A desperate daughter has pleaded for information after her dad went missing while walking his dog on Saturday afternoon (January 16).
Gareth Jones, 69, was last seen buying dinner at a fishmongers in Hove at around 1pm while walking his cockapoo, Connie.
Daughter Rhian said her dad had planned to come home to watch Brighton Albion take on Leeds at 3pm, but never returned.
At 5pm, his worried wife called Sussex Police to report her husband missing.
Rhian told Sussex Live: "He's with his dog who is his best friend, he's a really well known local guy, he's always walking along the beach and he walks quite far.
"He's wearing a really recognisable blue puffer coat, a woolly hat and tracksuit bottoms."
She added: "He said to my brother that he was going out to get the fish and walk the dog in time for the Brighton football game so that was kick off around 3pm.
"So he was in good spirits he had the intention of going home and cooking the food he had bought and watching the football."
Gareth is described as white, 5ft 10in tall, of medium build and bald, and was walking the brown cockapoo dog when he was last seen.
Police began searching for Gareth on Saturday night, calling in helicopters and the coastguard to try and find him.
This morning, search teams started combing the Hove seafront for signs of the missing dad and pup.
Rhian took to Facebook earlier today (January 17) to update worried friends and locals on the search for her dad.
She wrote: "All eyes and ears and willing helpers much appreciated in getting our dad home safe."
Sussex Police said in a tweet this morning: "We are still urgently searching for missing Hove man Gareth Jones.
"When last seen, he was walking his dog and wearing a blue puffer coat as in this photo, grey tracksuit bottoms with white stripes down the legs and a navy beanie hat."
Anyone who has seen Gareth should call 999 quoting serial 928 of 16/01.
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