Flavio Briatore addressed the media, proudly strolled the paddock and grid and appeared for the popular British motoring show 'Top Gear' as F1's most prestigious grand prix took place last weekend in Monaco.
But also in the Principality, another former member of the F1 circus was making a much lower profile visit.
Kimi Raikkonen, the 2007 world champion and now rally and NASCAR driver, rushed from a Nationwide race in the US late on Saturday to be harbourside in his yacht in time for Sunday's Monaco grand prix.
In his entourage were 'The Dudesons', a ramshackle group of friends known on Finnish television for their highly popular and extreme Jackass-style show.
Raikkonen, 31, was seen with the group as they relaxed in his yacht's open spa, and they also ventured to Briatore's 'Billionaire' nightclub -- but were refused entry.
The bouncers, apparently, failed to recognise the winner of 18 grands prix, and - enjoying his anonymity - Raikkonen failed to rebuke them and the party moved elsewhere.
"Maybe it was just time to sleep," Spanish AS newspaper reporter Rafa Paya speculated.