Tag Heuer North American President Benjamin Beaufils

PARIS — LVMH Moët Hennessy Louis Vuitton’s watch label Tag Heuer has hired Benjamin Beaufils as president of North America, tapping an executive from within the group to lead sales, marketing and operations in the U.S. and Canada, WWD has learned.

The former Louis Vuitton executive, who headed that brand’s North American operations from Miami, will shuttle between Tag Heuer offices in New York and New Jersey.

Reporting to Yann Bouillonnec, the watchmaker’s vice president of sales, Beaufils will visit stores and meet with employees for a few months before launching new projects next year.

The move comes a year after Stéphane Bianchi was named head of LVMH’s watchmaking division, replacing industry veteran Jean-Claude Biver and heading Tag Heuer with the chief executive officers of Hublot and Zenith reporting to him. At the time of Bianchi’s appointment, LVMH chairman and ceo Bernard Arnault, who also named his son Frédéric Arnault as head of the label’s strategy and digital direction, said the objectives for the division were to deliver products with the “highest technical quality” and continue to grow the labels on a global level.

Earlier this year, at the Baselworld watches and jewelry fair in Switzerland, the brand unveiled a connected watch for golf players, with an accompanying app. The label is tackling two fronts: traditional watchmaking — helped by a new hire, Guy Bove, formerly a designer for Breitling and IWC Schaffhausen — and connected watches, as it continues to invest in digital and channels, as well as research and development, marketing and retail networks.

Beaufils previously worked for L’Occitane en Provence in Europe and in the Americas.

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