Beatrice Goasglas Appointed Chief Executive of TAG Heuer
TAG Heuer has announced the appointment of Beatrice Goasglas as its new Chief Executive Officer. She will assume the role on 1 May, taking leadership of the Swiss watchmaker as it continues to strengthen its position within the global luxury watch sector.
Goasglas currently serves as President of TAG Heuer for the Americas, a position she has held since 2023 from the brand’s Miami office. During this time she has overseen the company’s activities across North and South America, one of the most important markets for Swiss watch exports.
Her appointment reflects a steady rise within the company since joining TAG Heuer in 2018. She initially worked in Geneva focusing on digital strategy and customer experience, an area that has become increasingly important for luxury watch brands seeking to engage collectors and new audiences through online channels.
Following this role, Goasglas was appointed to lead TAG Heuer’s business across the Asia Pacific region. Based in Singapore, she managed operations in one of the most competitive and fast growing luxury markets, gaining extensive international leadership experience before moving to the Americas division.
Before joining the watchmaker, Goasglas built a career across several major companies in the luxury and beauty industries. Her previous roles included senior positions at Sephora, L’Oréal and the South China Morning Post, where she developed expertise in brand development, digital strategy and consumer engagement.
The leadership change was announced by Stéphane Bianchi, Managing Director of the LVMH Group and Chief Executive of LVMH Watches & Jewellery. The group highlighted Goasglas’s long standing experience within the company and her deep understanding of the brand.
Founded in 1860, TAG Heuer remains one of the most recognised names in Swiss watchmaking. The brand is known for its strong links to motorsport, technical innovation and professional timing, with iconic collections such as the Carrera, Monaco and Aquaracer continuing to play a central role in its portfolio.
Goasglas’s appointment signals a continuation of TAG Heuer’s strategy to strengthen its global presence while maintaining the brand’s heritage of performance focused watchmaking.
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