In the world of Swiss watchmaking, the big maisons rarely change pace. When it happens, however, the signal is strong. Such is the case with TAG Heuer, which announced the appointment of Béatrice Goasglas as its new Chief Executive Officer, effective May 1, 2026. A choice that comes at a time of reorganization at the top of the brand’s management and that clearly aims to restore stability and strategic continuity to one of the most iconic brands in contemporary sports watchmaking.
An in-house manager at the maison and current president for the Americas, Goasglas will become the first woman to lead the company in its more than 160-year history, assuming responsibility for one of the LVMH group’s key brands.
Between leadership and transformation
Founded in 1860 in La Chaux-de-Fonds, TAG Heuer has built its identity on technical innovation and an unbreakable link to the world of motorsport, becoming synonymous with Swiss precision and sports chronographs.
In recent years, however, the maison has experienced a phase of great managerial dynamism. Since 2013, several CEOs have taken turns, often later destined for even more strategic roles within the LVMH group. Among the most influential is Jean-Claude Biver, who led the brand in the mid-2010s with a strong approach to marketing and sports collaborations, helping to relaunch TAG Heuer’s image among a younger audience.
Frédéric Arnault, who came to the helm in 2020, then took over his legacy: under his leadership the brand accelerated its digital transformation, strengthening its direct dialogue with customers and consolidating its omnichannel strategy. More recently, in 2024, operational leadership had passed to Antoine Pin, whose mandate, however, ended in January 2026 after about eighteen months, paving the way for a new managerial reorganization.
It was in this context of transition that the fashion house chose to focus on an internal figure with a deep knowledge of the company.
Who is Béatrice Goasglas
Goasglas’ profile is that of a manager with strong expertise in the fields of digital and customer relations, two dimensions now central to contemporary luxury.
Joining TAG Heuer in 2018 as Vice President Digital & Client Experience, she has played a key role in the development of omnichannel strategies, and her journey within the brand has been rapid and international in scope: In 2021 she is Managing Director Asia Pacific, based in Singapore, and in 2023 President of the Americas, based in Miami.
Prior to joining TAG Heuer, he had gained experience in the world of digital marketing and retail at companies such as Sephora (CRM Project Manager), L’Oréal (e-Marketing Manager), and SMCP Group (Head of Marketing, Digital & Client), building solid expertise in the digital transformation of fashion and luxury brands.
LVMH’s support
The announcement of the appointment came directly from Stéphane Bianchi, LVMH Deputy CEO and head of the Watches & Jewelry division. According to Bianchi, Goasglas is the right person to lead the brand into its next phase:
“Béatrice has had an exceptional career within TAG Heuer and I am thrilled that she is taking the reins 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 continue to embody the very high watchmaking quality and avant-garde spirit so dear to the brand.”
Bianchi stressed how the new CEO will be able to enhance both TAG Heuer’s heritage and its contemporary pillars, from iconic collections such as TAG Heuer Carrera and TAG Heuer Monaco to the strategic partnership with Formula One, a central element of the brand’s strategy.
A symbolic passage for watchmaking
Goasglas’ appointment is a significant signal to the watch industry, which has historically been dominated by male leadership.
With a deep understanding of the maison and its key markets, the new CEO now faces an ambitious challenge: to lead TAG Heuer through the next phase of its evolution, guarding the sporty and innovative DNA that has defined the brand for more than 160 years.
What will be the brand’s next step? A further strengthening of the link with motorsport and Formula 1 or a new phase of digital/cultural innovation to bring the brand even closer to the younger generation?
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