Lewis crowned F1's 'King of Bling'.

Lewis Hamilton's reputation as Formula 1's self-styled 'King of Bling' has been confirmed, with the McLaren-Mercedes star set to sport a diamond-encrusted helmet in the Monaco Grand Prix this coming weekend.

To celebrate the Woking-based outfit's long-running relationship with Steinmetz, creators of the world's finest diamonds, both Hamilton and Finnish team-mate Heikki Kovalainen have been presented with the bespoke helmets.

"Bling, bling, I love it!" enthused Hamilton, who recently agreed to a ?20 million contract over the next three years to become a brand ambassador for British athletic footwear company Reebok. "Diamonds are a beautiful thing. I'm always racing, but sometimes you get some of the nice quirks and bonuses and I guess this is it.

"I really like what Steinmetz has done this year, and am looking forward to the Monaco Grand Prix weekend. As some people might know, I am very particular about my helmet, but it looks great and will add some extra sparkle to the event.

"[Monaco is the] most exciting race of the year. It's the race to win, and for sure this year I want to make that step up."

Should he continue the way he is going, pundits believe the Stevenage-born ace - voted last week as the second-most loved celebrity in a survey conducted by Marketing magazine - is well on-course to match and even overtake the legendary Michael Schumacher's estimated ?500 million fortune, which would vault him past David Beckham to become the richest British sportsman in the world.

"I'm always really excited about the Monaco Grand Prix," added Kovalainen, like Hamilton due to also receive diamond rings form Steinmetz. "It really is the one that all drivers want to win. To be able to race at this prestigious event with Steinmetz diamonds on my helmet will bring something special to the occasion."

The two personalised helmets have been custom-made to each driver's tastes after working closely with Steinmetz's in-house designers.

Each helmet has the signature of the driver traced out by a line of hundreds of Steinmetz's hand-crafted, Forevermark diamonds, the world's most preciously-selected diamonds. This move marks the first time that the Steinmetz logo - or any other sponsor's logo in F1 history - has been incorporated into the design of the helmets through the application of diamonds.