French luxury goods group LVMH has announced the appointment of Béatrice Goasglas as Chief Executive Officer (CEO) of Swiss watch manufacturer Tag Heuer.
Goasglas will assume her new role effective May 10th. The brand is continuing its long-term strategy of upgrading and innovation in the hard luxury segment.
Goasglas began her management career at the Maison in 2018, when she joined Geneva as Vice President of Digital and Client Experience. She then worked as Managing Director for Asia Pacific (APAC) from 2021, based in Singapore. Since 2023, she most recently held the position of President of the Americas for Tag Heuer in Miami.
In her new role, Goasglas will be tasked with leveraging the Maison’s heritage and iconic collections. At the same time, it should further develop the strategic partnership with Formula One.
Management support and professional development
Stéphane Bianchi, Managing Director of LVMH Group and CEO of LVMH Watches & Jewelry, expressed confidence about the appointment. Bianchi emphasized that her leadership and commitment will enable the brand to reach new heights. The avant-garde spirit should be preserved.
“Béatrice has had an outstanding career at Tag Heuer. I am delighted that she will take the helm of this iconic watchmaking maison,” said Bianchi. He also highlighted that their in-depth knowledge of the brand and its teams will be crucial. This means it can embody the highest watchmaking quality.
Before joining Tag Heuer, Goasglas built an extensive portfolio in digital and marketing. She began her career in 2007 at the French beauty retailer Sephora as a CRM Project Manager Consultant. In 2009 she moved to the French cosmetics group L’Oréal as E-Marketing Manager.
Goasglas also brings significant experience from the contemporary fashion segment. From 2012 to February 2015, she worked as Digital and Customer Director at the French contemporary brand The Kooples.
She then joined the French fashion group SMCP in February 2015. There she took on the position of Head of Marketing, Digital and Client. She stayed with the group, which counts brands such as Sandro and Maje in its portfolio, for over three years. She then moved to LVMH in the luxury watch sector.
The leadership change comes as LVMH continues to strengthen its position in the global watch market. This is done through digital transformation and regional expansion.
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