A search is under way for two people believed to be missing off Withernsea in the East Riding of Yorkshire, HM Coastguard said.
Emergency services were called just after 3pm and ambulances, helicopters and aircraft were among those to brave “horrendous conditions”, with waves reportedly reaching almost 10ft during the day.
Humberside police have confirmed the death of a man in a statement: “During the initial searches, emergency services recovered an unconscious man from the water.
“Despite the best efforts we can confirm a 67-year-old man died a short time later at the scene. The circumstances around his death are not thought to be suspicious.
“Searches are still ongoing. Residents will continue to see an increased police presence in and around the area as the search continues.”
Darrin Stevens, a photographer who lives just 250 metres from the coast, where rescue services were based during the search, described the weather as bitter and freezing.
He said: “I came back into my office and I could see [emergency services] 30 feet away from the sea. You could see the helicopter so close to the house it was incredible.
“The sea could have been very dangerous, the water is very bitter and if they are in that water they do not have long. It is a dangerous place to be.
“It was freezing, and when the sea is as harsh as it is, every care needs to be taken, you need to be at your wisest,” he said.
HM Coastguard said that the search was continuing.
The Royal National Lifeboat Institution (RNLI) has issued advice warning that the effects of cold water shock, combined with weather conditions, pose a risk to anyone entering water that is 15C or below, particularly at a time of year when the average sea temperature around the UK and Ireland is 6C to 10C.
Gareth Morrison, the head of water safety for the RNLI, said: “We know this time of year many people take part in festive and new year dips, or continue to take part in regular winter swims. We are urging anyone entering the water to be aware of the dangers, check sea conditions carefully and to understand their own limitations.
“With the sea temperatures still dropping and reaching their coldest around March, the effects of cold water, combined with weather conditions and any personal health issues, should be taken seriously before venturing in.”
The operation in Yorkshire comes after a 51-year-old man died in the sea at Brighton on New Year’s Day.
Sussex police were alerted at 10.35am on Thursday after the swimmer, from Kettering, Northamptonshire, was recovered from the water to the west of Brighton Palace Pier.