Maverick insurance man Simon Burgess's apparently insatiable appetite for publicity continues with claims that he has set a new world record by insuring a model's bust for £10m.

This beats the existing Guinness Book of Records entry for the most expensive bodypart set by Singing in the Rain star Cyd Charisse in 1952, when Hollywood bosses insured her legs for £3.1m at the age of 31. Actress Jennifer Lopez earlier this year denied rumours she had insured her bottom for a multi-million pound sum at Lloyd's.

Burgess is widely known for stunts such as issuing policies against alien abduction and more recently covering a Birmingham sea life centre's giant Japanese crabs in case they attack visitors.

He said of his latest publicity coup: “This is both wonderful and uplifting news.”