BREAKING NEWS: TAG Heuer announces Benjamin Beaufils as president for North America

TAG Heuer President Benjamin Beaufils. Photo By JP YIM.

TAG Heuer has appointed Benjamin Beaufils as its president for North America.

Mr Beaufils joins from Louis Vuitton North America where he served as regional vice president.

His role will see him overseeing sales, marketing and operations across the United States and Canada, reporting to Yann Bouillonnec, TAG Heuer’s vice-president of sales.


Mr Beaufils is based between the two TAG Heuer offices in Springfield, New Jersey and Manhattan, New York.

The company says he will spend the first few months visiting boutiques, meeting with the teams, partners and clients across North America, gathering insights and immersing himself in the brand’s rich history and expertise, before launching a variety of exciting projects for the market in 2020.

He spent four years Louis Vuitton North America, based in Florida, where he served as regional vice president. He had previously held roles for L’Occitane en Provence in Europe and the Americas.

The role at TAG Heuer has been vacant since January when Kilian Müller brought the curtain down on a 12 year career with TAG Heuer in Switzerland and the United States to take up a role as director of sales and member of the executive management team for Bucherer Group.

The job saw Mr Müller return to his native Switzerland where Bucherer has its global headquarters in Lucerne.

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