Business News: TAG Heuer Names Béatrice Goasglas, Current Head Of The Americas, As New CEO

TAG Heuer, the storied Swiss watch brand known for its Monaco and Carrera chronographs, has named Béatrice Goasglas as its new Chief Executive Officer, a move aimed at bringing stability to the executive suite of the official timekeeper of Formula One.  

Goasglas, currently the President Americas for TAG Heuer and based in Miami, will take over the top job at the Swiss watchmaker beginning May 1, the company says in a statement.

The appointment follows a series of executive shifts, departures, and changes for the brand, the largest in the stable of watch companies owned and controlled by LVMH. Antoine Pin, a long-time LVMH executive, left the company in January, it was announced, in an abrupt and unexpected departure.  Before Pin took on the top role, Julien Tornare served as CEO for less than a year before shifting to the same role at fellow LVMH brand Hublot. Frédéric Arnault, one of the five children of LVMH founder, chairman, and controlling shareholder Bernard Arnault, who works at the French luxury conglomerate, served as CEO before Tornare.

A long-time executive in the luxury sector with roles at brands including Sephora, L’Oreal, and SCMP, Goasglas has been with TAG since 2018, joining the company in Geneva in a digital and customer experience role before heading its operations in APAC from Singapore. She has led the Americas unit from Miami for TAG Heuer since 2023.

TAG is among the twelve largest Swiss watchmaking brands by sales and the largest in the LVMH watchmaking unit, according to Morgan Stanley estimates. The brand’s sales were relatively stable in 2025 amid a challenging year for much of the sector, but its marketing budget has increased significantly as part of its return to Formula One racing as official timekeeper, replacing rival Rolex. That position comes as part of a decade-long agreement valued at more than $1 billion, signed by LVMH with the motorsport series, which also includes sponsorship for its champagne, fashion, and luggage brands. 

“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. Her deep knowledge of the brand, combined with her leadership and unparalleled commitment, will enable TAG Heuer to reach new heights,” Stephane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry, says in a statement announcing the appointment.