Romain Grosjean, Sebastien Ogier, Margot Lafitte and Leonardo DiCaprio attend TAG Heuer CARRERA Paris event

TAG Heuer CEO Stéphane Linder was on Tuesday joined by actors, singers, fashion editors, politicians, brand star ambassador, actor and environmentalist Leonardo DiCaprio, and others in motor racing among the guests.

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The occasion celebrated the opening of its new flagship boutique near Opera Garnier and the 50th Anniversary of its iconic CARRERA line of racing-inspired sports watches and chronographs.

The ribbon-cutting event was at TAG Heuer at 12, boulevard des Capucines. The evening’s emcee was race-car driver Margot Lafitte. Others in attendance were World Rally Champion Sébastien Ogier and Franco-Swiss F1 driver Romain Grosjean.

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“TAG Heuer is on a roll,” said Stéphane Linder, CEO of TAG Heuer ,“Paris Opera gives us 180 boutiques in 57 countries, with another 20 set to open in 2014, including a third Paris flagship on the Champs-Elysées. We’ve opened more stores recently than any brand in luxury. And we’re just getting started.”

Celebrities Emma De Caunes, Noémie Lenoir, Michel Denisot, and DJ Cecile Togni were at teh after party. CARRERA, the motor-sports inspired prestige collection has never ceased reinventing itself since its first appearance in 1963 is celebrating it’s 50th anniversary across capitals in Asia, North America and Europe.