On January 16, Swiss luxury watchmaker TAG Heuer announced that its Chief Executive Officer, Antoine Pin, has exited the company. The announcement was made by the brand’s parent company, LVMH Moët Hennessy–Louis Vuitton, which confirmed that Pin has also exited the LVMH group after a total of 23 years.
In a statement, LVMH said that Pin has “decided to start a new chapter in his career,” adding that the group “thanks him for his contribution and address wishes of success in his future projects.”
No successor has been named at this time, with LVMH stating that an announcement will be made “in due course.” The departure has taken effect immediately, and Pin’s future plans have not been disclosed.
A Short Tenure Following His 2024 Appointment
Pin was appointed CEO of TAG Heuer in July 2024 as part of a broader leadership reshuffle within LVMH’s watch division. His predecessor, Julien Tornare, served in the role for approximately six months before being named CEO of fellow LVMH-owned watch brand Hublot.
A graduate of the prestigious HEC Paris business school, Pin began his career at TAG Heuer in 1994, joining the company as a junior sales manager overseeing DFS and the Middle East. He entered the watch industry prior to LVMH’s acquisition of TAG Heuer in 1999.
In 2002, he formally joined the LVMH group as International Marketing Director at Zenith, before going on to hold several senior management roles within the group. Most recently, he served as Managing Director of the watch business unit at Bvlgari.
Accelerating a Brand Strategy Centered on Formula 1
Following Pin’s appointment, TAG Heuer returned as the official timekeeper of Formula 1 under a global 10-year partnership with its parent company, LVMH. The relationship with Formula 1 has long been a cornerstone of TAG Heuer’s identity, and the brand’s return marked a key pillar of its long-term strategy.
In 2025, TAG Heuer continued to expand its global visibility, unveiling a new brand campaign in March and becoming the first-ever title partner of the Monaco Grand Prix in May—an unprecedented move in the race’s history that underscored the brand’s prominence within motorsport.
In the United States, TAG Heuer further extended its sports presence by serving as the official timekeeper of the TCS New York City Marathon. The partnership was highlighted on LVMH’s official website and aligned with the group’s broader brand campaign, Designed to Win.
Connected Watches and Next-Generation Appeal
On the product front, TAG Heuer introduced the fifth generation of its connected watch, the Connected Calibre E5, including a collaborative model with New Balance. The initiative reinforced the brand’s focus on performance-driven design and advanced technology.
Throughout Pin’s tenure, TAG Heuer sharpened its positioning around three core pillars—sport, luxury, and technology—by expanding its touchpoints across Formula 1, the Monaco Grand Prix, the New York City Marathon, and the connected watch segment. His departure comes at a moment when this strategic framework has been clearly defined, marking a transition point for the brand’s next phase of leadership.
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