Joey Essex poses for a promotion for Surf Summer D'reem liquid detergent before he lost his bling

Joey Essex is in shock after being mugged in London's Hammersmith yesterday.

The TOWIE star lost his £10,000 gold Rolex watch when two male robbers, posing as fans, knocked on his car window and asked if he'd pose for a snap.

'We did the picture and when I put some money in the parking ticket machine, the geezers got hold of me and threw me over,' Joey, 21, tells The Sun.

'It wasn't until I got up that I realised they had nicked my watch and when I hit on of them back, he got out a knife.'

Joey believes his attackers may have been following him for a while and his fans are relieved he escaped the incident unhurt.

'Thanks for all your support,' he tells his Twitter followers. 'I know your all there for me and I'm there for you all! Love you x.'

A police spokesman confirms: 'Officers from the Robbery Squad at Hammersmith and Fulham are investigating the incident.'

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