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The last time, that Joey Essex becomes the talked of the town was when he got robbed of his £10,000 Rolex.
However, Joey seemed to put on drama behind him as he was present during the new limited edition Surf scent Summer D-Reem yesterday. His friend Lucy Mecklenburgh was also there to support him. The TOWIE girl sported a tiny white bikini for the occasion.
Joey also got himself a new watch for the occasion - a similar gold design to the one that got stolen but with a black dial instead of a gold one.
According to a spokesperson of the ITV2 reality show star, the rolex was one of Joey’s collections.
Maybe it is waterproof since Joey was also wearing it when he was at the pool.
It appeared the Joey was in good spirits at the launch, despite recounting his mugging on Daybreak.
Joey believes that the thieves were already following him when they saw him.
The two criminals acted as fans. They even asked him for a photo with them as he tried to find a parking space in Hammersmith, West London.
After he had agreed to the photo, Joey was pushed to the ground. The robbers then ripped out of his £10,000 gold watch from the wrist.
He had explained what happened to him: '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 believes that he got targeted because they were jealous of him.
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.'
For the Surf photocall, yesterday, Joey was coupled by the pretty blonde model Charlotte and his friend, Lucy.
Joey is currently the latest TOWIE cast who have fallen victim to an attack.
Last October, it was Sam Faiers and her sister Billie who got beaten by a girl gang after a night out.
Lauren Goodger's Lauren Way salon was 'fire-bombed' in February, whereas Lydia Bright's Bella Sorella boutique was vandalized last week.
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