Business News: TAG Heuer Names Béatrice Goasglas, Current Head Of The Americas, As New CEO

March 13, 2026 - 04:45

In a significant leadership move, Swiss watchmaker TAG Heuer has announced the appointment of Béatrice Goasglas as its new Chief Executive Officer, effective May 1st. The decision promotes from within, signaling a desire for continuity and stable strategic direction for the iconic brand.

Goasglas, who currently serves as the Head of TAG Heuer Americas, is a seasoned executive with deep roots in the luxury and watchmaking sectors. She first joined the company in 2018, bringing with her extensive experience from prior roles at prestigious names like Louis Vuitton and Bulgari. Her successful tenure overseeing the critical Americas region, a key market for luxury timepieces, demonstrated her capability to drive growth and brand relevance.

This appointment concludes a period of interim leadership and solidifies the brand's executive team. Industry observers note that her intimate understanding of TAG Heuer’s operations and global clientele will be invaluable as the brand navigates a competitive and evolving luxury landscape. The focus is expected to remain on innovation, craftsmanship, and strengthening its connection with both traditional watch enthusiasts and a new generation of consumers.