Swiss luxury watchmaker TAG Heuer has announced the appointment of Béatrice Goasglas as its new chief executive officer, effective 1 May 2026. The decision was confirmed by Stéphane Bianchi, group managing director of LVMH and CEO of its Watches & Jewelry division.
Goasglas will take over from Antoine Pin, who had been leading the brand since July 2024 following a broader leadership reshuffle within the luxury group. He had succeeded Julien Tornare, who earlier took over from Frédéric Arnault, son of Bernard Arnault.
A seasoned executive within the company, Goasglas joined TAG Heuer in 2018 as Vice President of Digital and Client Experience in Geneva. She later advanced to Managing Director for Asia-Pacific in 2021, based in Singapore, before becoming President of the Americas division in 2023, operating from Miami.
In her new role, she is expected to continue driving the brand’s strategy focused on innovation and premium positioning. Her deep familiarity with TAG Heuer’s heritage, operations and global teams is seen as a key advantage as the brand looks to strengthen its position in the competitive luxury watch segment.
The company is also expected to build on its high-profile partnership with Formula 1, which resumed in 2025 when TAG Heuer replaced Rolex as the official timekeeper under a long-term agreement with Liberty Media.
Before joining TAG Heuer, Goasglas held roles at Sephora, L’Oréal, The Kooples and SMCP Group, building extensive experience in digital strategy, marketing and customer engagement.
Commenting on the appointment, Stéphane Bianchi said Goasglas has demonstrated exceptional leadership within the brand and is well positioned to guide TAG Heuer into its next phase of growth while maintaining its legacy of innovation and precision.
Founded in 1860 by Edouard Heuer in St-Imier, Switzerland, TAG Heuer is now headquartered in La Chaux-de-Fonds, Switzerland. The brand became part of LVMH in 1999 and continues to operate advanced watchmaking facilities in Switzerland.
Today, the company remains closely linked to its heritage, with Jack Heuer, the founder’s great-grandson, serving as honorary chairman.
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