The toniest stretch of Boulevard des Capucines and a hot Paris night spot were ablaze with paparazzi flash Tuesday night as a host of celebrities from around the world joined Tag Heuer CEO Stéphane Linder Tuesday night at the most star-packed party of the Paris season, with actors, singers, fashion editors, politicians, the brand’s star ambassador, the actor and environmentalist Leonardo DiCaprio, and the biggest names in motor racing among the guests.

Leonardo DiCaprio at the new Paris Tag Heuer Flagship store.

The pioneering Swiss watch brand had two excellent reasons to throw the epic bash: 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 setting for the ribbon-cutting event was the new Tag Heuer shop at 12, boulevard des Capucines — a 120m2 bijou of glass, steel and exotic wood nestled between Bucherer Paris and Cartier on luxury retail’s “Triangle d’Or.” The ceremony was emceed by race-car driver Margot Lafitte, who shared the stage with Stéphane Linder, World Rally Champion Sébastien Ogier and Franco-Swiss F1 driver Romain Grosjean.

From Left to Right: Stephane Linder, Antonio Bellon, Sebastien Ogier, Romain Grosjean.

“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.”

One of the most extraordinary moments of the evening was the sight of the well-heeled revelers, which included Sebastien Ogier and Romain Grosjean, moving en masse around the corner to the after-party at Pavillon Vendôme, where celebrities Emma De Caunes, Noémie Lenoir, Michel Denisot... and DJ Cecile Togni spun platters till the wee hours.

The Opening of the TAG Heuer new boutique was followed by an evening celebrating 50 years of Carrera in the Pavillon Vendôme.

With three prestige destinations in Paris and new flagships set to open in London, Milan, Madrid, San Francisco, Los Angeles, Honolulu, Macau, Singapore and Beijing, Tag Heuer is indeed on a roll. Its chronographs and watches are the fastest and most precise ever made, and are some of the most sought-after items in luxury retail. Among these is the famous Carrera, the motor-sports inspired prestige collection that has never ceased reinventing itself since its first appearance in 1963, and whose yearlong birthday celebrations have lit up capitals across Asia, North America and Europe.

Source: Images.Net for Tag Heuer