By Emily Sheridan
As one of the stars of The Only Way Is Essex, Joey Essex is known for his glamorous lifestyle and expensive tastes.
But unfortunately, the club promoter discovered the negative side of fame when he was robbed for his Rolex watch at knifepoint yesterday.
The reality star believes he was followed by two muggers who recognised his car from the ITV2 show.
Flash: The Only Way Is Essex star Joey Essex, pictured at the Sugar Hut on June 14, has had his Rolex robbed from him
The two criminals posed as TOWIE fans and asked Joey for a photo with them as he tried to find a parking space in Hammersmith, West London.
After agreeing to the ruse, Joey was throw to the ground and his £10,000 gold watch was ripped off his wrist.
Speaking on Daybreak this morning, Joey said: 'Obviously it’s an everyday occurrence for me to get asked for a picture when I'm walking down the street, and I got asked for a picture. I said, "Yeah, that’s cool," and then as I turned around they sort of just jumped me.
'It’s like a normal thing for me to asked for a picture, so I thought nothing of it. It was just two normal men walking down a road, like 35-year-olds.'
Joey added: 'As I got up I was sort of self defending myself, and then they got the watch – they had a knife.'
The TOWIE star added that he thinks the reason he was targeted was because the men were 'jealous' of his situation.
New bling: Joey appeared on Daybreak this morning to talk about the incident, and already appeared to have replaced his stolen watch
Support: The club promoter had been flooded with messages of support after his ordeal became public
He said: 'People notice who we are, sometimes they see us…I don’t know, it’s all to do with jealousy and things like that in the end. People just react in different ways I suppose.'
Following his appearance on Daybreak, for which he was sporting a shiny new watch, Joey also took to Twitter to thank fans for their support.
Joey is the latest TOWIE star to fall victim to an attack.
Feeling the strain: Joey looked sombre as he left the ITV studios this morning following an appearance on Daybreak
That's better: But Joey later managed a smile as he headed home from the TV appearance
His girlfriend Sam Faiers and her sister Billie were beaten by a girl gang following a night out last October.
Lauren Goodger's Lauren Way salon was 'fire-bombed' in February, while Lydia Bright's Bella Sorella boutique was vandalised last week.