TAG Heuer Names Béatrice Goasglas As New CEO
TAG Heuer has announced the appointment of Béatrice Goasglas as its new Chief Executive Officer, effective May 1, 2026. She succeeds Antoine Pin, who departed the role earlier this year after a little more than a year leading the Swiss watchmaker owned by LVMH.
Goasglas has been part of TAG Heuer since 2018, when she joined as Vice President of Digital and Client Experience. She later held key leadership positions as Managing Director for the Asia Pacific region and, most recently, as President of the Americas. Her experience across several major markets now places her at the helm of one of the most recognized brands in Swiss watchmaking.
In her new role, Goasglas will continue guiding the brand’s strategy focused on innovation, technical development, and strengthening its position in the luxury sports watch segment. TAG Heuer’s portfolio is built around iconic collections such as the Carrera, Monaco, and Formula 1.
The Carrera remains a cornerstone of the brand, known for its motorsport-inspired chronographs and modern in-house movements like the Heuer 02 automatic chronograph caliber. The Monaco, famous for its distinctive square case, continues to represent TAG Heuer’s bold design language and deep connection to racing heritage.
The Formula 1 collection offers a sportier and more accessible entry point into the brand, combining robust construction with racing-inspired aesthetics. Alongside its mechanical watches, TAG Heuer has also continued to develop its Connected smartwatch line, blending traditional Swiss watchmaking design with modern technology.
TAG Heuer’s longstanding relationship with motorsport remains central to its identity, highlighted by its strategic partnership with Formula 1. With strong product lines and a deep connection to racing culture, the brand enters a new chapter under the leadership of Béatrice Goasglas.















































