TAG Heuer Ushers in a New Chapter with the Appointment of Béatrice Goasglas as CEO

An unexpected twist came about in the Swiss watchmaking industry as TAG Heuer, a member under the umbrella of French luxury giant LVMH, announced the appointment of a new CEO. This appointment came after a series of reshuffling events brought about by the sudden exit of Antoine Pin after serving for just over a year. On May 1, 2026, Béatrice Goasglas, a brand veteran, is set to take on the role of TAG Heuer’s CEO.

Having joined TAG Heuer in 2018, Goasglas rapidly rose through the ranks, serving in positions such as VP Digital & Client Experience and later Managing Director of TAG Heuer Asia Pacific and President of TAG Heuer Americas. Her wealth of experience within the brand has poised her as an apt leader, taking the helm of one of LVMH’s top watch companies.

Of the impressive feats expected of Goasglas in her new role, maintaining the elevation and innovation of TAG Heuer that has been a part of their ethos for several years is at the forefront. Her profound understanding of the brand, its history, and its talents, positions her uniquely to leverage these strengths whilst driving forward the company’s strategic alliance with Formula 1. Innovation and elevation, collaboration and tradition, all of these are on the agenda for TAG Heuer’s new era under Goasglas.