Police are investigating a robbery at Currys PC World in London Road, Southend.
They were called shortly after 2.20pm today, Saturday July 25, to reports that four men had stolen items including Apple iPhones and watches.
They were believed to be carrying metal bars.
The suspects were wearing dark clothing and face masks. They are believed to have left the scene in a silver car.
Detective Inspector Stewart Eastbrook said: “Fortunately no-one was hurt but this was a frightening incident for staff and customers and we are determined to identify and arrest those responsible.
“The store is in a retail park near a busy junction leading to the A13 and there would have been a number of people and drivers who may have seen what happened or saw the suspects leave.
“We are keen to speak to anyone who saw what happened or has mobile phone or dash cam footage.”
Contact Southend CID on 101 quoting reference 42/111210/20.
You can also report online at https://www.essex.police.uk
Alternatively, you can contact independent charity Crimestoppers anonymously on 0800 555 111 or https://crimestoppers-uk.org