Battered Bernie Ecclestone is the new face of Hublot watches

You have to hand it to Formula One boss Bernie Ecclestone, he’s certainly a trouper whether it’s taking the flak for praising Hitler or bunging the Labour Party a million quid for watering down a tobacco ad ban.

Or allowing his battered and bruised visage to be used in an ad for Hublot watches.

Bernie lost his expensive timepiece (and £200,000 or so) when he was mugged at his posh London house a couple of weeks ago.

But Hublot, the ‘official’ FI timepiece, has persuaded him to appear in its ads to show the value of these bits of fancy Swiss engineering.

Tasteless or brilliant? Marketing Week’s ever-contentious branding columnist Mark Ritson thinks it’s the latter.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.