TAG Heuer Appoints Béatrice Goasglas as New

Marking a new chapter for the maison, the former U.S. President succeeds Antoine Pin in the leadership role.

Béatrice Goasglas CEO of Tag Heuer. (David Atlan)

Tag Heuer has appointed Béatrice Goasglas as its new CEO. She will resign from her role as president of Tag Heuer Americas at the conclusion of Watches and Wonders 2026, at the end of April. Goasglas will succeed Antoine Pin, who has announced his exit from LVMH, which includes Tag Heuer, after merely 15 months in the position.

Goasglas' inaugural foray into horology commenced with Tag Heuer, where he assumed the role of vice-president of digital and client experience in 2018. Prior to that, she worked in the beauty and fashion sector, with positions at Sephora, L'Oréal, and SMCP Group, which owns the accessible luxury brands Maje and Sandro.

Goasglas will be responsible for guiding Tag Heuer through difficult periods characterised by a sluggish global economy, political instability, and swiftly changing consumer behaviour. She will additionally supervise the maison's substantial obligations as the Official Timekeeper of Formula 1. Goasglas is the most recent entrant to a limited roster of female CEOs in the predominantly male watchmaking industry, which presently comprises Catherine Renier of Van Cleef & Arpels (who also manages jewellery), Christine Hutter of Moritz Grossmann, and Ilaria Resta of Audemars Piguet.

It is alluring to juxtapose Goasglas with Resta. Similar to Goasglas, Resta commenced her career in the beauty industry, spending twenty years at Procter & Gamble before assuming the role of president of global perfumery and ingredients at Firmenich. However, their similarities conclude at this point. Resta was an authentic outsider recruitment, entirely unfamiliar inside the watch industry and tasked with substantial expectations, whereas Goasglas possessed several years of experience in the field prior to his appointment as CEO.