TAG Heuer has appointed Béatrice Goasglas as CEO, effective May 1, 2026, in a move that feels both deliberate and revealing for where the brand wants to go next.
Having joined the maison in 2018 as VP of Digital and Client Experience, Goasglas went on to lead Asia Pacific and later the Americas, building a profile shaped as much by market understanding as brand stewardship. Her rise has been internal, but the choice says something broader about the moment TAG Heuer is in.
“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,” said Stéphane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry. He added that her “deep knowledge of the brand, combined with her leadership and unparalleled commitment,” will help TAG Heuer “reach new heights” while continuing to embody its watchmaking quality and avant-garde spirit.
What stands out is not only her familiarity with the maison, but the nature of her background. Goasglas comes from a deeply digital and client-focused path, with earlier roles at Sephora, L’Oréal, The Kooples and SMCP Group before joining TAG Heuer. In today’s watch market, where market share is fought for not only through product but through visibility, relevance and customer intimacy, that feels significant.
This kind of appointment suggests TAG Heuer sees modern leadership as more than operational. It is about understanding how desire is built now, across regions, platforms and culture. In that sense, the decision reads as both continuity and strategy.
It points to where the competitive battle may increasingly be won.