Tesla Motors chairman Elon Musk drove an electric roadster into the LVMH Moët Hennessy Louis Vuitton headquarters on Avenue Montaigne on Wednesday evening, capping off a 8077 miles (13,000-km) around-the-world tour celebrating the 100th anniversary of LVMH-owned watch brand Tag Heuer.


This story first appeared in the October 1, 2010 issue of WWD. Subscribe Today.

Musk, who got married in Scotland on Saturday, skipped on his honeymoon to attend the event, alongside Tag Heuer brand ambassador Leonardo Di Caprio, Prince Albert II of Monaco and LVMH chairman and chief executive officer Bernard Arnault. “It was a great challenge,” Musk said of the Tesla’s odyssey, which included stops at Moscow’s Red Square and the Great Wall of China.


French racing driver Alain Prost said the experience should also benefit manufacturers of ordinary electric cars. “You learn a lot by really pushing a car to its limits,” he noted. Di Caprio puffed on a cigar in a corner before taking to the stage to accept the first commercial version of Tag Heuer’s new Monaco 24 watch. Tag Heuer ceo Jean-Christophe Babin said the timepiece would go on sale at the brand’s first Paris boutique, opening on Boulevard Saint-Germain in December.

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