The battered face of F1 boss Bernie Ecclestone is to feature on a new advert for the Swiss watch maker Hublot following his mugging in London last month - although the decision hasn't met with universal approval.

Ecclestone's Hublot watch was amongst items stolen when he was attacked in Knightsbridge having left his office along with Brazilian girlfriend Fabiana Flosi.

Following the attack, Ecclestone was left with severe facial bruising and the battered face of the 80-year-old will now adorn a Hublot advert along with the tag-line 'See what people will do for a Hublot'.

However, the advert - which is featuring in a number of British newspapers - has been attacked by victim support, despite Ecclestone giving his consent for the image to be used and insisting it was a 'protestation against violence that we are all afraid of today'.

"Everyone reacts differently to crime," a Victim Support spokesman told the BBC. "Although it appears Bernie Ecclestone can make light of the incident and get on with his life, for many victims of mugging the impact can be devastating, leaving them fearful to leave the house and unable to move on.

"Hublot is a luxury brand which seems to be making light of crime in order to sell a product, and this advert could be seen as insensitive to victims who are not in a similar position to Bernie."