Goasglas steps up eight weeks after the sudden departure of her predecessor, as TAG Heuer navigates a turbulent stretch at the top and a broader slowdown across the Swiss watch industry.
Key Takeaways
- The brands parent company LVMH announced Thursday that Béatrice Goasglas will assume the role on May 1, 2026.
- Goasglas is TAG Heuer’s seventh CEO since 2013. Her predecessors include Frédéric Arnault, Stéphane Bianchi and Jean-Claude Biver – most of whom moved on to bigger LVMH roles rather than leaving the group.
- She replaces Antoine Pin, who was appointed CEO in July 2024 and lasted just 18 months.
- Pin’s departure was effective immediately, with LVMH saying he had “decided to start a new chapter in his career” after 23 years with the group.
- The appointment was confirmed by Stéphane Bianchi, who oversees the group’s watches and jewellery division.
- Goasglas has a long history with TAG Heuer. She joined the brand in 2018 as vice president of digital and client experience before rising rapidly through the organisation.
- Over the past five years she has held several key roles across the company’s global footprint, including managing director for Asia Pacific and, most recently, president of the Americas.
Key Background
Before joining TAG Heuer, Goasglas built a career across digital marketing and luxury retail. She began at Sephora as a CRM project manager before moving to L’Oréal as an e-marketing manager. Later roles included leadership positions at fashion labels The Kooples and SMCP Group.
LVMH’s watches and jewellery division saw profits fall 13 per cent in the first half of 2025, with revenues largely flat, leaving Goasglas with a significant repair job alongside steadying a leadership culture that has been in flux for years.
Crucial Quote
“Béatrice has had an outstanding career with TAG Heuer,” Bianchi said in a statement. “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.”
Big Number
7: The number of CEOs TAG Heuer has had since 2013.
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