TAG Heuer CEO Antoine Pin Resigns

By Rob Bates | January 23, 2026

Tag, he’s out.

TAG Heuer has confirmed that Antoine Pin has stepped down as CEO of the LVMH-owned watch brand, after just 18 months in the job.

“After 23 years within the LVMH group, Antoine Pin has decided to start a new chapter in his career,” according to a statement sent to JCK. It said his successor will be announced shortly.

Pin’s departure was unusual as it came right before LVMH Watch Week, the company’s annual timepiece showcase, which was held Jan. 19–21 in Milan. It is also the latest sign of turmoil at the top for TAG; when Pin took over the watch brand in mid-2024, he was its third CEO in less than a year.

Robin Swithinbank wrote in Business of Fashion that Pin’s exit may have been related to strategic differences over Connected, TAG’s high-end smartwatch.

“According to some estimates, LVMH has invested as much as 250 million Swiss francs in the project over the past decade,” he wrote. “Some analysts think the category is a dead end.”

In October, LVMH reported that revenue for its watch and jewelry division fell 2% during the first nine months of 2025.

(Photo courtesy of LVMH)