No it's not a montage. It's actually a real Hublot publicity. A shock publicity. An excellent publicity by the way!
Following the attack, Ecclestone sent a picture of his face along with a short note to Hublot CEO Jean-Claude Biver. The message said: “See what people will do for a Hublot.” Since the two have a great sense of humor, they agreed to make an advert based on the photo and message.
This Hublot ad will be a strictly one-off shot, appearing in today’s Financial Times and International Herald Tribune. The ad shows the unretouched “mugged shot”, along with Bernie Ecclestone’s original commentary. The ad also notes that Hublot does not condone this method of acquiring one of their watches.