Former Crystal Palace owner Simon Jordan, pictured, was robbed at gunpoint earlier today by a man on a motorbike

Former Crystal Palace owner Simon Jordan has been held up and gunpoint and robbed of his £100,000 watch as he drove through Croydon, south London.

Mr Jordan was driving in his Maserati along with his elderly father when he was attacked by a man on a motorbike.

According to a tweet, Mr Jordan said: 'Today I was robbed at Gunpoint in Croydon whilst driving my 80-year-old father from the doctors.

'Having a gun in your face being told he will shoot your f****** face off, not the best.

'He got a very expensive Franck Muller watch but will always be a t***.

'What's wrong with people.'

Detectives in Croydon have launched an appeal following the robbery.

A Scotland Yard spokesman said: 'Armed police attended and spoke to the victim - a man aged in his fifties - who explained how he was sat in his car when he was suddenly approached by a single male suspect on a motorcycle who pointed a gun at him and demanded his watch.

'The victim complied and the suspect who was wearing black clothing with a black a grey motorcycle helmet took the victim's watch and made off from the scene. He fled down London Road towards west Croydon.

'No arrests have been made. Enquiries continue.'

Croydon CID are leading the investigation.

DS Tim Walter from Croydon CID said: 'This was a terrifying ordeal and robbery of a man sat in his car waiting at a traffic light. The single suspect has pulled up alongside him and pointed a suspected handgun at him before making threatening demands for his watch.

Mr Jordan, pictured, said the raider pointed a gun directly at his face

Jordan, pictured, said he had a gun pointed in his face during this afternoon's raid in Croydon

'No other items were taken. Although shaken the victim did not require hospital treatment.

'My team are doing everything they can to identify the culprit and bring him to justice. This involves the recovery of local CCTV footage and ongoing forensic work.

'The item stolen is a rare white gold, blue faced Franck Muller watch. If you are offered this item for sale or have on information on its whereabouts I would urge you to get in touch.'

Anyone with information concerning this robbery is asked to call Croydon CID on 101 quoting CAD 3746/21March or Crimestoppers anonymously on 0800 555 111.