Bernie Ecclestone Stars in Black-Eye Tie-In Ad

Just the Facts: Hublot luxury watches gets a memorable ad starring the beaten-up face of Bernie Ecclestone, who was mugged for his watch recently.Hublot is the official watch of Formula 1.

LONDON — In perhaps the most unusual ad for a luxury item ever seen, Formula 1 chief Bernie Ecclestone has allowed his bruised and battered face to be used to market Hublot luxury watches. Ecclestone was famously mugged in London late last month and robbed of jewelry including a personalized Hublot watch that reportedly is worth more than $300,000.

The Swiss watchmaker was named official watchmaker of Formula 1 last March and rolled out an official F1 watch, the Hublot F1 King, which bears the F1 logo in white gold. A Limited Edition Series was announced at the Bahrain Grand Prix; it will feature watches in the styles and colors of "the most prestigious Grands Prix," including, for example, the Monza edition in red sapphire.

Ecclestone, who is 80, was beaten severely by the still-at-large muggers, although his female companion, in her 30s, was unharmed. The tag line on the ad, which will run on Wednesday only in the Financial Times and International Herald Tribune newspapers, is: "See what people will do for a Hublot?" The U.K.'s Daily Mail newspaper quoted Ecclestone as saying the ad was his own idea.

Inside Line says: See what people will do for a high-dollar sponsorship? — Laura Sky Brown, Correspondent

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