A man is missing after falling off rocks at a notorious West Auckland Beach this afternoon.

Emergency services were called to Piha Beach just before 2pm after reports that a man fishing off rocks on the southern end of the beach had fallen into the water.

“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 was wearing a lifejacket at the time of the incident. He is also described as being of Asian descent.

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.”

Can you help? Anyone with information is urged to contact police on 105.

- NZ Herald