PARIS — An attempted armed robbery at Chanel’s fine jewelry and watch boutique on Avenue Montaigne was foiled on Saturday after a security guard intervened, prompting the four assailants to flee.

A spokesperson from Chanel confirmed the boutique had been targeted, and that a security guard was injured during the attempt.

The incident occurred shortly before noon local time at 42 Avenue Montaigne in Paris’ luxury retail district, home to flagships of leading fashion and jewelry houses.

Four individuals arrived on Yamaha TMax scooters, armed with rifles and an axe, and attempted to force entry into the boutique using their scooters as battering rams at the store’s entrance.

Their attempt was disrupted when a security guard managed to lower the metal security gate, preventing the attackers from entering. The four fled the scene immediately and police are continuing the investigation.

No customers were injured during the incident. The security guard sustained a minor injury from a blunt object and was treated by paramedics on site, and is currently receiving medical care.

“We immediately set up a support unit for the employees who were present. A police investigation has been opened, and we are fully cooperating with the police to assist them in their inquiries,” said the company in a statement to WWD. “We commend the swift action of the security teams and law enforcement, which enabled the attackers to flee without any material damage.”

The boutique remains closed until further notice.

The attempted robbery highlights a string of organized thefts targeting high-end boutiques in Paris, where luxury maisons have faced growing security pressures and increasingly bold break-ins.

Police have launched a search but have not disclosed further details about their burglars’ identities or potential links to other recent high-profile robberies targeting luxury retailers in the French capital.

The same Chanel boutique on Avenue Montaigne was previously hit in June 2024, when a car rammed the storefront and four thieves escaped with stolen goods. The vehicle used in the raid was later burned, and the robbery is still under investigation.

Another Chanel store on Rue Royale was ram-raided in October 2025, with 575,000 euros worth of leather goods stolen before the perpetrators fled. Two suspects were later apprehended and remain in custody.