He has had a traumatic few days after being robbed at knifepoint and having his £10,000 Rolex stolen.
But today Joey Essex put the drama behind him to launch his new limited edition Surf scent Summer D-Reem today, with the help of his stunning TOWIE pal Lucy Mecklenburgh, who gamely sported a tiny white bikini for the occasion.
Joey also marked the occasion by wearing an entirely new watch - a similar gold design to the one that was stolen but with a black dial instead of a gold one.
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White delight: Lucy looked incredible in the bright bikini which emphasised her incredible curves
A spokesperson for the reality star said that the Rolex watch was another from Joey's collection - which he called his 'guilty pleasure'.
However, hopefully the new accessory was waterproof, as Joey declined to take the watch off as Lucy pushed him into the pool at the Brockwell Lido.
Joey appeared in good spirits at the launch today, despite recounting his mugging on Daybreak this morning.
The reality star believes he was followed by two muggers who recognised his car from the ITV2 show.
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.
White hot: Lucy showed off her stunning figure in a tiny white two-piece, teamed with a pair of sky-high wedges
Explaining what had happened, Joey said today: '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.'
Not many people look this good wet! Lucy came out of the water looking as gorgeous as ever after being pulled in
The TOWIE star added that he thinks the reason he was targeted was because the men were 'jealous' of his situation.
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 today, Joey was joined by pretty blonde model Charlotte, as well as Lucy, who looked stunning in a tiny white two-piece.
Who needs a holiday: The trip were seen sharing a cocktail together
Joey is the latest TOWIE star to fall victim to an attack.
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.
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