How Béatrice Goasglas Will Transform Tag Heuer: 5 Key Strategies Revealed

Yang Jeong-won | 2026.03.13

Translation result.TAG Heuer — the watchmaking maison that marries tradition with bold innovation — is stepping into a new era with fresh leadership. On March 12 (Paris time), LVMH announced via Stéphane Bianchi, the group’s managing director and CEO of Watches & Jewelry, that Béatrice Goasglas will be TAG Heuer’s next chief. Her official term begins May 1, 2026.
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Goasglas joined TAG Heuer in 2018 as vice president of Digital & Client Experience. She moved on to serve as managing director for Asia Pacific from Singapore in 2021, and since 2023 has led TAG Heuer Americas — roles that have proven her global management chops. Executives point to her deep, hands-on experience in critical positions and her strong organizational leadership as key reasons for her promotion. As she prepares to assume the role, Goasglas plans to reinterpret TAG Heuer’s heritage through a modern lens and accelerate an innovation-first strategy. With a clear understanding of the maison’s legacy and structure, she aims to elevate the brand’s iconic collections and boost TAG Heuer’s global profile through a strategic partnership with Formula 1®.Stéphane Bianchi commented, “Béatrice has delivered outstanding results at TAG Heuer, and we are very pleased she will lead this iconic watchmaking maison. Her proven leadership and committed approach will be central to realizing TAG Heuer’s avant-garde spirit and top-tier watchmaking quality, and they will play a key role as the brand enters a new phase.”By Jungwon Yang (neiro@hankyung.com)