The battered face of Bernie Ecclestone is the centrepiece of a new advertisement for the luxury Swiss watch which was taken from him during a violent mugging.
The F1 boss was beaten and robbed of his £11,000 Hublot watch as he stepped out of his office in Knightsbridge, central London, on November 25.
The attack left the 80-year-old with a black eye and heavy bruising to his face.
On the same day as the robbery, Mr Ecclestone sent a photograph of his injuries to the chief executive of the watch company, with the note: “See what people will do for a Hublot.”
Mr Ecclestone and Jean-Claude Biver share “a certain sense of humour” and agreed to use the picture and note as an advert, a Hublot spokeswoman said.
Hublot has not given Mr Ecclestone a replacement watch but may do in the future, she added.
The one-off advert was printed in the International Herald Tribune and the Financial Times.
In small font at the bottom of the ad, the company wrote: “Hublot condemns all forms of violence and racism.”