An 83-year-old man saved his wife from drowning but died of a heart attack a few minutes later, Italian media report.
The couple were spending their summer holidays in Rimini, Il Resto del Carlino reports.
The two had been swimming when the woman found herself in difficulty, as the current was pushing her out to sea.
The man took hold of her and dragged her towards the shore until her feet could touch the seabed, saving her life, but while still in the water he suffered a heart attack.
The woman screamed for assistance, with other bathers intervening to help the man.
However, the man died soon afterwards.