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See what people will do for publicity

by Michael Weare
16 December, 2010
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About the author

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

hublot-bernie-face

To be fair, 80 year old Formula 1 boss Bernie Ecclestone is no dreamboat even at the best of times, but following a mugging which relieved him of his £11,000 Hublot watch, he makes an even scarier sight than usual.

Still, it’s good to know he hasn’t lost his sense of humour.

On the very day the incident occurred he sent a picture of himself to Jean Claude Biver, CEO of Hublot, together with a note which read, ‘See what people will do for a Hublot!

The Bernie Hublot Poster

bernie ecclestone hublot mugging poster

This amused Jean Claude to the extent that he agreed to run a full page ad in the Financial Times and the International Herald Tribune on December 8th and 9th respectively which features Bernie complete with his shiner.

Bernie Ecclestone Hublot Watch mugging

Ecclestone was attacked by four men outside the London headquarters of F1 on 25th November. The attackers stole £200,000 worth of jewellery, including the Hublot Formula 1 watch. Ecclestone was taken to hospital where he was treated for what was described as a “minor” injury. Hours later he was defiantly back at work. A red mark was visible on his right hand as his chauffeur dropped him at a meeting.

Fabiana, his 31 year old Brazilian girlfriend was described as having been left “shaken”. Scotland Yard’s Robbery Squad are hunting the muggers, whose haul included diamond rings. The same gang is feared to be behind a string of attacks on the rich and famous.

A senior police source said: “There can be little doubt this was a targeted robbery because of who Mr Ecclestone is. The muggers were callous and showed little regard for the victims. They need to be caught.

Our advice to Bernie

Our advice to Bernie should he be unlucky enough for this to happen again is to either hand the watch over without a struggle, safe in the knowledge that he can easily afford another, or ask his good friend Jean Claude to replace it free of charge.

Better still, recruit newly appointed Hublot Brand Ambassador Kung Fu movie legend Jet Li to sort the problem out.

The PR

Mark Ritson, an expert on luxury brands states ‘the ad will help Hublot’s advertising stand apart from the boring, product based, generic tat produced by other watchmakers and jewellery brands during the crucial Christmas trading period.

He adds that the mugging of Ecclestone is not just a PR opportunity but also “bang on its brand” (no pun intended?). “Hublot, which is widely seen as the hottest watch brand in the world right now, is showing the others how to get it done. The brand is built on the “big bang” – a confrontation of unexpected elements in an explosion of energy and power.

This story has been flashed around the whole world so we would be remiss in not featuring it. It is at least a rare example of a major Swiss watch brand revealing a sense of humour and daring to do something a little differently, but the ad would be so much better without the trite and politically correct statement ‘Hublot condemns all forms of violence and racism.’ placed under Bernie’s statement.

Michael Weare | Website

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

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