Gethin Jones gets slap on wrist from BBC for breaching rules by showing off watches of Welsh firm he promotes on Morning Live

TV host is known for his heartthrob looks, smooth presenting style, Welsh lilt – and, increasingly, his collection of watches.

Jones, 48, has been spotted wearing different timepieces from the Welsh firm Clogau while presenting Morning Live.

However, The Mail on Sunday can reveal that the Cardiff-born star is a paid ambassador for Clogau – which pits him against strict BBC guidelines. 

The broadcaster's rules state that presenters 'must not appear on-air wearing clothing or using products or services which they have been contracted to promote'. 

BBC Studios said: 'We have clear guidelines around presenters' commercial activities, and Gethin has been reminded of these.'

Over the past eight months Jones has worn Clogau's watches prominently, including a £550 model with a stainless-steel case and black bezel that has been seen more than 30 times on the programme, most recently on Wednesday.

Another watch, costing £420, has a polished stainless-steel case plated with gold and comes with a black leather strap. 

He has also been seen wearing a stainless-steel watch with a textured black dial and contrasting silver-tone hands and numerals.

A source said: 'It is completely unacceptable. Stars are blatantly flouting the rules. Clearly, there is not adequate monitoring.

'Gethin has worn these pieces for months now, unnoticed by producers and line managers.' 

In fact, Jones has been the face of Clogau's men's jewellery range for a decade and has appeared in promotional campaigns for the firm, including a Christmas advert last year.

He regularly posts sponsored images promoting its jewellery to his 194,000 Instagram followers.

Jones, who anchors Morning Live with Helen Skelton, 42 – whom he is – is just the latest star to appear to breach BBC rules.

Monty Don, 70, was told off last month after he was after he appeared in an ad campaign for the firm.

The MoS recently revealed how the BBC .

In 2024, the BBC said stars were 'regularly reminded' of its rules after ex-Match Of The Day host Gary Lineker wore a T-shirt and jacket from his Next collaboration.