Simon Jordan has told talkRADIO of the moment he was robbed at gunpoint while driving his elderly father to hospital in west Croydon.
The 50-year-old presenter had been stopped at a set of traffic lights on London Road when he was confronted by an individual on a motorcycle, who had demanded he hand over his £100k Franck Muller watch.
When Jordan refused, the man brandished a firearm and threated to 'shoot him in the face'.
He told Eamonn Holmes: "I'm trying to work out if I can push forward and traffic, if I can open the door, if I can do something to stop it from doing what he's going to do.
"And I suddenly realise that there's a distinct possibility he's going to shoot me, but more likely he may well end up shooting my father as well.
"So after about 14 seconds of this you know I took off my watch and gave it to him for which at that time he then sped off."
Armed police were on the scene within minutes of the incident, but have yet to make arrests.
Officers say he might have had an accomplice, and are appealing to the public for information.
See the full interview above.