The July 2024 LVMH Watches reshuffle involved more than Julien Tornare’s move from TAG Heuer to Hublot: Ricardo Guadalupe was to leave Hublot’s operating CEO role for the position of Honorary President, and Antoine Pin was to move from Bvlgari watch leadership to TAG Heuer. All three changes were announced for September 1, 2024. The contemporaneous report described the package as “more expansive than pundits predicted”; that is its framing, not a claim about what every observer expected.
Who moved where in September 2024?
These were the announced assignments and reporting relationships. The reporting line reflects LVMH’s January 2024 announcement, which said the Maison leaders would report to Frédéric Arnault.
| Executive | Role before the July announcement | Announced role from September 1, 2024 | Reporting line stated by LVMH |
|---|---|---|---|
| Ricardo Guadalupe | Hublot CEO | Honorary President of Hublot | To Frédéric Arnault, as stated in January 2024 |
| Julien Tornare | TAG Heuer CEO | Hublot CEO | To Frédéric Arnault, as stated in January 2024 |
| Antoine Pin | Head of Bvlgari’s watch business | TAG Heuer CEO | To Frédéric Arnault, as stated in January 2024 |
The September effective date and three appointments were reported by Time+Tide on July 18, 2024. The January reporting structure comes from LVMH’s announcement of appointments within its Watches & Jewelry Division.
How the July changes followed the January reshuffle
The July announcement was a second round of leadership changes, not the original 2024 reshuffle. Effective January 1, 2024, Frédéric Arnault became CEO of LVMH Watches; Julien Tornare moved from Zenith to TAG Heuer; and Benoit de Clerck succeeded Tornare at Zenith. LVMH said Tornare, de Clerck, and Guadalupe would report to Arnault.
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That makes Tornare’s September move another change of Maison during the same year: he went from Zenith to TAG Heuer in January, then from TAG Heuer to Hublot in September. Pin’s appointment filled the TAG Heuer CEO position, while Guadalupe’s new honorary title marked a transition out of Hublot’s operating CEO role.
What LVMH said the appointments were intended to do
In its January announcement, Stéphane Bianchi, then identified as CEO of LVMH Watches & Jewelry Division, described Arnault’s appointment as a way “to oversee our 3 Watch Maisons” and said his “unique insights and vision” would help “fuel additional and sustainable growth for them.” On Tornare’s TAG Heuer appointment, Bianchi cited his “entrepreneurial spirit, exceptional leadership skills and strong international and watchmaking background,” saying they would be decisive in pursuing the brand’s “transformation and elevation.”
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Those are LVMH’s stated aims and rationale; the announcements do not establish that the appointments produced particular commercial results. The sources provide no relevant revenue, market-share, ranking, or performance measure by which to assess the reshuffle’s effects.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What changed after the 2024 shake-up
Frédéric Arnault’s successor at LVMH Watches
LVMH announced on March 28, 2025, that Jean-Christophe Babin would become CEO of LVMH Watches from April 1, succeeding Frédéric Arnault. Babin was to retain his then-current responsibilities as Bvlgari CEO. LVMH said Tornare at Hublot, Pin at TAG Heuer, and de Clerck at Zenith would report to Babin. The appointment is set out in LVMH’s March 2025 announcement.
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LVMH’s appointments page later stated that Frédéric Arnault would become CEO of Loro Piana from June 10, 2025, and that a replacement for his LVMH Watches position would be announced shortly. Babin’s appointment announcement identifies him as that successor.
Later changes at TAG Heuer and Bvlgari
In 2026, LVMH announced Béatrice Goasglas as TAG Heuer CEO effective May 1, and Laura Burdese as Bvlgari CEO effective July 1. LVMH said Babin would step down as Bvlgari CEO when Burdese took over while continuing in other Bvlgari roles specified in its announcement. See LVMH’s posts on the Goasglas appointment and the Burdese appointment.
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