The Jacksonville Sheriff's Office is trying to identify a man they said stole a $35,000 Rolex watch.

Police said the man went into a local jewelry store and looked at and tried on a couple watches.

They said when he had the Rolex watch on his wrist, he ran out of the store without paying for it.

Anyone who has any information on the man's identity is asked to call the Jacksonville Sheriff's Office at 904-630-0500 or Crime Stoppers at 866-845-TIPS.