Bargain Hunt host David Dickinson is cashing in on his "mahogany" tan by lining up deal to promote suntan oil.
David Dickinson is known as The Duke
The dapper presenter said his dark colouring, inherited from his Armenian grandfather, was now "paying dividends".
His appearance has prompted comedians and impersonators to poke fun, with his perma-tan coming in for the most stick.
But Dickinson, who is also known as The Duke, is having the last laugh.
He told the Radio Times: "I'm in the middle of negotiating an advertising deal with one of the biggest suntan oil manufacturers in the world.
"So the tan much joked about by Terry Wogan - all that stuff about me being dipped in tea and being the love child of Peter Stringfellow and a mahogany hat stand - is now paying dividends. Big dividends, Terry," he joked.
Dickinson, 61, hit the big time late in life, with daytime auction show Bargain Hunt launching him to cult fame.
But when the show moved to primetime he became a household name, along with his often-quoted catchphrases such as "cheap as chips" and "bobby dazzler".
He recently posed nude in aid of Children in Need, showing off his all-over tan with just a Pudsey Bear teddy to hide his modesty.
As well as negotiating a suntan oil deal, Dickinson is also keen on promoting spectacles and clothing, with dreams of launching his own label for the high street.