Ecclestone wears red at Ferrari event
The visit, with the F1 chief executive wearing a Prancing Horse-emblazoned bright red ski jacket, sparked speculation that he is trying to smooth relations with Luca di Montezemolo following recent public spats with the Ferrari and FOTA chief.
But Ecclestone, 78, said it is not his "intention" to meet with the Italian, who is believed to be in Italy but not at the Madonna di Campiglio resort.
"It is nothing to do with him. To be honest it's a cheap weekend for me," the billionaire, whose daughter Tamara is working at the event for Italian television, joked.
Ecclestone reinforced the fact that he has left his diplomatic hat behind by dismissing Sir Jackie Stewart's recent criticisms as the result of "early senility" for the former triple world champion.
He plans to stay until Saturday.