by Brent Robillard
“Deep knowledge of the brand”
When Béatrice Goasglas assumes the role of CEO at TAG Heuer on May 1, 2026, she will make history as the first woman to lead the 166-year-old Swiss watchmaker. It is a milestone worth acknowledging. Yet to focus on that fact alone would miss the larger point. Goasglas arrives at the position after eight years within the brand, rising through its ranks while helping shape the strategy that TAG Heuer now carries forward.
The appointment was announced by Stéphane Bianchi, Managing Director of LVMH and CEO of LVMH Watches & Jewelry, who noted her “deep knowledge of the brand” and commitment to its future. Goasglas will oversee the continued execution of TAG Heuer’s strategy of elevation and innovation while building on the Maison’s heritage, core collections, and long-standing connection to Formula One.
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A Career Built Inside the Brand
Goasglas joined TAG Heuer in 2018 as Vice President of Digital & Client Experience, arriving with a background in digital marketing and customer engagement from roles at Sephora, L’Oréal, The Kooples, and SMCP Group. At the time, TAG Heuer was sharpening its focus on younger luxury consumers and building stronger connections between its boutiques, online platforms, and global marketing.
Her early work centred on strengthening digital sales channels and refining the brand’s customer experience strategy—areas that have become increasingly important as watch buyers move between online discovery and boutique retail. The goal was not simply to sell watches online, but to build a more cohesive relationship between the brand and its customers.
In 2021 she was appointed Managing Director for Asia-Pacific, a region that remains central to the Swiss watch industry. Two years later she became President of the Americas, overseeing TAG Heuer’s largest and most commercially important market.
That progression gave Goasglas something rare in modern watchmaking leadership: a view of the brand from nearly every angle—digital strategy, regional distribution, retail partnerships, and global marketing.
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Driving Growth in a Changing Market
The watch industry today looks very different from the one TAG Heuer helped define in the 1960s. Digital commerce, shifting consumer expectations, and an increasingly competitive luxury landscape have reshaped the way brands engage with customers.
Goasglas has been closely involved in navigating that shift.
Her work across Asia and the Americas focused on strengthening TAG Heuer’s retail network, expanding its presence in key markets, and reinforcing the brand’s identity as a sport-driven luxury watchmaker. At the same time, she has helped push forward the digital tools and client-relationship platforms that support modern luxury retail.
This combination—commercial leadership paired with digital fluency—is increasingly important as watch brands balance traditional boutique sales with the realities of online discovery and purchasing.
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Building on TAG Heuer’s Foundations
Goasglas steps into the role at a moment when TAG Heuer continues to refine its position within the LVMH watch portfolio.
The brand’s identity remains closely tied to a handful of enduring collections, including the TAG Heuer Carrera, the TAG Heuer Monaco, and the accessible sport-driven TAG Heuer Formula 1 line. These watches form the backbone of the brand’s catalogue and its long-standing relationship with motorsport.
That connection is reinforced by TAG Heuer’s renewed partnership with Formula 1, a relationship that stretches back decades and continues to shape the brand’s identity. Motorsport has always been part of TAG Heuer’s DNA, from the chronographs worn in the paddock during the golden age of racing to the modern timing technology seen trackside today.
Maintaining that heritage while appealing to a new generation of watch enthusiasts will be central to the brand’s next chapter.
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Looking Ahead
Goasglas inherits a brand with one of the strongest names in Swiss watchmaking and a catalogue of watches that remain widely recognised among enthusiasts and casual buyers alike. Her task now is to guide TAG Heuer through its next phase of growth.
That will likely mean continuing to strengthen digital sales channels, refining the brand’s global retail network, and ensuring that its iconic collections remain relevant in a market that increasingly values both heritage and innovation.
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Her appointment marks a historic first for the Maison. More importantly, it reflects a career built inside the company itself—one defined by digital strategy, international leadership, and a clear understanding of how TAG Heuer fits within the modern watch industry.
In other words, the significance of the moment lies not only in the history being made, but in the experience that led to it.
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About the author
Brent Robillard is a writer, educator, craftsman, and watch enthusiast. He is the author of four novels. You can follow him on Instagram.
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