Swiss watch brand TAG Heuer has named Béatrice Goasglas as CEO, effective May 1, 2026, succeeding Antoine Pin. Goasglas joined TAG Heuer in 2018 as VP of digital and client experience, later serving as managing director for Asia-Pacific and, most recently, president of the Americas. LVMH, which owns TAG Heuer, cited her deep knowledge of the brand’s heritage as central to its elevation strategy. She will leverage iconic collections and the brand’s 10-year Formula 1 official timekeeper partnership, which began in 2025. Founded in 1860, TAG Heuer has been part of LVMH since 1999.

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