Do we like them?

Do we like TAG Heuer?

Swiss luxury watchmaker (watches and smartwatches), based in La Chaux-de-Fonds and Geneva, Switzerland.

Our score: 5 out of 10. A solid, long-established luxury watch brand with no big scandals in what we found. But we found little independent evidence of good deeds, and its leadership keeps changing.

TAG Heuer is a Swiss watch brand that LVMH owns. In 2020 LVMH made Frédéric Arnault, son of Bernard Arnault, its CEO at 25. He had joined in 2017 to run its smartwatch work.

The top job has changed hands a lot. Bloomberg reported in July 2024 that LVMH had named the third TAG Heuer CEO in a year as watch demand slumped. Antoine Pin, from Bulgari, took over in September 2024.

In March 2026 LVMH promoted insider Béatrice Goasglas to CEO, starting 1 May 2026. She joined in 2018 as VP of digital and client experience. It reads as an attempt at continuity after the churn.

On the ethics side, we found no fines or investigations. TAG Heuer publishes a health, safety and environment policy and works within LVMH's LIFE program, but that's its own word. An old dispute with a Chinese basketball marketing agent dates from 2015–16. So it's a mixed, middling score.