A man has told how he was punched three times in the face in a Norwich street by an attacker who tried to rob him.

The 39-year-old victim was working in Bessemer Road, Lakenham, when he was set upon.

The father-of-three, who does not want to be named, arrived by car for a sales appointment on Bessemer Road, adjoining Hall Road, at around 11am on Wednesday.

He said: 'The road was very quiet, with no one about, but I didn't feel uneasy because it was the middle of the day. A man, who was about 6ft tall, was walking towards me and asked for the time'.

The victim looked at his watch and responded and the attacker then asked if he could borrow �10.

The man added: 'I said 'no' and that I had no money on me, but I knew from that moment it was going to go downhill.'

He said the thief then demanded his watch and added: 'Without even waiting for my response he went for my briefcase, I pulled away, and then he gave me three punches to the left side of my face.'

The victim, who has dark bruising around his left eye and cheekbone, said: 'I think that because I was wearing a suit and glasses he thought I was an easy target, but I punched him back, he yelped, swore at me, and ran off empty-handed towards Sandy Lane.

The offender, who was between 20 and 25-years-old, was wearing a light grey hooded top with a yellow letter or number on the front, blue jeans, and had some teeth missing from his upper jaw.

'He was clearly an opportunist, he saw me, and thought I was a soft touch,' added the victim

Officers want to speak to anyone who may have witnessed this incident or seen the offender afterwards, or anyone with any information about this attempted robbery.

Calls should be made to DC Craig Brooke at Norwich CID on 101 or Crimestoppers anonymously on 0800 555 111.

Do you have a crime story for the Evening News? Call Evening Newsreporter Peter Walsh on 01603 772436 or email peter.walsh@archant.co.uk