Police are attempting to gather information on a man believed missing after falling off the rocks into the ocean at Whiritoa Beach.

Hamilton Police Senior Sergeant Gael Mockford says a witness saw the man fall off the rocks at the southern end of the beach about 5pm on Sunday.

Whiritoa Beach. Photo: Wikipedia.

Whiritoa is a small beach village on the Coromandel Peninsula between Whangamata and Waihi Beach.

'The informant did not observe the male resurface and left the beach to call for help,” says Gael.

According to the witness, the man was seen on the rocks for an hour before entering the water. He is believed to be wearing a white shirt.

'Due to the witness needing to leave the beach to call for assistance, police are unsure if the male that entered the water is still missing.

'Police are appealing for members of the public with information about this incident to phone their local police station.”

Gael says if anyone is aware of the man entering the water from the rocks, who is now safely at home; or if anyone has information about a missing person in Whiritoa, please contact police.