TAG Heuer is a difficult brand to talk about, as over the past few years, it has been hard to find many positives. Among the positives, you have the Carrera Glassbox and its revived place as the official timekeeper of the Formula 1 race. The negatives are, however, too grand for the positives to glaze over. Declining sales, increased price, decline of customer trust, and at the forefront of it all, you have instability. There is no functioning brand in the watch world more unstable right now than TAG Heuer.

Since Stéphane Bianci took over as CEO from Jean-Claude Biver in 2018, we have had 5 different CEOs, including Béatrice Goasglas. That is an average term length of 1.6 years per person. This leads to people coming in with different ideas, which can’t be fully realised as there is just not enough time to see them through before the next person comes in and starts the whole operation again.

Now it is Béatrice Goasglas’s turn; she becomes the first female CEO of the largest watch company within the giant LVMH luxury conglomerate. Béatrice has experience within the brand, being a part of it in various roles since 2018, and hopes to use her extensive knowledge of the luxury industry to good effect. I truly hope she will do well and stay in power for a long time, as TAG Heuer needs someone to take control and be there for a good 5-10 years to steady the ship.

She also needs to be given enough time to implement her vision of the brand, as she is in a privileged position thanks to an increased marketing budget due to the Formula 1 deal. As I say, all the best and good luck to her. Until next time