Swiss luxury watchmaker TAG Heuer has announced the appointment of Béatrice Goasglas as its new Chief Executive Officer, marking a significant leadership transition within the brand. The appointment will take effect on May 1, 2026, positioning Goasglas to lead one of the world’s most recognized watch manufacturers into its next phase of growth.
The decision was confirmed by Stéphane Bianchi, Managing Director of LVMH and head of the group’s Watches & Jewelry division. In announcing the leadership change, Bianchi highlighted Goasglas’s strong track record within the organization and her ability to drive innovation while preserving the heritage of the brand.
Béatrice Goasglas currently serves as President of TAG Heuer Americas, a role she has held since 2023. In that position, she has overseen the company’s operations across North and South America, helping expand the brand’s presence in key luxury markets. Her promotion reflects LVMH’s broader strategy of developing leadership internally and reinforcing continuity across its flagship brands.
Founded in 1860 and headquartered in La Chaux-de-Fonds, Switzerland, TAG Heuer has built a global reputation for precision chronographs, avant-garde design, and its deep association with motorsport. Over the decades, the company has remained a central pillar within LVMH’s watchmaking portfolio alongside brands such as Hublot and Zenith.
A Career Shaped by Digital and Global Luxury Markets
Béatrice Goasglas joined TAG Heuer in 2018, initially serving as Vice President of Digital and Client Experience. In that role, she played a key part in strengthening the brand’s digital ecosystem and enhancing customer engagement strategies, particularly as luxury watchmakers increasingly adapted to digital commerce and evolving consumer expectations.
Her leadership trajectory within the company quickly expanded across international markets. In 2021, she was appointed Managing Director for the Asia-Pacific region, one of the fastest-growing luxury markets globally. Based in Singapore at the time, she oversaw strategic operations and market expansion across several countries in the region.
Two years later, she was named President of TAG Heuer Americas, taking charge of a major regional market for the brand. Under her leadership, the company continued to reinforce its retail presence and strengthen relationships with consumers in the United States and across the broader Americas.
Before joining TAG Heuer, Goasglas built an extensive career across major fashion and beauty companies. She began in customer relationship management at Sephora, later moving into digital marketing roles at L’Oréal. She also held senior positions at fashion label The Kooples and luxury fashion group SMCP Group.
This combination of experience across beauty, fashion, and digital commerce has given her a broad perspective on luxury brand development in an increasingly digital and global marketplace.
Steering TAG Heuer Toward the Future
Goasglas’s appointment comes at a time when the global luxury watch industry is undergoing a significant transformation. Consumer expectations are shifting, with increasing demand for digital engagement, personalized experiences, and innovative product design.
With more than 160 years of watchmaking heritage, TAG Heuer continues to position itself at the intersection of tradition and technological advancement. The brand remains widely associated with precision timekeeping and motorsport culture, maintaining partnerships with international sporting events and racing teams.
Industry observers view the leadership transition as part of LVMH’s broader strategy to strengthen innovation while maintaining the historic identity of its watch brands. Béatrice Goasglas’s experience in digital transformation and international market management is expected to help the company deepen its connection with modern luxury consumers.
As she prepares to assume the CEO role in May 2026, Goasglas will lead TAG Heuer at a moment when heritage watchmaking houses are balancing craftsmanship with new technologies and evolving consumer behavior. Her appointment signals a continuation of the brand’s efforts to expand globally while preserving the innovation-driven spirit that has defined TAG Heuer for more than a century.
