Mr Cox, 53, who was known as "Biff", died at around 6pm after collapsing at the fire station, the Surrey branch of the Fire Brigades Union said.Colleagues tried to resuscitate him but were unable to save him.Richard Jones, the brigade branch secretary, said:
Biff was a lovable character with a larger than life personality. He will be sadly missed and fondly remembered by his colleagues. Our thoughts are with his loved ones at this time.
It is with profound regret that I have to inform you of the death of Firefighter Clifford Cox at Staines Fire Station earlier this evening. We are deeply saddened and upset by this tragic news and our thoughts are with his family, friends and close colleagues at this very difficult time.
FF Cox was based at Staines Fire Station on Green Watch, having served in Surrey for nearly 25 years. He will be greatly missed by the Service and his colleagues.
This is understandably a very difficult time for all, particularly in light of the on-going major incident and the demands placed on all staff.
Welfare arrangements are in place for the crews of both Staines and Sunbury who were involved.
Residents in Staines were woken by telephone flood alerts today as the River Thames submerged a footpath and began to move towards homes on Laleham Road.
"We've been living here for 30 years and we've never seen it so high. We got a phone call from the Environment Agency at 7.30am with a flood alert."It is concerning. What will happen if it gets into the houses? You can't move everything. What if you've got heavy furniture?"
– Denise Bristow, 63
"I've been in the fire brigade for a long time and I've never seen water at this depth before and the amount of people that we're actually having to rescue.The amount of calls we're getting to rescues at the moment is unprecedented.We've got crews that are constantly out."
– Station manager Paul Jones, Berkshire Fire and Rescue