TAG Heuer confirms Béatrice Goasglas as CEO to lead its next chapter
Key Highlights
- Béatrice Goasglas appointed CEO of TAG Heuer, effective May 1st, 2026.
- Promotion follows senior roles as VP Digital & Client Experience, Managing Director Asia Pacific, and President Americas.
- Mandate to steer TAG Heuer’s strategy of elevation and innovation.
- Appointment endorsed by Stéphane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry.
- Goasglas will build on TAG Heuer’s heritage, key collections, and Formula 1 partnership.
A considered leadership transition at TAG Heuer
TAG Heuer has confirmed the appointment of Béatrice Goasglas as Chief Executive Officer, effective May 1st, 2026. Announced from Paris and confirmed by Stéphane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry, the move provides continuity at the head of the Swiss watchmaking Maison while sustaining recent momentum.
Goasglas steps into the role after a series of strategic positions within TAG Heuer focused on digital transformation, client experience and international markets. Her promotion reflects confidence in an executive who combines operational responsibility in Europe, Asia Pacific and the Americas with a detailed understanding of the Maison’s codes and long-term direction.
A trajectory shaped by digital and international markets
Joining TAG Heuer in 2018 as VP Digital & Client Experience in Geneva, Béatrice Goasglas focused on how the Maison engages with clients across physical and digital touchpoints. Working at the intersection of technology and service, she supported TAG Heuer’s strategy to elevate the brand while preserving its avant-garde spirit.
In 2021, she was appointed Managing Director, TAG Heuer Asia Pacific, based in Singapore, overseeing a key luxury watch region. In 2023, she became President, TAG Heuer Americas in Miami, taking charge of another core territory for the Maison.
This path through Asia Pacific and the Americas gives Goasglas direct insight into collector expectations across continents and generations. As CEO, she brings to La Chaux-de-Fonds and to the wider LVMH Watches & Jewelry division a clear view of how TAG Heuer’s identity resonates in varied cultural and commercial contexts.
Endorsement from LVMH and focus on elevation
Announcing the appointment, Stéphane Bianchi underlined both continuity and ambition in the choice of TAG Heuer’s new CEO. He highlighted her career within TAG Heuer and her deep knowledge of the brand, leadership and commitment as assets to drive the Maison forward, reaffirming that TAG Heuer will continue to embody high watchmaking quality and an avant-garde spirit.
In her new role, Goasglas will steer a strategy of elevation and innovation that has been underway for several years. This includes a refined expression of TAG Heuer’s design language, the strengthening of its emblematic collections and the focused activation of its strategic partnership with Formula 1, building from the brand’s heritage and the teams that carry it.
From CRM to the helm of a watchmaking Maison
Before joining TAG Heuer, Béatrice Goasglas built her expertise across beauty, fashion and retail. She began her career in 2007 at Sephora as a CRM Project Manager Consultant, working on client data and relationship management, before moving to L’Oréal in 2009 as an e-Marketing Manager.
She then served as Digital & Customer Director at The Kooples from 2012 to February 2015, and subsequently joined SMCP Group as Head of Marketing, Digital & Client from February 2015 for over three years. Across these roles, Goasglas developed a profile at the intersection of brand, client and digital that now underpins her leadership of a contemporary watchmaking Maison.
Why it matters
For TAG Heuer, appointing a CEO from within the Maison, with experience in digital, client experience and major international regions, supports a measured yet ambitious evolution of its watchmaking identity. For GCC collectors and enthusiasts, it reinforces the sense that LVMH is consolidating leadership teams able to balance heritage and innovation in a market that values coherent, long-term brand vision.
For further context on TAG Heuer and wider LVMH watchmaking developments relevant to the Gulf, readers can turn to specialised regional perspectives through their preferred information channels and boutique advisors.
