We have determined the relation between the AGN luminosities at rest-frame 6 µm associated to the dusty torus emission and at 2-10 keV energies using a complete, Xray flux limited sample of 232 AGN drawn from the Bright Ultra-hard XMM-Newton Survey. The objects have intrinsic X-ray luminosities between 10 42 and 10 46 erg sand redshifts from 0.05 to 2.8. The rest-frame 6 µm luminosities were computed using data from the Wide-Field Infrared Survey Explorer and are based on a spectral energy distribution decomposition into AGN and galaxy emission. The best-fit relationship for the full sample is consistent with being linear, L 6 µm ∝L 0.99±0.03 2−10 keV , with intrinsic scatter, ∆ log L 6 µm ∼0.35 dex. The L 6 µm /L 2−10 keV luminosity ratio is largely independent on the line-of-sight X-ray absorption. Assuming a constant X-ray bolometric correction, the fraction of AGN bolometric luminosity reprocessed in the mid-IR decreases weakly, if at all, with the AGN luminosity, a finding at odds with simple receding torus models. Type 2 AGN have redder mid-IR continua at rest-frame wavelengths <12 µm and are overall ∼1.3-2 times fainter at 6 µm than type 1 AGN at a given X-ray luminosity. Regardless of whether type 1 and type 2 AGN have the same or different nuclear dusty toroidal structures, our results imply that the AGN emission at rest-frame 6 µm is not isotropic due to self-absorption in the dusty torus, as predicted by AGN torus models. Thus, AGN surveys at rest-frame ∼6 µm are subject to modest dust obscuration biases.