TAG Heuer has announced that Béatrice Goasglas will become Chief Executive Officer of the Swiss watchmaker, effective May 1, 2026.

Currently serving as President of TAG Heuer Americas, Goasglas joined the Maison in 2018 as Vice President of Digital & Client Experience in Geneva. Since then, she has played an increasingly significant role in shaping the brand’s global strategy. In 2021, she was appointed Managing Director for Asia Pacific, based in Singapore, before taking on the role of President of the Americas in 2023.

Her appointment reflects both continuity and confidence in leadership from within the brand. Over the past several years, Goasglas has overseen key markets and contributed to the brand’s efforts to strengthen its digital presence, client engagement, and regional growth.

Commenting on the appointment, Stéphane Bianchi, Managing Director of LVMH and CEO of its Watches & Jewelry division, highlighted Goasglas’ experience within the Maison and her ability to lead the brand into its next phase. According to Bianchi, her leadership and deep understanding of TAG Heuer will help guide the company as it continues to pursue innovation while building on its heritage.

Founded in 1860, TAG Heuer remains one of Swiss watchmaking’s most recognizable names, known for its strong ties to motorsport, technical innovation, and contemporary design. As CEO, Goasglas will oversee the next chapter of the brand’s evolution within the LVMH Watches & Jewelry portfolio.

Her appointment marks a new leadership era for the storied Swiss Maison.