Ever since Antoine Pin for unclear reasons left the position as CEO of TAG Heuer in mid-January, the question marks have been there. Who will take over? Who will lead the 166-year-old chronograph brand into the future? The rumors were surprisingly few. Normally rumors are rife in the watch industry, but regarding this open position, TAG Heuer kept it under cloak and dagger until March 12, when LVMH Group announced the appointment of Béatrice Goasglas as CEO of TAG Heuer, as of May 1st, 2026.
Béatrice Who? Some people might say. A French native, and a graduate of the Rennes School of Business, Ms. Goasglas has been at TAG Heuer since 2018, when she took on the role of VP Digital & Client Experience in Geneva. As it turned out, this was just the start of what seems like a prudent stride towards the summit. After three years, she was in 2021 appointed Managing Director APAC, operating out of Singapore. And since 2023, Béatrice Goasglas has been the President Americas for TAG Heuer, based in Miami.
“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 and to continue embodying the very highest watchmaking quality and the avant-garde spirit so dear to the Maison,” said Stéphane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry,
As TAG Heuer is the leading, high-volume, mainstream luxury watch component of the LVMH Group portfolio, it will be interesting to see how this new appointment will affect the LVMH Group share price, which has gone from approximately 650 € to 495 € since the beginning of 2026.
Ms. Goasglas impressive CV also shows 5 years of experience from cosmetics (Sephora and L’Oreal) and another 6 years from fashion (The Kooples and SMCP Group), which will surely give a wider perspective on how to continue TAG Heuer’s strategy of elevation and innovation by leveraging the brand’s iconic collections and Formula 1 partnership. But if you want to get an impression about her previous experience through social media, hold your horses: her Instagram account has zero posts, and LinkedIn 8 posts in 5 years, congratulating colleagues or hailing products.
When Béatrice Goasglas takes her position on May 1, she will be TAG Heuer’s fourth CEO since 2024.
