TAG Heuer appoints Béatrice Goasglas as CEO, with the longtime executive stepping into the top role as the brand continues its global expansion
TAG Heuer has announced the appointment of Béatrice Goasglas as its new Chief Executive Officer, with the leadership change taking effect on May 1, 2026. The move marks a new chapter for the brand as it continues to build momentum within the luxury watch sector and strengthen its position within the LVMH Watches & Jewellery division.
Goasglas is no stranger to the La Chaux-de-Fonds brand. She joined the company in 2018 as Vice President of Digital & Client Experience in Geneva, where she played a key role in strengthening the brand’s digital strategy and direct client engagement. Over the past several years, she has steadily moved through the ranks, serving as Managing Director for Asia Pacific before taking on the role of President of the Americas.
Her promotion to CEO reflects both continuity and confidence from the leadership of LVMH. With deep experience across key markets and functions within the brand, Goasglas brings a strong understanding of TAG Heuer’s global operations and evolving strategy. According to Stéphane Bianchi, Deputy CEO of LVMH and head of its Watches & Jewelry division, her leadership and knowledge of the Maison position her well to guide the brand into its next phase.
“Béatrice has had an outstanding career within TAG Heuer, and I am delighted that she will be taking the helm
Stéphane Bianchi – LVMH Group Managing Director and CEO of LVMH Watches & Jewelry
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,”
Goasglas replaces Antoine Pin, who departed the role earlier in 2026 after just over a year at the helm. The appointment is seen as a move to stabilise leadership at the brand while continuing the strategy of elevation, innovation and stronger global positioning that the Swiss brand has been pursuing in recent years.
Founded in 1860, TAG Heuer remains one of Swiss watchmaking’s most recognised names, known for its deep ties to motorsport and iconic collections such as the Carrera, Monaco and Formula 1. As CEO, Goasglas will oversee the brand’s continued evolution, including its innovation strategy, product development and global partnerships — notably its strong association with Formula One.
Having already led key regional markets and played a role in shaping the brand’s digital and client strategy, Goasglas now takes the reins at a pivotal moment for TAG Heuer as the industry continues to balance heritage with innovation and new ways of engaging collectors around the world.