According to The Telegraph, Brentford are demanding around £28m for rumoured West Ham target Ollie Watkins.

What's the word?

Reports in recent weeks have claimed that the Hammers remain interested in the striker, but it appears they are set to face significant competition for his signature.

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Aside from revealing how much it could potentially cost for any side to sign Watkins in this transfer window, The Telegraph also claims that talks between Aston Villa and Brentford are ongoing as they look to thrash out a deal.

Unless West Ham act swiftly, the 24-year-old could be plying his trade at Villa Park instead of the London Stadium next season.

Make or break for David Moyes

After the truly stellar season Watkins enjoyed with Brentford in the Championship, it's no surprise to see a number of Premier League sides look to secure his services.

He racked up an impressive 26 goals in 50 games, with former Hammers ace Trevor Sinclair raving about him after a goal-scoring display in a 1-0 win over Preston.

With The Telegraph claiming that Villa are in negotiations with Brentford over Watkins, it's really make-or-break time for David Moyes on whether the Hammers can lure him to the London Stadium.

After the struggles Sebastien Haller endured in his debut season in English football, West Ham could desperately do with a finisher who can handle the pace and intensity - boxes that Watkins ticks.

If the Hammers are genuinely interested in signing the 24-year-old, then it's time for GSB to put their money where their mouth is, or risk seeing him come back to haunt them next season.