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Bernie Ecclestone has proved he can turn even a violent mugging into a commercial opportunity.
The F1 chief executive was attacked outside F1's London headquarters last month, and was robbed of a reportedly expensive watch.
A graphic photo of his battered face is now featured on a print advert for the sport's official watch sponsor, including the Ecclestone quote: "See what people will do for a Hublot."
The Nyon-based Swiss watchmaker confirmed in a statement that the photograph and quote attributed to 80-year-old Ecclestone in the advert are genuine.
7sur7.be said the adverts will debut in the Financial Times and the International Herald Tribune on Wednesday.
According to the DailyMail.co.uk, Ecclestone approached the watchmaker with the idea.
"I rang them up and suggested this was a chance to do something different," said Ecclestone.
"I can understand people wanting to rob me when they are poor and they want some things for the kids with Christmas coming along, but what they did was unnecessary"
Indian F1 driver Karun Chandhok said the move was "classic Mr. E".
The F1 chief executive was attacked outside F1's London headquarters last month, and was robbed of a reportedly expensive watch.
A graphic photo of his battered face is now featured on a print advert for the sport's official watch sponsor, including the Ecclestone quote: "See what people will do for a Hublot."
The Nyon-based Swiss watchmaker confirmed in a statement that the photograph and quote attributed to 80-year-old Ecclestone in the advert are genuine.
7sur7.be said the adverts will debut in the Financial Times and the International Herald Tribune on Wednesday.
According to the DailyMail.co.uk, Ecclestone approached the watchmaker with the idea.
"I rang them up and suggested this was a chance to do something different," said Ecclestone.
"I can understand people wanting to rob me when they are poor and they want some things for the kids with Christmas coming along, but what they did was unnecessary"
Indian F1 driver Karun Chandhok said the move was "classic Mr. E".