A man has died after reportedly being attacked for his designer watch during a broad daylight robbery at a shopping precinct. Emergency services were called to the Heath Way, in Shard End, Birmingham, after the victim was found in a critical condition at 2.55pm on Wednesday (15/3). Paramedics began administering life support to the man but he was confirmed dead at the scene as horrified families with children looked on. Witnesses said the victim, believed to be aged in his 50s, was attacked with a hammer or another weapon for his Rolex watch outside the row of shops. One onlooker, who wished to remain anonymous, said: "A 50-year-old bloke has been attacked with a hammer or something similar for his Rolex. "It was crazy, there were helicopters overhead and dozens of police and ambulances. All this was happening at the end of the school day. "There were kids around, its terrible. A blue ten has since been set up. It doesn't look good." West Midlands Ambulance Service said two ambulances, a paramedic officer and the Midlands Air Ambulance were sent to the scene. A service spokesperson said: "We were called at 2.55pm to an incident on Heath Way, Shard End, Birmingham. "Two ambulances, a paramedic officer and the Midlands Air Ambulance from Cosford attended the scene. "Upon arrival, we found a man in a critical condition. Ambulance staff immediately began administering advanced life support to him. "Unfortunately, it became clear that nothing more could be done to save him and he was confirmed deceased." West Midlands Police only confirmed they were responding to 'an incident' and have released no further details since Wednesday evening. A force spokesperson said: "We currently have officers at shops in Heath Way in Shard End while we respond to an incident. "There is a cordon in place and we’ll provide more information when we have a fuller understanding of what has happened."