Capitalizing on mugging

Last month, Formula One big chief Bernie Ecclestone got robbed outside his office in London. The old man got kicked, punched and robbed from $300,000 worth of jewelry, among them being a special edition Hublot watch. Same day after the assault he sent a picture of him to Hublot’s CEO along with a short note: “See what people will do for a Hublot.” The Hublot guy seemed to share the same quirky humor with the F1 boss so they both agreed to turn the incident into an advert.

Here’s the one-off shot appearing in the Financial Times and the International Herald Tribune:


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