TAG Heuer Names Béatrice Goasglas CEO, First Woman to Lead Historic Watch Brand

TAG Heuer ended 166 years of exclusively male leadership by appointing Béatrice Goasglas as its new CEO, effective May 1, 2026. She is the first woman to hold the top job at the LVMH-owned Swiss watchmaker, known for the Monaco and Carrera chronographs, and she comes to the role as an eight-year company insider rather than an outside hire.

Stéphane Bianchi, managing director of LVMH and CEO of LVMH Watches & Jewelry, made the announcement. "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," Bianchi said. "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."

Goasglas's path to the top job ran through three continents. She joined TAG Heuer in 2018 as Vice President of Digital and Client Experience, based in Geneva. In 2021, she moved to Singapore to serve as Managing Director for Asia Pacific. Two years later, she relocated to Miami as President of TAG Heuer Americas, a role she held until this appointment. She will now leave Miami for La Chaux-de-Fonds, the Swiss watchmaking capital where TAG Heuer is headquartered.

The appointment lands at a complicated moment for the brand. TAG Heuer has cycled through eight male CEOs in the past 13 years, according to one account of the brand's leadership history. Her immediate predecessor, Antoine Pin, departed in January after roughly 18 months in the role. Before Pin, Julien Tornare served as CEO for less than a year before moving to the same role at fellow LVMH brand Hublot. Frédéric Arnault, son of LVMH founder Bernard Arnault, held the post before Tornare.

What Goasglas inherits is a brand that, by analyst estimates, has been holding its ground. Morgan Stanley's latest Swiss watch industry report estimated TAG Heuer's turnover at CHF 656 million, approximately USD 840 million, on 342,000 units sold. The brand's stated strategic direction, elevation, innovation, and global expansion, remains unchanged, as does its positioning as the official timekeeper of Formula One.

The continuity play is deliberate. Promoting from within, and specifically choosing someone who has managed TAG Heuer's two most commercially significant regions, signals that LVMH wants institutional knowledge running the brand rather than another reset.