TAG Heuer's New CEO: Familiar Face, Fresh Role

TAG Heuer is set for a leadership change, but it's more of a homecoming than a shake-up.

Béatrice Goasglas will take over as CEO of TAG Heuer starting May 1st, 2026. She's been with the brand since 2018, climbing the ranks from VP Digital & Client Experience to Managing Director in Asia Pacific, and most recently, President of the Americas. Her new role will see her continuing to push TAG Heuer's strategy of innovation and elevation. That's been the game plan for a while now.

Goasglas knows TAG Heuer inside out. She'll be leaning on that experience and the brand's iconic collections to keep things moving forward. The Formula 1 partnership is part of that mix too. Stéphane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry, seems confident she's the right fit. "Her deep knowledge of the brand...will enable TAG Heuer to reach new heights," he says.

Before TAG Heuer, Goasglas had stints at Sephora, L'Oréal, The Kooples, and SMCP Group. Her career path has been digital-focused from the start. That’s not changing anytime soon.

So there you have it. A familiar face stepping into a bigger role at TAG Heuer. You’ll know if this matters to you.