Tag Heuer names Benjamin Beaufils North America president

By

Jennifer Braun

Published
Sep 24, 2019

LVMH, the owner of watch label Tag Heuer, has appointed one of its own group executives, Benjamin Beaufils, as the Swiss brand's president for North America.

 
Joining from Louis Vuitton North America, where he served as regional vice president, Beaufils will oversee sales, marketing and operations across the United States and Canada, according to multiple U.S. watch industry publications.
 
Beaufils, who also previously worked for L’Occitane en Provence in Europe and in the Americas, will begin his appointment with store visits and employee meets, before launching new projects next year.

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He will report directly to Yann Bouillonnec, Tag Heuer’s vice president of sales and will be based between the Swiss watchmaker‘s offices in Springfield, New Jersey and Manhattan, New York.
 
Tag Heuer has been without a U.S.-based branch president since January when Kilian Müller departed. She’s currently director of sales and member of the executive management team for Bucherer Group.
 
Likewise, one year ago, Stephane Bianchi, the former head of cosmetics firm Yves Rocher, was named head of LVMH’s watchmaking division, after divisional boss Jean-Claude Biver stepped down, becoming the CEO of Tag Heuer. 
 
At that time, Frédéric Arnault, the son of LVMH’s Chairman and CEO Bernard Arnault, was also appointed strategy and digital director at Tag Heuer. 
 
The brand is expected at Baseworld 2020 next year.