On March 12, Stéphane Bianchi, who heads the Watches & Jewelry division of LVMH Moët Hennessy Louis Vuitton, announced the appointment of Béatrice Goasglas as the new CEO of TAG Heuer, effective May 1, 2026.
TAG Heuer has long been known for its high turnover at the top. Since Jean-Christophe Babin — now CEO of Bulgari and of LVMH’s watch division — stepped down from the role in 2013, the brand has cycled through approximately six chief executives. Most recently, Antoine Pin took the helm in July 2024, only to depart abruptly in January 2026 after little more than a year in the role. Goasglas’s appointment comes with the expectation that it will bring much-needed stability to the brand’s leadership.
Goasglas began her career as a CRM consultant at Sephora, before moving into e-commerce at L’Oréal, then serving as Digital & Customer Director at The Kooples, and later as Head of Marketing, Digital & Client at the SMCP Group. She joined TAG Heuer in 2018 as VP of Digital & Client Experience, based in Geneva. In 2021, she was promoted to Managing Director of TAG Heuer Asia-Pacific in Singapore, and from 2023 has served as President of TAG Heuer Americas, based in Miami, steadily building a global track record within the brand.
The mandate ahead is clear. Goasglas will carry forward the brand’s multi-year strategy of elevation and innovation, driving iconic collections such as the Monaco and Carrera to new heights. She will also oversee TAG Heuer’s role as the official timekeeper of Formula 1 — a position the brand assumed from Rolex in 2025 under a new ten-year partnership. The arrangement forms part of a broader collaboration between LVMH and motorsport that also includes Moët & Chandon. It marks a return to a role TAG Heuer previously held from 1992 to 2003.
On the appointment, Bianchi commented: “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.”
The timing of her appointment is far from straightforward. The Swiss watch industry continues to grapple with sluggish demand in China, where consumer confidence has been dampened by an ongoing property crisis. In the United States — the other key market — volatile equity markets, a fluctuating dollar, and geopolitical uncertainty add further complexity.
That said, there are signs of a tentative recovery: LVMH reported a return to moderate growth for its watch brands in the fourth quarter of last year, while industry-wide exports rose in December. How Goasglas, with her deep institutional knowledge of the brand, navigates this environment will be closely watched.
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