A man is missing after falling off rocks at a notorious West Auckland beach this afternoon.
Emergency services were called to Piha Beach about 1.50pm after reports that a man fishing off rocks at its southern end had fallen into the water.
The incident happened at what is known as The Gap - a spot between Flat Rock and Taitomo Island.
Lifeguards immediately got an inflatable rescue boat and two jet skis into the water; while other lifeguards monitored on land.
“The police Eagle helicopter has conducted an initial aerial search, as well as search efforts from Surf Lifesaving New Zealand,” a police statement said.
“The man has not yet been located and inquiries continue.”
Appeal for any sightings shortly before fall
Police say the man, who was described as being of Asian descent, was wearing a lifejacket when he fell.
Authorities are appealing to members of the public who may have information about the man or anyone who saw him before 1.50pm.
“Please approach our staff in the area or contact police.”
Search and rescue teams from Surf Lifesaving NZ, the Piha Area Search and Rescue and police are continuing search efforts.
Can you help? Anyone with information is urged to contact police on 105.