téphane Bianchi, LVMH Group Managing Director and CEO of LVMH Watches & Jewelry, announced the appointment of Béatrice Goasglas as CEO of Tag Heuer, as of May 1st, 2026.

Having joined TAG Heuer in 2018 as VP Digital & Client Experience, Béatrice Goasglas was subsequently appointed Managing Director, TAG Heuer Asia Pacific, and then President, TAG Heuer Americas.

In her new role, she will continue to drive the Maison’s strategy of elevation and innovation, which has been underway for several years. Building on her deep knowledge of the Maison, its heritage and its teams, she will also be able to leverage the brand’s iconic collections, as well as its strategic partnership with Formula 1.

“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 and to continue embodying the very highest watchmaking quality and the avant-garde spirit so dear to the Maison,” said Stéphane Bianchi.