Béatrice Goasglas will take over as the CEO of Swiss watchmaker TAG Heuer, on May 1, 2026.
TAG Heuer dates back to 1860, is owned by the Louis Vuitton Moët Hennessy (LVMH) group, and is based in La Chaux-de-Fonds. Goasglas is currently the President of the Americas of TAG Heuer, which is the company’s largest market.
Prior to Goasglas, Antoine Pin, who abruptly left TAG Heuer in January, was the CEO. Before that, Julien Tornare was the CEO, prior to moving to lead Hublot.
Goasglas has been with TAG Heuer since 2018, and before that worked at L’Oreal and Sephora. She has been the President of TAG Heuer’s Americas division since 2023.
TAG Heuer was ranked 11th amongst Swiss watchmakers last year, according to the 2026 Morgan Stanley Watchmaking Report, however, it’s a brand that could easily jump back into the top 10 if they capitalize on the significant investment they’ve made in signing a 10-year Formula 1 partnership, and execute their marketing strategy to the fullest.
TAG Heuer made it on our most wanted lists twice last year, here and here, and considering the Morgan Stanley Reports are based on estimates, not hard numbers, we believe TAG Heuer, an absolute Swiss icon, could already been in the top 10. TAG Heuer certainly has strong brand awareness, and the financial backing of world’s largest luxury group, LVMH, and this appointment could help them stabilize after recent years have been highly volatile, especially at the top.
