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Zurich - Savvy Formula One boss Bernie Ecclestone's badly bruised face cropped up in adverts for a Swiss watchmaker and sponsor this week reputedly thanks to a quip after Ecclestone was mugged in London.
The diminutive 80 year-old was kicked unconscious by a gang of muggers who attacked him outside his offices in Knightsbridge last month, stealing his possessions including a limited edition 20,000 dollar (15,314 euros) watch.
A spokeswoman for watchmaker Hublot -- a sponsor of Formula One motor racing -- said Ecclestone e-mailed company chief executive Jean-Claude Biver, a friend of his, afterwards, including a picture and the quip "see what people will do for a Hublot".
"The two men know each other well and have a sense of humour," she said.
"The idea of making an advert from it came from Mr Ecclestone," the spokeswoman explained.
The muggers also snatched girlfriend Fabiana Flosi's earrings.
Ecclestone, the commercial rights holder for motor racing's elite, had compared London to Sao Paolo earlier last month after Formula 1 driver Jenson Button escaped a roadside assault ahead of the Brazilian Grand Prix.
