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.
Fire Services, charities and individuals from the service across the country have sent messages of condolence to Surrey Fire and Rescue after the death of a firefighter at Staines.
Our deepest sympathy to the family, friends & colleagues of the firefighter from @surreyfrs who very sadly died this evening. Such sad news
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.
Clifford Cox died at Staines fire station last night, Surrey Fire and Rescue Service said. His next of kin and family have been informed.
Chief fire officer Russell Pearson said Mr Cox was part of the station's Green Watch, and had served as a firefighter in Surrey for nearly 25 years.
Surrey Fire and Rescue have confirmed the death of a firefighter who was on duty at Staines fire station.
Next of kin have been informed.
Daybreak correspondent Richard Gaisford reports from Staines in Surrey:
Sunrise over a Staines in Surrey this morning may not have provided much comfort to residents whose homes are still underwater.
Police have urged people not to advertise that they have left their property empty as they flee the flooding.
Residents of Weybridge in Surrey have adopted a new form of transport to get around the flooded streets.