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MIAMI (CBSMiami)—New surveillance tape shows a smiling, well-dressed, young man who is known to charm clerks inside jewelry stores and then suddenly bolt with expensive Rolex watches worth tens of thousands of dollars.

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Now Surfside Police have identified Pedro Enrique Cuellar Valdes, 27, as the Rolex robber who struck a store in their city on Wednesday afternoon.

Authorities said Valdes is also a person-of-interest in robberies in five other cities, including Miami where one victim said he victimized his store in September.

Surfside Police said he stole two Rolexes worth $56,000 on Wednesday afternoon from Gray and Sons Jewelers.

“Obviously we feel violated,” said Rich Finlinson, the most recent victim and the manager of Gray and Sons. “We hope he will be caught. We hope the watches will be recovered. Sounds like he is a professional because of the way he is doing things. We hope a number of people will see his picture.”

Finlinson told CBS4’s Peter D’Oench, “We are offering our own reward of $5,000 and hope it will lead to his capture.”

CLICK HERE To Watch Peter D’Oench’s Report 

Surfside Police Detective Marian Cruz told D’Oench that their suspect was identified after two witnesses looked at their video and pictures.

“He is definitely very brazen,” said Cruz. “That’s why he’s wanted by multiple agencies in Florida. My concern is that if we don’t stop him right now, he’ll continue committing a crime.

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Michael Nissim, the manager of Brickell Jewelers in Brickell Village, looked at the new video and photos and said, “He’s very familiar. That’s the same guy who robbed us.”

Surveillance video from that store shows the man entering Nissim’s store on September 5th and also charming a clerk before taking off with two Rolexes worth $14,000.

“Unlike most criminals, this guy is very charming and very talkative,” said Nissim. “He’s in the store for up to an hour. Most guys are in and out quickly. He was there for a while. He knew what he was doing. It was surprising that he was so vocal, so charming to all the sales people. It’s unfortunate. I hope they catch him.”

Surfside Police have released new flyers of Valdes. Cruz said police have not been able to locate him.

Records show he was arrested in Polk County for driving with a suspended license and he was also arrested for credit card fraud and grand theft.

Valdes has a tribal tattoo on his left wrist and an arrow tattoo behind his left ear. Police say he’s 5’9” tall and 200 to 240 pounds.

Police said he took off in white, four-door Nissan after running out the front door of Gray and Sons on Wednesday afternoon.

Anyone with information is urged to call Surfside Police or Miami-Dade Crime Stoppers at (305) 471-TIPS (8477).


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Peter D'Oench