Swiss luxury watchmaker TAG Heuer has appointed Béatrice Goasglas as its new Chief Executive Officer, effective May 1, 2026.
Stéphane Bianchi, LVMH group managing director and CEO of its Watches & Jewelry division, announced that Goasglas will succeed Antoine Pin, who has led TAG Heuer since July 2024 amid a broader leadership reshuffle.
Goasglas has strong experience within TAG Heuer. She joined in 2018 as Vice President of Digital and Client Experience, based in Geneva.
Her leadership roles expanded rapidly: in 2021, she became Managing Director for Asia-Pacific in Singapore, and in 2023, President of TAG Heuer Americas, based in Miami.
After nearly ten years with TAG Heuer, Goasglas has developed a deep understanding of its operations, global markets, and long-term strategy.
In her new role, Goasglas will keep driving TAG Heuer’s strategy focused on raising the brand, innovating, and expanding worldwide.
The company highlighted its partnership with Formula 1, which entered a new phase in 2025 when TAG Heuer replaced Rolex as the official timekeeper under a 10-year agreement. This reconnects the brand with its motorsport legacy from 1992 to 2003.
Experts believe Goasglas’ expertise in digital transformation and customer engagement will strengthen TAG Heuer’s position in the competitive luxury watch market.
Before TAG Heuer, Goasglas built her career at several top fashion and beauty companies.
She started in 2007 at Sephora as a CRM project manager, moved to L’Oréal in 2009 as an e-marketing manager, and later held leadership roles at The Kooples and SMCP Group, focusing on marketing, digital strategy, and customer experience.
These roles helped her build expertise in brand development and digital growth before joining the Swiss watchmaker.
Stéphane Bianchi praised the appointment, highlighting Goasglas’ strong track record within the brand.
Bianchi stated that her deep knowledge of TAG Heuer, combined with her leadership and dedication, will drive continued innovation in watchmaking.
Founded in 1860 by Edouard Heuer in St-Imier, Switzerland, TAG Heuer is known for precision timekeeping and motorsport heritage. It joined LVMH in 1999 and now runs major facilities in La Chaux-de-Fonds and Cornol, Switzerland.
Today, TAG Heuer is one of the most recognized names in luxury watchmaking, with Jack Heuer, the founder’s great-grandson, as honorary chairman.
With Béatrice Goasglas as CEO, TAG Heuer is poised for its next phase of innovation, building on more than 160 years of watchmaking heritage.
