Béatrice Goasglas became TAG Heuer CEO on May 1, 2026, following a series of leadership changes across LVMH’s watch businesses. The reshuffle began in January 2024, when Frédéric Arnault took charge of LVMH Watches and Julien Tornare moved from Zenith to TAG Heuer. Jean-Christophe Babin succeeded Arnault as division CEO in April 2025; LVMH’s March 2025 announcement named Tornare as Hublot CEO.
What changed at TAG Heuer, Hublot and LVMH Watches?
The announcements describe two levels of leadership: a division CEO overseeing LVMH’s watch Maisons, and a CEO for each individual Maison. Those roles changed at different times, so the names in a 2024 announcement do not describe the later leadership picture.
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| Date effective | Role | Appointment | Previous assignment or context |
|---|---|---|---|
| January 1, 2024 | CEO of LVMH Watches | Frédéric Arnault | Previously CEO of TAG Heuer; the remit covered Hublot, TAG Heuer and Zenith, according to LVMH’s appointment announcement. |
| January 1, 2024 | CEO of TAG Heuer | Julien Tornare | Previously CEO of Zenith. |
| January 1, 2024 | CEO of Zenith | Benoit de Clerck | Succeeded Tornare. |
| April 1, 2025 | CEO of LVMH Watches | Jean-Christophe Babin | Succeeded Frédéric Arnault while retaining his responsibilities as Bvlgari CEO. |
| March 2025 announcement | CEO of Hublot | Julien Tornare | LVMH identified him in this role; the announcement does not establish whether he still holds it on October 8, 2026. |
| May 1, 2026 | CEO of TAG Heuer | Béatrice Goasglas | Her appointment was announced March 12, 2026. Antoine Pin was identified as TAG Heuer CEO in LVMH’s 2025 division announcement. |
Who is the new CEO of TAG Heuer?
Béatrice Goasglas became TAG Heuer CEO on May 1, 2026. In its March 12, 2026 announcement, LVMH described her previous roles at the Maison as vice president of Digital & Client Experience, managing director for Asia Pacific, and president for the Americas. She followed Antoine Pin, whom LVMH identified as TAG Heuer CEO in its 2025 announcement about the division leadership change.
Stéphane Bianchi, identified in the 2026 release as LVMH Group Managing Director and CEO of LVMH Watches & Jewelry, described Goasglas as having deep brand knowledge and a strong record within TAG Heuer. That is the company’s stated rationale for the appointment, not an independent assessment of its results.
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Who is CEO of Hublot?
LVMH’s March 2025 announcement identified Julien Tornare as Hublot CEO. The latest Hublot-specific appointment evidence available here is that announcement; it does not independently confirm the role’s status on October 8, 2026. Tornare had been appointed TAG Heuer CEO in the January 2024 reshuffle after leading Zenith.
What happened to Frédéric Arnault?
Frédéric Arnault moved from TAG Heuer to CEO of LVMH Watches effective January 1, 2024. LVMH announced on March 28, 2025, that Jean-Christophe Babin would succeed him in the division role effective April 1, 2025. The 2025 announcement described Babin as continuing to serve as Bvlgari CEO as well as leading LVMH Watches.
Who leads LVMH Watches?
Jean-Christophe Babin became CEO of LVMH Watches on April 1, 2025, succeeding Frédéric Arnault. The division title is separate from the CEO roles at the individual Maisons. In its March 2026 announcement of Goasglas’s appointment, LVMH described Stéphane Bianchi as Group Managing Director and CEO of LVMH Watches & Jewelry. That broader group-level title should not be confused with a Maison CEO position.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How the reshuffle unfolded
January 2024: leadership moves among three Maisons
LVMH announced that Frédéric Arnault would oversee Hublot, TAG Heuer and Zenith as CEO of LVMH Watches. At Maison level, Julien Tornare moved from Zenith to TAG Heuer, and Benoit de Clerck succeeded him at Zenith. The same announcement identified Ricardo Guadalupe as Hublot CEO at that time.
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Stéphane Bianchi, then identified as CEO of the LVMH Watches & Jewelry Division, said he was pleased to have Arnault join him to oversee the three watch Maisons and cited the prospect of Arnault’s insights and vision supporting their growth. This was Bianchi’s stated rationale for the appointment.
March–April 2025: a new division CEO and a Hublot appointment
LVMH announced on March 28, 2025, that Babin would succeed Frédéric Arnault as CEO of LVMH Watches from April 1. In the same announcement, LVMH identified Julien Tornare as Hublot CEO, Antoine Pin as TAG Heuer CEO, and Benoit de Clerck as Zenith CEO.
March–May 2026: TAG Heuer names Goasglas
LVMH announced on March 12, 2026, that Béatrice Goasglas would become TAG Heuer CEO on May 1. The appointment is later than the 2025 announcement naming Antoine Pin to the role, which is why older coverage may give a different answer to who leads TAG Heuer.
Quick Recap
Sources
- LVMH: “Appointments at LVMH Watches & Jewelry Division” — January 2024 appointments effective January 1.
- LVMH: “Jean-Christophe Babin named CEO LVMH Watches” — March 28, 2025 announcement, with an April 1 effective date.
- LVMH: “Béatrice Goasglas named CEO of TAG Heuer” — March 12, 2026 announcement, with a May 1 effective date.
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