Meet Béatrice Goasglas: TAG Heuer's Newly Appointed CEO – A New Era in Luxury Timekeeping

TAG Heuer, the legendary Swiss watch brand celebrated for its Monaco and Carrera chronographs, has ushered in a fresh era of leadership with the appointment of Béatrice Goasglas as its chief executive officer. This move is perceived as an essential step towards fortifying the executive team at the prestigious brand, revered as the official timekeeper of Formula One.

Currently serving as the President Americas for TAG Heuer and based out of Miami, Goasglas will assume her new role from May 1, according to the brand’s statement. This promotion follows a period of considerable reshuffling, resignations, and changes for the brand, which is the most significant in LVMH’s carefully curated portfolio of wristwatch manufacturers.

TAG Heuer takes pride of place among the twelve major Swiss watchmaking brands in terms of sales and sits at the top of the list in the LVMH watchmaking unit. Despite a tough economic year, the brand’s sales remained steady in 2025, even as it significantly ramped up its presence in Formula One racing. A lucrative decade-long agreement, valued over $1 billion, sees TAG Heuer ousting rival Rolex as the official timekeeper of the famed motorsport series.

“Béatrice has had a remarkable career with TAG Heuer, and I am thrilled that she will be leading this iconic watchmaking Maison. Her holistic knowledge of the brand, coupled with her leadership prowess and absolute dedication, will project TAG Heuer to new heights,” stated Stephane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry.