Eight high-value watches were stolen from the F Hinds jewellery store in County Mall, Crawley at around 2.30pm on Friday, August 18.
Police are investigating and have released CCTV images of people they want to speak to.
The Rolex watches have a combined value of more than £61,000.
A spokesman for Sussex Police said: “Enquiries are ongoing and officers believe the people pictured – four men and one woman – have information that could assist with their investigation.
“Anyone who recognises them, or who has any other information about the theft, is asked to contact police online or by calling 101 quoting serial 930 of 18/08.”