Beatrice Goasglas steps into leadership role: The new face of TAG Heuer's innovation

In what has proved a significant shakeup at the executive level, Beatrice Goasglas is set to become the CEO of Swiss watchmaker TAG Heuer, effective May 1, 2026. TAG Heuer, a prestigious brand with roots dating back to 1860, is a subsidiary of the Louis Vuitton Moët Hennessy (LVMH) group and is headquartered in La Chaux-de-Fonds. Goasglas is currently the President of the Americas of TAG Heuer, the company’s largest market. She will take over the helm after the sudden departure of Antoine Pin in January. Goasglas entered TAG Heuer in 2018, bringing her invaluable experience from L’Oreal and Sephora. Since 2023, she has steered TAG Heuer’s Americas division with finesse.