Benjamin Beaufils is TAG Heuer’s new president for North America. He comes to the watch company from another LVMH-owned brand, Louis Vuitton. (Photo courtesy of TAG Heuer)
New York—LVMH looked within to find an executive to lead TAG Heuer in the all-important North American market.

Benjamin Beaufils is the new president of North America for TAG Heuer, filing a position that has been vacant since the departure of Kilian Müller earlier this year.

Beaufils spent the last four years working as the Miami-based regional vice president for Louis Vuitton North America. Prior to that, he was with beauty company L’Occitane en Provence for 11 years, working in both the United States and Europe.

With TAG Heuer, he will work out of New York, shuttling between the company’s offices in Manhattan and Springfield, New Jersey. He will report to Yann Bouillonnec, TAG Heuer vice president of sales.

In a news release, the company said Beaufils will spend the next few months visiting stores and meeting with teams, partners and clients across North America before launching projects for the market in 2020.

Prior to Beaufils’ appointment, Müller had spent nearly five years as president and CEO of TAG Heuer/LVMH Watch & Jewelry for North America. He left the company in January to return to his native Switzerland and take a job as an executive with Bucherer Group.

The announcement of Beaufils’ appointment comes almost exactly a year after parent company LVMH Moёt Hennessy Louis Vuitton appointed a new chairman and CEO, Stéphane Bianchi, to oversee its watch division globally.

In addition to TAG Heuer, LVMH owns Zenith and Hublot as well as Bulgari, which produces both jewelry and watches.

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