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Béatrice Goasglas became TAG Heuer CEO on May 1, 2026, following a series of LVMH watchmaking leadership changes that began in 2024. Julien Tornare was named Hublot CEO in LVMH’s March 2025 announcement; that release is the latest Hublot-specific confirmation available here, so it does not establish who holds the role on October 8, 2026. The changes make more sense as a timeline: LVMH’s watch division chief and the CEOs of its individual watch Maisons are separate roles.
Who leads TAG Heuer and Hublot?
| Maison or division | Leadership appointment | Effective date or source status |
|---|---|---|
| TAG Heuer | Béatrice Goasglas, CEO | Effective May 1, 2026; announced by LVMH on March 12, 2026. LVMH announcement |
| Hublot | Julien Tornare, CEO | Named in LVMH’s March 28, 2025 announcement. That is the latest Hublot-specific confirmation established here, not confirmation of the role’s status on October 8, 2026. LVMH announcement |
| LVMH Watches | Jean-Christophe Babin, CEO | Effective April 1, 2025; he also retained his responsibilities as Bvlgari CEO. LVMH announcement |
The division role is not interchangeable with a Maison CEO job. In its March 2026 announcement, LVMH identified Stéphane Bianchi as Group Managing Director and CEO of LVMH Watches & Jewelry, while naming Goasglas to lead TAG Heuer. The group’s 2024 announcement described the LVMH Watches remit as overseeing Hublot, TAG Heuer and Zenith.
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TAG Heuer Connected Calibre E4, Oracle Red Bull Racing Edition, 45MM Smartwatch, Black, Wear OS by... | $1,299.00 | Buy on Amazon |
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TAG Heuer Connected Calibre E4 Golf Edition | $899.00 | Buy on Amazon |
How the LVMH watch leadership changes unfolded
January 1, 2024: Frédéric Arnault moves to LVMH Watches
LVMH announced that Frédéric Arnault, previously TAG Heuer CEO, would become CEO of LVMH Watches effective January 1, 2024, with responsibility for Hublot, TAG Heuer and Zenith. Julien Tornare, then Zenith CEO, was appointed TAG Heuer CEO. Benoit de Clerck succeeded Tornare at Zenith, while Ricardo Guadalupe was identified as Hublot CEO. LVMH’s January 2024 announcement quoted Stéphane Bianchi, then CEO of LVMH Watches & Jewelry, saying he was pleased to have Arnault join him to oversee the three watch Maisons. That was the company’s stated rationale for the appointment, not evidence of its results.
April 1, 2025: Babin succeeds Arnault; Tornare is named at Hublot
LVMH announced that Jean-Christophe Babin would succeed Frédéric Arnault as CEO of LVMH Watches from April 1, 2025, while continuing as Bvlgari CEO. In the same announcement, LVMH identified Julien Tornare as Hublot CEO, Antoine Pin as TAG Heuer CEO, and Benoit de Clerck as Zenith CEO. This marked Tornare’s move from the TAG Heuer role he had taken up in 2024 to Hublot.
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May 1, 2026: Goasglas takes over TAG Heuer
LVMH announced on March 12, 2026 that Béatrice Goasglas would become TAG Heuer CEO effective May 1, 2026, succeeding the leadership reported in the 2025 announcement. Her earlier TAG Heuer positions included VP Digital & Client Experience, Managing Director for Asia Pacific, and President for the Americas. Bianchi described her career and leadership positively in the announcement; those comments represent LVMH’s characterization of the appointment.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why older headlines can give a different answer
“New CEO” headlines refer to different points in this sequence. A 2024 article may call Tornare the new TAG Heuer CEO, while LVMH’s 2025 announcement names him at Hublot and identifies Antoine Pin at TAG Heuer. The 2026 appointment then names Goasglas to lead TAG Heuer. For the division-level post, Arnault’s 2024 appointment was followed by Babin’s 2025 succession. Check the announcement date and whether it concerns LVMH Watches or a specific Maison before treating a name as current.
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- TAG HEUER SMARTWATCH - Includes waterproof TAG Heuer Smart Watch Connected Calibre E4 42 mm Golf Edition, white strap, and black/green interchangeable rubber straps with titanium grade 2 buckles, USB-C cable, main socket, charging dock, and 3 Tag Heuer Golf balls.
- WHERE LUXURY MEETS SPORTS & FITNESS - Tag Heuer fitness watch features include heart rate, wellness, fitness, steps, calling, SMS, emails, compass, microphone, barometer readings, and more. Pre-installed apps & features include TAG Heuer Sports (Running, Cycling, Fitness, Swimming, other sports), TAG Heuer Wellness, TAG Heuer Golf, NFT Viewer.
- MAXIMIZED FOR HIGH PERFORMANCE - Tag Heuer Watches men or women is crafted in ultra-light grade 2 titanium and integrating ergonomic black steel pushers, the sandblasted, black DLC-finished case is built to endure.
- A MUST HAVE FOR EVERY GOLFER - TAG Heuer Golf Watch has a stunning 2D high resolution display showing hazards and distances of more than 40,000 golf courses worldwide.It's the perfect caddie on the wrist; one has just to glance at the watch to know the distance for the next shot while seeing the club recommendation.
- TAG HEURER WATCH POWER & CONNECTIVITY - Running on an impressive Qualcomm Snapdragon Wear 4100+ chipset with a Sapphire Crystal AMOLED display 1.28". With smart watch features that connect with Wi-Fi, Bluetooth 5.0, NFC, NS GNSS.
LVMH’s 2025 Universal Registration Document set out 2026 outlook priorities including TAG Heuer chronographs and Formula 1 partnerships, Hublot additions to Big Bang and Classic Fusion, and Zenith innovation in Chronomaster and G.F.J. These were forward-looking plans in the report, not confirmation that any particular launch had taken place.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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