Swiss watchmaker TAG Heuer is getting a new leader. On 1 May 2026, Béatrice Goasglas takes over as CEO of the brand, an appointment announced by Stéphane Bianchi, Group Managing Director of LVMH and CEO of LVMH Watches & Jewelry.
The appointment marks the next step in TAG Heuer’s ongoing strategy to strengthen its position in luxury watches through innovation, design, and strong partnerships — not least its connection to the very top of motorsport through its tie-up with Formula 1. Notably, Goasglas becomes the first woman to lead the company in its more than 160-year history, and she succeeds Antoine Pin, whose roughly 18-month tenure as CEO ended after his exit was announced in January 2026.
A career built within TAG Heuer
Béatrice Goasglas is far from an external hire. She has been part of TAG Heuer’s organisation since 2018 and has held several key roles within the company over the years.
Her journey within the brand began in Geneva, where she worked on digital strategy and client experience as VP Digital & Client Experience. She then moved to Singapore to lead the Asia-Pacific business as Managing Director in 2021, before most recently serving as President of the Americas region, based in Miami, from 2023. This combination of global leadership roles and deep understanding of the brand makes her a natural choice as TAG Heuer moves forward in its development.
Bianchi commented on the appointment, highlighting her importance to the company’s continued development. He described her career within TAG Heuer as outstanding and said that her deep knowledge of the brand, together with her leadership and commitment, would help TAG Heuer reach new heights while continuing to embody the highest watchmaking quality and the avant-garde spirit so central to the Maison.
Focus on innovation and the brand’s iconic collections
As the new CEO, Goasglas will continue the work of developing TAG Heuer’s position in the luxury segment. The strategy involves, among other things, strengthening the brand’s most iconic models while continuing to invest in innovation and modern technology.
In recent years TAG Heuer has worked actively to highlight its history in both motorsport and advanced watchmaking. Classics like the Carrera, Monaco, and Aquaracer have received new interpretations while the brand has continued to experiment with materials, design, and mechanical solutions. The new CEO is expected to build on this direction while also developing the client experience globally — something close to her background in digital strategy and marketing.
From digital strategy to global leadership
Before joining TAG Heuer, Goasglas built a career in digital marketing and customer strategy. A French native and graduate of the Rennes School of Business, she started at Sephora in 2007 as a CRM project manager and later moved to L’Oréal, where she worked in e-marketing. She then continued in the fashion industry with roles at The Kooples and the SMCP Group, working on digital development, marketing, and client relations.
That background has become increasingly important within the luxury industry, where digital presence, e-commerce, and client experience play a central role in how brands communicate and grow globally.
An important moment for TAG Heuer
The appointment comes at a time when TAG Heuer continues to strengthen its position in the global watch industry. As part of the LVMH group, the brand stands alongside other strong names in the luxury segment while continuing to develop its own heritage in sports watches and technical innovation.
With a leader who has already worked within the organisation for several years, the decision signals stability and continuity in the strategy ahead. For watch enthusiasts and collectors, it likely means TAG Heuer will keep developing its iconic models, while new collaborations and technical ventures could take the brand in new directions. For the latest from the brand, see our coverage of the new Monaco at Watches and Wonders 2026.
Who is the new CEO of TAG Heuer?
Béatrice Goasglas, who takes over on 1 May 2026. She becomes the first woman to lead the brand in its more than 160-year history and succeeds Antoine Pin.
What is her background?
She joined TAG Heuer in 2018 as VP Digital & Client Experience in Geneva, became Managing Director for Asia-Pacific in 2021, and President of the Americas in 2023. Before that she held digital and marketing roles at Sephora, L’Oréal, The Kooples, and SMCP.
What will her focus be?
Continuing TAG Heuer’s strategy of elevation and innovation — strengthening iconic collections like the Carrera and Monaco, developing the global client experience, and leveraging the brand’s Formula 1 partnership.
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