Another day, another TOWIE hate campaign!

The Only Way Is Essex star, Joey Essex, has had a £10,000 Rolex watch stolen when he was mugged by supposed fans.

This is the most recent even in a string of hate attacks on the cast of the popular ITV2 hit reality show, with Lauren Goodger having her salon fire bombed, Lydia Bright having a brick (or human, we aren’t too sure which) thrown through the window of her boutique and Sam and Billi Faiers being attacked on a night out.

But this time is was poor Joey Essex who was victimised when two men mugged him after pretending to be fans and posing to have their picture taken with the nightclub promoter in Hammersmith yesterday.

One of his attackers threw the reality star, who is currently dating co-star Sam Faiers, to the ground and snatched his watch.  When Joey retaliated and tried to defend himself the other mugger pulled out a knife.

Joey said: “I got a knock on my car window asking if I was Joey Essex and if I would have my picture taken.

“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.

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

It is Joey’s belief that the attackers may have been following him for some time, waiting for their opportunity to strike, having noted his car model and make from the show.

A police spokesman said: “Officers from the Robbery Squad at Hammersmith and Fulham are investigating the incident.”

Now, we are all guilty for using obvious jokes about poor Joey from time to time, but in this case we can’t help for the Reem character.   He may not be the brightest star in the sky, but he has a heart of gold, just a shame he no longer has a watch to match it.

We all send him our very best wishes!

Watch the official video for Joey’s first single, Reem, in the clip below: