Thanks for your comments.
So there was no rubbing noise when I was cycling or smell or rubber. The metal rim of the wheel was not bent or splintered in any way. No metal fragments, glass or any other intrusion. @PusherMan - yes it’s a plastic lever I use to seat tyre on the rim, but as you say that is another feasible reason as the tyres are incredibly tight. I use a hair dryer to slightly warm up before applying, but still very tight. If I was compromising the wall I would have thought the beads would have gone first. Maybe not.
OK - so I just went outside as this whole saga has been winding me up. Poor lighting in shed so got torch to look closer - I’m getting on so the eyesight is crap 
. I squeezed the brakes and realised the break is just over the rim and hence the brake has a rubber lip over the rim onto the tyre. See pic.
So daft I missed that. Cost me 150 euro-ish. Now duly noted.
Thanks for your help.