Alison Hamond claps back in ‘Rolex’ cost of living row on This Morning - and fans have plenty to stay

An ITVX This Morning viewer criticised Brummie queen Alison Hammond for wearing a “rolex” amid the cost of living crisis
Watch more of our videos on Shots! 
and live on Freeview channel 276
Visit Shots! now

Brummie queen Alison Hammond has been criticised by a viewer of ITVX’s This Morning for her choice of accessory.

The viewer said on X, formerly Twitter, said: “This Morning I love watching AlisonHammond but with the cost of living affecting us all, I find it uncomfortable seeing her wearing, what looks like a Rolex.”

Hide Ad
Hide Ad

Alison, 48, is a mother-of-one and a regular on ITVX This Morning along with many other projects, including The Great British Bake Off and a starring role in the Christmas panto at Birmingham Hippodrome.

A born and bred Brummie, she’s also known for her sassy and funny personality, and took no time to respond to the criticism about her watch to set records straight. She replied to the This Morning viewer: “I wish !! It’s actually a Micheal Kors Watch my late mum bought me and it cost her £185 of her hard earned money. It means more to me than any Rolex . Sorry you felt uncomfortable.”

The Great British Bake Off star’s mother Maria was from Guyana and she sadly, passed away in January 2020 from lung and liver cancer. Alison was greatly attached to her mother and has said in the past that she still talks to her, even though it’s been several years since her she passed away.

On ITV show DNA Journey, Alison told Kate Garraway: “I do talk to her all the time. When she died, it felt like a different sort of relationship with her - more spiritual. I know she’s there. Obviously, because she knew she was dying before she did die, and she said, ‘you know I’m always going to be there with you.’”

Hide Ad
Hide Ad

Alison added: “And I said, ‘thank you mum, but not all the time, not when I’m with a bloke’. And she said, ‘no I’ll be there!’”

Alison Hammond (Photo by Shane Anthony Sinclair/Getty Images)Alison Hammond (Photo by Shane Anthony Sinclair/Getty Images)
Alison Hammond (Photo by Shane Anthony Sinclair/Getty Images)

In 2020, she had shared a sweet tribute to her mother saying: “Today I dedicate Valentine’s Day to my beautiful, wonderful Mother Maria who passed away from liver and lung cancer. Yesterday my family and I celebrated her amazing life and laid her to rest in a beautiful ceremony she would have been proud of.

“Thank you mummy for giving me the strength to move forward in the knowledge that your ok and with God in Heaven now. I will always remember you and try and make you proud. I love you mum.”

What fans said in support of Alison Hammond

After this exchange on X, fans of Alison supported her “for being bloody awesome”.

Hide Ad
Hide Ad

One fan said: “Check and Mate. Well done Alison on a very measured response to a ridiculous tweet.”

Another added: “Never apologise for being bloody awesome!”

One Alison fan wrote: “Ignore this Alison. You do not need to justify yourself. People will always make assumptions.” Another added: “What a special gift from a special lady. Hope you can always treasure it, much love to you, Alison.”

Comment Guidelines

National World encourages reader discussion on our stories. User feedback, insights and back-and-forth exchanges add a rich layer of context to reporting. Please review our Community Guidelines before commenting.