Tag Heuer Names Béatrice Goasglas CEO
- Lily Templeton
- 5 hours ago
- 2 min read
The first woman to lead the 166-year-old watchmaker is currently its president for the Americas and previously led the APAC region.
PARIS — There’s a new name in pole position at Tag Heuer.
The Swiss watchmaker’s parent company LVMH Moët Hennessy Louis Vuitton announced Thursday that Béatrice Goasglas would step up as its chief executive officer on May 1.
Her appointment marks the first woman to take the top role at the 166-year-old company.
Currently Tag Heuer’s president for the Americas, she’ll be swapping Miami for La-Chaux-de-Fond to take over from Antoine Pin, whose exit was announced in January after an 18-month tenure.
“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 and Jewelry. “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.”
A French native, Goasglas is a graduate of the Rennes School of Business and cut her teeth at Sephora, the beauty retailer owned by LVMH. She went on to take a range of roles in digital marketing and customer experience at L’Oréal, The Kooples and the SMCP group.
She returned to the French luxury conglomerate in 2018 when she joined Tag Heuer as chief digital and customer experience officer, a Geneva-based position she held for three years before moving to Singapore as managing director of the Asia-Pacific region in 2021.
As the watchmaker’s CEO, Goasglas is tasked with driving the brand’s strategy of elevation and innovation, which has been underway for several years under the tenure of predecessors including Julien Tornare, now CEO of Hublot, and Frédéric Arnault, now CEO of Loro Piana; as well as leverage its collections and the strategic partnership with Formula 1.
According to Morgan Stanley’s latest report on the Swiss watchmaking industry, Tag Heuer is estimated to have a 2025 turnover of 656 million Swiss francs, or $839.8 million at current exchange rates, with 342,000 units sold.
Goasglas’ appointment comes as the watchmaker goes into its second year after returning as the elite motorsport’s official timekeeper, as part of the 10-year deal with its parent LVMH.
The Swiss watchmaker has “emerged as the most resilient pure-play watch brand in the group, underpinned by its renewed visibility and engagement through Formula 1 sponsorship” in 2025, said Vontobel’s head of Swiss equity research Jean-Philippe Bertschy in a recent luxury goods report.
For watchmakers and other luxury players, the year is expected to be one of “selective normalization rather than a broad-based rebound, with the top five to six groups widening their lead in value creation as ‘luxury fatigue’ and softer aspirational demand continue to bite,” noted Bertschy.
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