The street has maintained its reputation for luxury shopping into the 21st century, and has on occasion been regarded as the best retail location in Europe. In 2011, "Bloomberg News" reported that New Bond Street was the most expensive retail street in Europe after the Champs-Élysées in Paris. As a consequence, though, the street has many times suffered from armed robbery, as robbers are attracted by the high value of the goods. The Graff Diamonds robbery in Bond Street in 2009 resulted in an estimated loss of £40 million.