LVMH has appointed Béatrice Goasglas as CEO of TAG Heuer, effective May 1, 2026. She becomes the first woman to lead the 166-year-old Swiss watchmaker, succeeding Antoine Pin, whose departure was announced in January after roughly 18 months in the role.
Goasglas will relocate from Miami to La Chaux-de-Fonds to take the reins. She is a TAG Heuer insider, having joined the brand in 2018 as VP of Digital & Client Experience in Geneva. She subsequently served as Managing Director of TAG Heuer Asia Pacific, based in Singapore, beginning in 2021, and most recently as President of TAG Heuer Americas.
The appointment was announced by Stéphane Bianchi, Deputy CEO of LVMH and CEO of LVMH Watches & Jewelry. Goasglas is tasked with continuing the brand's on-strategy of elevation and innovation — an effort that has endured a turbulent stretch of leadership turnover. TAG Heuer has cycled through eight male CEOs in the past 13 years, a list that includes Julien Tornare—now CEO of Hublot—and Frédéric Arnault, now CEO of Loro Piana.
The new CEO inherits a brand that, by recent analyst estimates, is holding up comparatively well within the LVMH watch portfolio. According to Morgan Stanley's latest Swiss watch industry report, TAG Heuer is estimated to have posted a 25 turnover of CHF 656 million—approximately USD 840 million—on 342,000 units sold.
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