In a brazen broad-daylight attack caught on camera, a popular jewelry influencer known as “The Watch King” was assaulted, zapped with a Taser, and robbed of over half a million dollars’ worth of jewelry right outside his Queens home. The shocking incident, described by the victim as a “setup,” has left the online celebrity reeling and fearful for his safety. The event highlights the growing risks public figures face in an era where visibility often attracts unwanted attention.
A Targeted Heist Caught on Camera
Moshe Haimoff, 39, better known online as “The Watch King,” has made a name for himself as a high-profile jeweler with a client list that includes stars like Pete Davidson and Shaquille O’Neal. Boasting over two million social media followers, Haimoff is no stranger to flaunting extravagant pieces, from diamond-encrusted watches to flashy gold chains. But his success and public persona may have made him a prime target.
The incident occurred at around 10 a.m. last Wednesday in front of Haimoff’s residence in Queens. Surveillance footage shows a man dressed as a construction worker approaching Moshe Haimoff in front of his SUV. Without warning, the masked suspect pinned him to the ground. Within seconds, a second man, also masked and wearing a construction vest, joined in. The duo quickly began stripping the influencer of his expensive jewelry.
“They hit me with a Taser,” Moshe Haimoff said, recalling how the electric shock hit his right leg and caused it to give out. Despite the pain, he managed to move back toward his home where the encounter was captured on a security camera.
The robbers made off with a luxury watch valued at approximately $400,000, a chain, and three bracelets. One of the items—a necklace bearing his “WK” logo—was initially taken but discarded by the thieves who allegedly told him, “We can’t use this.” This detail further supports Haimoff’s belief that the attack was a premeditated setup rather than a random act of violence.
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The suspects escaped in a waiting silver Mercedes-Benz SUV driven by a third accomplice. The NYPD has since released images of the robbers and the getaway vehicle but as of Monday, no arrests have been made.
Life After the Attack: Fear, Security, and Reflection
For Moshe Haimoff, the aftermath of the robbery has been more than just financial loss. While he suffered physical injuries—cuts and bruises on his wrist and neck—the psychological trauma has been even more severe.
“I’m scared to leave my house now,” he admitted. “It’s my home, it’s where I feel the safest, but I can’t because now they know where I live.”
The emotional impact has forced him to take serious precautions. Haimoff now travels with private security around the clock and has increased the surveillance systems around his home. Each step outside his door is taken with caution, and he frequently looks both ways before approaching his vehicle.
Adding to his anxiety is the thought of how much worse the situation could have been. “Luckily I didn’t take my son to work that day,” Moshe Haimoff said, noting that his 13-year-old son usually accompanies him during the summer. “That could’ve been traumatizing for him—or worse.”
While he’s thankful to have survived, Haimoff is clearly shaken. “Thank God I’m alive. That’s all that matters,” he said with visible emotion. But despite the deep scars, he’s determined to not let this incident stop him from continuing his business and living his life.
“They’re not gonna stop my life, man,” he emphasized. “They’re not, they’re not.”
The Dangers of Fame in the Digital Age
Haimoff’s experience sheds light on the darker side of social media fame, especially for influencers in high-profile, wealth-centric industries. As “The Watch King,” Haimoff built a brand around luxury—often posting images and videos flaunting his valuable inventory and celebrity clientele. While such visibility is key to maintaining relevance and driving sales in the influencer economy, it can also act as a beacon for criminals.
The heist seemed disturbingly coordinated, with suspects dressed in construction gear to deflect suspicion and a getaway vehicle ready for a quick escape. That level of planning suggests the robbers had been watching Moshe Haimoff closely, possibly using his online posts to track his habits and identify his residence.
It’s a sobering reminder that influencers, especially those dealing in high-value goods like jewelry, are vulnerable in ways many of them may not anticipate. Even a seemingly innocent post showing a driveway, an SUV, or the layout of a home can provide clues to those intent on targeting them.
Moreover, the attack underscores how fame and wealth—particularly when prominently displayed—can be a double-edged sword. For every follower who admires the success and style, there may be another who sees it as an opportunity to take what isn’t theirs.
In the days following the robbery, fans and fellow influencers have shown support online, but Haimoff’s situation has sparked broader discussions about the balance between personal branding and personal safety. Some have even suggested influencers avoid tagging their real-time locations or sharing identifiable images of their homes and routines.
The NYPD continues its investigation and urges anyone with information to come forward. Meanwhile, Haimoff remains cautious but resolute in his decision to carry on.
“I was set up, I’m sure of it,” he stated. “But I’m not going to stop doing what I love. This is who I am, and I won’t let fear take that away from me.”
As for those responsible, they remain at large. But in an era where nearly everything is recorded, captured, or shared, there’s hope that the very digital tools that made Moshe Haimoff a target could also help bring justice to his doorstep.