A man has died during a robbery after witnesses claimed he was attacked with a hammer for his designer watch.
Witnesses say the victim, named locally as Darren Smith, was attacked with a hammer for his designer Rolex watch at Shard End, a popular shopping precinct in Birmingham.
Friends of Darren said he had a "heart of gold".
Police said they are keeping an "open mind" around the motive for the attack and confirmed a murder investigation was underway.
A blue tent was erected as parents collected their children from a school nearby.
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.
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"There were kids around, its terrible. A blue tent has since been set up. It doesn't look good."
Tributes poured in for Darren, also known as 'Wiffa', and one person said he was "such a great guy".
One friend wrote on Facebook: "Coming home to the hear the shocking news of Darren Wiffa Smith, his life taken over a personal possession. awful news, rest in peace."
Another person said: "Absolutely gutted, such a great guy.
"I’ve got so many funny memories with you Wiffa until we meet again I will treasure them. Rest in eternal peace."
Two ambulances, a paramedic officer and Midlands Air Ambulance were all called to the scene.
Police said: "We've started a murder investigation after a man sustained fatal head injuries in Birmingham.
"We were called after a man was found seriously injured after being attacked outside shops in Heath Way, Shard End, just after 2.50pm yesterday."
The force continued: "The man was sadly confirmed dead shortly afterwards and his family have been informed.
"We'll be supporting them as much as we can at this deeply devastating time.
Police say they currently believe the man was the victim of a robbery and are reviewing CCTV footage in the area.
A cordon currently remains in place as the investigation continues.
A West Midlands Ambulance spokesperon added: "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."
