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Pic Kim Kardashian's best buddy was roughed up by a wannabe mugger soon after Instagramming his $500,000 gold watch in a flash cafe, according to a New York gossip column.

Jonathan Cheban, who frequently appears on the execrable reality show Keeping Up with the Kardashians, was busy chowing down on an alfresco lobster lunch at the restaurant 75, in the New York state's posh Hamptons district, when the would-be thief apparently struck.

Cheban had boasted online about his expensive nosh and posted pictures of the fish food – as well as a shot of the exorbitant Jacob & Co. watch, embedded below.

Beneath the picture of his tacky timepiece, Cheban wrote: "I think I overdressed my wrist today with my @jacobandco ... 22 karat's is a bit much for daytime LOL."

A passerby appeared to agree and approached Cheban, making small talk before lunging at his wrist, it's claimed. A struggle ensued and the alleged thief would have escaped with the watch had it not been for the intervention of a security guard.

A source at the restaurant told the New York Post: "A guy came over and started asking some questions. Jonathan was very friendly. But then the guy grabbed Jonathan and tried to steal his half-million-dollar watch! Jonathan fought back to stop him, and he pushed Jonathan to the floor."

Luckily, Cheban wasn't hurt, only suffering a "banged up wrist", according to an anonymous friend. It's believed Cheban is too busy to file a police report about the incident.

Kardashian and Cheban have been best friends forever, aka BFFs. He appears on her fly-on-the-wall show and she is a producer on his ill-fated programme The Spin Crowd, a reality documentary series that was axed after just nine episodes were broadcast in 2010. ®

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