LVMH Promotes Béatrice Goasglas to CEO of TAG Heuer

LVMH has named Béatrice Goasglas as the next CEO of TAG Heuer, with her appointment taking effect May 1.

Goasglas joined the timepiece company in 2018, starting as vice president of digital and client experience in Geneva, LVMH said last week.  In 2021, she became managing director of TAG Heuer Asia Pacific and then president of the Americas in 2023, based in Miami, Florida.

In her new position, Goasglas will continue to lead TAG Heuer strategies, the group said. Drawing on her extensive knowledge of the maison, she will also be able to leverage the brand’s iconic collections and its partnership with Formula 1, it added.

“[Goasglas] has had an outstanding career within TAG Heuer, and I am delighted that she will be taking the helm of this iconic watchmaking maison,” said Stéphane Bianchi, LVMH group managing director and CEO of LVMH watches and jewelry. “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.”

Image: Béatrice Goasglas. (LVMH)