He's known as a ladies man even though he's never settled down, and now Simon Cowell has sparked rumours of a new romance - with one-time Britain's Got Talent judge Carmen Electra.
The Playboy model struck up a friendship with Simon when she stepped in to cover Amanda Holden at the London round of auditions in February.
They've kept in touch, and have enjoyed a string of (not so secret) hook-ups.
Carmen joined the music mogul at Cecconi's in West Hollywood on Saturday night - and onlookers apparently saw the pair kissing.
A source told The Sun: "They were getting very cosy. They were holding hands and staring into each other's eyes - then they started making out.
"They were with other friends at the restaurant, but didn't seem to mind. Carmen loves hanging out with Simon. They're having fun.
"She is getting back in the dating pool and Simon treats her very well. It's all very laid back at the moment but they are both enjoying themselves."
The pair was all smiles as they got into Simon's limo after their evening out, which came just a few months after Carmen called off her engagement to rocker Rob Patterson.
The couple announced plans to wed in 2008, but it was revealed in May that they had split - although they continued to live in the same house.
An insider told Life & Style magazine, "It's off. She hasn't been wearing her ring for a while, but they're good friends and it's been really hard for them to fully separate.
"Carmen's really nervous about getting back into the dating pool, so keeping Rob around makes her feel less anxious about being single. It's not like they'll get back together. The romance part is dead. They're done."