7.45pm update: Polive have now identified the man whose body was located in Tauranga Harbour on Sunday morning.

Earlier Police asked the public to assist with identifying the man who was found deceased in the harbour, between Trinity Wharf and the Spring Street wharf along the Tauranga waterfront.

Photos of some of the man's clothing were released in the hope that someone would recognise the items and contact Police.

Police have now identified the man.

St Johns' Ambulance staff wait as Tauranga Volunteer Coastguard arrive at the scene. Photo: Rosalie Liddle Crawford.

Items of clothing that the man was wearing. Photo: NZ Police.

Earlier, 12.15pm:

Tauranga Police are seeking assistance to identify a man who was found deceased on Sunday morning in Tauranga Harbour.

Emergency services were alerted at 7.50am that a body had been seen in the Harbour, and it was recovered by the Tauranga Volunteer Coastguard a short time later.

The man is described as Caucasian, balding with white hair, and is of slim build and medium height.

He was wearing a white Mount Maunganui golf course polo shirt with thin green, black and red stripes, underneath a navy blue woollen vest; light brown shorts and a brown leather belt, and leather boat shoes.

He was also wearing a gold, square-faced analogue watch and a St John home alarm pendant around his neck.

"Anyone who has information which could help us identify this man is asked to contact Tauranga Police via 105 and quote event number P049399806," says a Police spokesperson.

Tauranga Volunteer Coastguard on their way to retrieve the body from Tauranga harbour on Sunday morning. Photo: Rosalie Liddle Crawford.