The prominent Swiss watchmaker has announced the appointment of Béatrice Goasglas as its new Chief Executive Officer, effective 1 May 2026. The news was delivered from Paris by Stéphane Bianchi, Managing Director of the LVMH Group and CEO of LVMH Watches & Jewellery.
“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,” Bianchi said in a statement. “Her deep knowledge of the brand, combined with her leadership and unparalleled commitment, will enable TAG Heuer to reach new heights and to continue embodying the very highest watchmaking quality and the avant-garde spirit so dear to the Maison.”
Goasglas is, indeed, no stranger to the Maison. Since joining TAG Heuer in 2018 as Vice President of Digital & Client Experience, she has steadily risen through the company’s leadership ranks. Her tenure includes key roles as Managing Director for TAG Heuer Asia Pacific and later as President of TAG Heuer Americas—two instrumental regions that have significantly contributed to the brand’s global momentum today.
Her appointment reflects both continuity and calibrated evolution—a strategic step from a house anchored in heritage yet resolutely forward-looking. According to the company, Goasglas will continue to drive TAG Heuer’s strategy of elevation and innovation, while further leveraging its iconic collections and long-standing partnership with Formula 1.
The transition arrives at a defining moment for the luxury watch sector. While heritage remains invaluable, a new generation of collectors is redefining value through digital fluency and immersive brand experiences and, inevitably, reshaping how watch brands communicate, connect, and innovate.
With a background that seamlessly bridges digital strategy, regional leadership, and client experience, Goasglas appears uniquely equipped to navigate this balance. As she prepares to assume the role in May, the industry will be watching closely to see how the next era of TAG Heuer unfolds.
