I know how to show it using the fact, that the product of 2 continuous functions is continuous, but I'd like to prove it simply by using the definition ($f$ is cont. iff preimage of open set is open set).
I got to this: let $U$ be open and let $(a, b) \in f^{-1}(U)$, so $ab = f(a, b) \in U$, since $U$ is open there is some $\delta > 0: (ab - \delta, ab + \delta) \subseteq U$, then $f^{-1}((ab - \delta, ab + \delta)) \subseteq f^{-1}(U)$, hence it lies between lines $y_1 = \frac{ab - \delta}{x}, y_2 = \frac{ab + \delta}{x}$ and then, I guess, if I find $min\{d((a, b), (x, \frac{ab - \delta}{x})), d((a, b), (x, \frac{ab + \delta}{x}))\}$, I would get my open ball around (a, b), but that minimalization problem leads to the 4th degree polynomial equation, which I think shouldn't go that way.