In the polished world of Swiss watchmaking, where heritage meets the high-speed thrill of the racetrack, a new era is dawning under the guidance of a familiar visionary. LVMH has officially named Béatrice Goasglas as the new CEO of TAG Heuer, a move that promises to blend avant-garde innovation with the soulful elevation of an iconic Maison.

Starting May 1st, 2026, Goasglas will step into the role with a resume that reads like a masterclass in global luxury strategy.Her journey within the brand began in 2018 in Geneva, where she served as the Vice President of Digital and Client Experience. From there, she navigated the vibrant markets of Singapore as the Managing Director for Asia Pacific before making her mark in Miami as the President of the Americas. This international odyssey has given her a profound understanding of the brand’s DNA, from its deep-rooted history to its high-octane partnership with Formula 1

Before her rise through the ranks of TAG Heuer, Goasglas honed her expertise at prestigious houses such as Sephora, L’Oréal, and The Kooples, building a foundation in digital storytelling and client connection that is now set to redefine the future of time.