LVMH has announced the appointment of Béatrice Goasglas as the new CEO of Swiss watchmaker TAG Heuer. The change is scheduled to take effect on 1 May 2026. Goasglas is currently the President of TAG Heuer Americas and is based in Miami. She will succeed Antoine Pin, whose departure from the company was made public in January. Her rise to the top position makes her a rare female leader in the global watch industry. She will report directly to Stéphane Bianchi, the LVMH Group Managing Director and CEO of Watches and Jewelry.
Goasglas first arrived at TAG Heuer in 2018. Her initial role was Vice President for Digital and Client Experience, after which she was promoted to Managing Director of the Asia Pacific region. Before her tenure at the watch brand, she held positions at Sephora and L’Oréal. This diverse background in digital strategy and international management is expected to support the brand’s ongoing focus on innovation. Her new remit involves overseeing the Maison’s strategy of elevation and leveraging its historical collections and high-profile partnership with Formula 1.
Stéphane Bianchi commented on the leadership transition, stating: “Béatrice has had an outstanding career within TAG Heuer, and I am delighted that she will be taking the helm of this iconic watchmaking Maison. Her deep knowledge of the brand, combined with her leadership and unparalleled commitment, will enable TAG Heuer to reach new heights and to continue embodying the very highest watchmaking quality and the avant-garde spirit so dear to the Maison.”
The appointment follows several years of strategic shifts for the brand as it seeks to maintain its status in the luxury market. Goasglas will be expected to use her extensive knowledge of the company’s internal teams and heritage to drive future growth. Her experience across different global markets will be a key factor as she leads the brand from its headquarters. The transition marks a new chapter for TAG Heuer as it continues to balance its traditional craftsmanship with a modern, avant-garde approach to watchmaking.
