Swiss luxury watchmaker TAG Heuer has announced the appointment of Béatrice Goasglas as its new chief executive officer, effective 1 May 2026.
The announcement was made by Stéphane Bianchi, Managing Director of LVMH and CEO of its watches and jewellery division. Goasglas succeeds to the role following a series of senior leadership positions within the brand. Antoine Pin was the previous chief executive of the brand.
Goasglas first joined TAG Heuer in 2018 as Vice President of Digital and Client Experience in Geneva. She later became Managing Director for Asia Pacific before being appointed President of the Americas in 2023, based in Miami.
“Her deep knowledge of the brand, combined with her leadership and commitment, will enable TAG Heuer to reach new heights while continuing to embody the avant-garde spirit that defines the Maison” – Stéphane Bianchi
In her new role, Goasglas will continue to drive the Maison’s strategy of elevation and innovation, building on its heritage, iconic watch collections and global partnerships — including its long-standing connection with Formula 1.
“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,” said Bianchi. “Her deep knowledge of the brand, combined with her leadership and commitment, will enable TAG Heuer to reach new heights while continuing to embody the avant-garde spirit that defines the Maison.”
Before joining TAG Heuer, Goasglas held roles across digital, marketing and client strategy at companies including Sephora, L’Oréal, The Kooples and SMCP Group. Her appointment marks the next chapter for TAG Heuer as the brand continues to strengthen its global presence at the intersection of luxury watchmaking, innovation and motorsport heritage.
(Images: TAG Heuer)
