I reckon that is an awesome piece of marketing/PR for Watches of Switzerland. Nationwide coverage for the price of a window. A creative way to deal with the credit crunch.
The whole thing is just so ridiculous it wouldn't surprise me.
LOLWUT?
Who's going to view this article then think "Actually, I do need a new watch - maybe I should pop down Watches of Switzerland"?... You're more likely going to be getting people thinking "I should buy some sledgehammer-proof windows for my jewellery shop!"

quick punch, a phone pinched. You think an intelligent, rational thinking individual would try to rob a jewellery store in daylight with sledgehammers and an unmasked driver? The point being that neither yourself, or the guy filming could possibly predict how they were going to react.