After the unexpected departure of its last leader at the start of the year, TAG Heuer has announced Béatrice Goasglas will take over as chief executive officer starting May 1, 2026. Currently president of the brand’s Americas division, Ms Goasglas’ background lies in digital marketing and client experience.

She joined TAG Heuer in 2018 as vice-president of Digital & Client Experience, before rising to head the Asia-Pacific market. Notably, she worked with Frederic Arnault on Connected smartwatch during her stint at TAG Heuer headquarters, at the time one of the brand’s most important projects. Mr Arnault rose to chief executive of TAG Heuer, then moved on to head the LVMH Watch Division. He is now leading “quiet luxury” label Loro Piana, although Mr Arnault is known to retain an eye on the watch brand he once led.

Prior to that, she held digital marketing and client-relations roles in fashion and cosmetics. While this background e-commerce and client relationships is an unusual background for the chief of a mainstream watch brand, it is perhaps useful and fitting for the luxury watch industry in the 21st century, and also revealing as to where TAG Heuer wants to go.