Melbourne Embona Taskforce detectives are appealing for public assistance to identify two armed robbers who stole a number of Versace watches in a CBD jewellery store raid.

The incident happened at the Little Collins Street store when two men burst through the front door just after 4.30pm on 22 July.

One on the men approached a counter in the front of the shop and used a hammer to smash a glass cabinet, grabbing a number of expensive watches.

The second man, who was armed with a knife, stood at the door and held it open for a quick exit.

Both men were only in the store for 5 seconds before they both ran off along Little Collins Street.

Investigators believe the men got into a silver 1997-2003 BMW 530i sedan or a 525i series with a sports package.

The offender who smashed the cabinet was wearing an orange curly wig with dark-framed glasses, while his co-offender was wearing a dark-coloured beanie pulled down low on his forehead.