mayfair. Without warning, Keddad grabbed Mr Tao’s shoulder and attempted to forcibly wrestle a rare **Richard Mille watch** from his wrist. The watch, valued at approximately £250,000, became the focus of this violent confrontation.
During the struggle, Mr Tao was shoved violently and fell to the ground, sustaining injuries to his knee and arm. The ordeal left him shaken and anxious, especially about his safety while walking alone in London. The court heard how Keddad shouted phrases demanding the watch and used significant force in his attempt to steal the valuable timepiece.
Police Pursuit and Arrest of a Serial Offender
Unbeknownst to Keddad, his actions were being closely monitored by a team of plain clothes officers from the Metropolitan Police. Earlier, four officers had noticed suspicious behavior from the man and began following him. Around 3:30 pm, Keddad mounted a Lime bike and cycled through the streets before executing his attempted robbery.
Immediately after the attack, an undercover officer, along with a member of the public, gave chase. They quickly apprehended Keddad before he could escape, ensuring the safety of both Mr Tao and the valuable watch. Backup officers arrived shortly to assist, and Keddad, a resident of Islington, North London, was arrested on the spot.
The subsequent investigation revealed a troubling history: Keddad carries more than 20 previous convictions, primarily for theft and robbery offenses. His criminal record extends beyond the UK, with convictions in Spain and a three-year prison sentence in Belgium for theft and forgery, issued in his absence.
Legal Outcome and Broader Impact on London Crime
At Southwark Crown Court, Keddad pleaded guilty to attempted robbery. Judge Nicholas Ainley highlighted the terror Mr Tao must have experienced during the sudden and forceful attack. On Friday, the court sentenced Keddad to 28 months in prison, with a requirement to serve at least half of the term before eligibility for release.
Keddad expressed remorse following his arrest, apologizing and claiming his criminal acts were motivated by a desire to support his daughter. His defense attorney revealed that gambling debts had contributed to his repeated return to crime.
Alongside his prison sentence, Keddad faces likely deportation from the UK, reflecting the authorities’ stringent stance on foreign nationals who commit serious crimes.
Detective Sergeant Andy Swindells, leading the Metropolitan Police investigation, praised the rapid response of his team, stating they “were able to spot and arrest Keddad within minutes, returning the valuable watch to its owner and preventing others who live or visit London from being victims.”
This arrest comes amid positive trends in London’s fight against street crime. Metropolitan Police figures show a 23% reduction in street thefts across the capital, equating to over 23,000 fewer offenses. Robbery rates have dropped by 11%, nearly 3,000 fewer incidents than the previous year. Specifically, watch thefts in Westminster, Kensington and Chelsea, and Hammersmith and Fulham have plummeted by more than half during the first half of this year compared to the same period in 2025.
Why This Case Matters
This attempted robbery underscores the persistent threat posed by repeat offenders targeting high-value items in London’s upscale neighborhoods. The successful intervention by plain clothes police highlights the effectiveness of proactive policing in protecting residents, tourists, and their property.
Moreover, the case illustrates the broader challenges of combating organized and habitual theft, especially involving foreign nationals with international criminal records. It also emphasizes the importance of public vigilance and cooperation with law enforcement, as a member of the public played a crucial role in apprehending Keddad.
As London continues to reduce street crime through targeted enforcement and community engagement, cases like this serve as both a warning to criminals and reassurance to the public that the city’s streets can be safer.
Looking ahead, the combined efforts of law enforcement agencies and judicial authorities will be vital in maintaining this downward trend in crime, particularly in areas frequented by visitors and affluent residents. The swift justice delivered in this case sends a clear message that violent theft will be met with firm consequences.
