Welcome back to the Gentleman’s Gazette.In today’s video, I’ll show you how to pronounce 31 luxury watch brands fromItaly, Switzerland, and Germany correctly. If you’re interested in this kind of stuff,please also check out our other video about 52 luxury brands and how they’repronounced and mispronounced. So without further ado, let’s jump right inalphabetically. We start with A. Lange & Söhne. It’s a German watch brand that was established in the 1800s and later became nationalized. After the fall of the wall, and the demise of the GDR, the great grandson, the founder re-registeredthe trademark in 1990.
In English, it means A. Lange and Sons. So how is it pronounced? Ah Lang-eh und Zuh-neh. Notice the ampersand is pronounced Ond becauseit’s a German for and there’s an umlaut the o-Zuh-neh. Zoh-neh. Sometimes, I hear it as A Longze and Zohn but that’s incorrect. It’s not of Frenchpronunciation; it’s a German pronunciation – A. Lange & Sőhne. Number twois Audemars Piguet. A family-owned since 1875.
They’re probably most well known for introducing the first luxury sportswatch in 1972, the still popular Royal Oak. So, how is it pronounced? Oh-deh-mahr Pi-geh.It’s not Oh-dih-mar Pi-gae or Oh-deh-mars Pi-geit. It’s a silent S anda silent T. It’s a French pronunciation which is shorter than some Americans orEnglish speakers might think. Audemars Piguet. The R is very quick and not reallypronounced. It comes from the back of your throat, French style, not from thetop of your tongue like in the English language or with a rolled R like theItalian. Again, Audemars Piguet. Number three is Baume Et Mercier.
The Swiss brandwas founded by the Baume brothers in 1830 and they partnered with Paul Mercier in1918. So how does it pronounced? Bohm Eh Mehr-syey. It’s quick, it’s not Mersee-ey, it’s Bohm Eh Mehr-syey. Again, R from your throat and silent R inthe end. No English pronunciation here. Baume & Mercier.Number four is Blancpain. Interestingly, the French name of this Swiss brandtranslates to “White Bread”.
It originally started in 1735 and has undergone manyname changes but eventually headed back up at Blancpain, which is now owned bythe Swatch Group. They produce fewer than 30 watches a day and each watch is madeby one watchmaker. So how is it pronounced? Blohn-Pehn. It’s not Blon-pohn,it’s Blohn-Pehn – Blancpain. Number five is Breguet, founded in 1775 inParis is now also owned by the Swatch Group. The well-regarded company ofBreguet invented the first to be on the first self-winding watch and the firstwristwatch in the world. It’s pronounced Breh-Geh. Breh-Geh. Breguet. It isquicker than an American might say it like Bre-gae or Bri-geit.
So the T is silent, the R comes from the throat – Breguet. Number six isBreitling. It is a Swiss watch company but it’s pronounced German. It is notBright-ling, it is Breit-Ling. It’s the same throat R, it’s not a front throat R. It’snot the bright-ling, it’s Breitling. Number seven is Carl F. Bucherer, foundedby its namesake in 1888 in Lucerne, Switzerland. It is still a family-owned andone of the oldest and most long-standing Swiss watchmaking companies that isstill under the control of the family. English speakers may naturally pronounceit as Carl F. Buk-her-er but the CH in German is hke sound. So Carl F. Buch-ehr-ehr.
Again, rolled in the R in the back of your throat – Carl F. Bucherer.Number eight is Cartier. Even though their first watch was named Santos.Alberto Santos-Dumont, they’re probably most well-known for the Tankwatch and variations of it. The design for the tank watch was inspired by theirRenault tanks from the Western Front of World War 1. In the U.S, many peoplepronounce it Car-di-yey so they change the T to a D and make it longer in the end, but itis Cahr-Tyeh. Cahr-Tyeh. So the R again comes from the back of the throat, not the front and theT is a little harder and overall it’s a little shorter than Car-di-yey; it’s Cahr-tyeh.
Number nine is Chopard, which is probably owned by the german Scheufele family since 1963. It is pronounced Sho-Pahr. So the D in the end is silent; it’s not Sho-pahrd, and the R again comes from the back – Chopard. Number ten is Frederique Constant, founded by a married couple in 1988. This brand considers itself to beaffordable luxury watches. It is pronounced Freh-Deh-Rique Cohn-Stohn. So again, silent Tin the end and the Rs come from your throat. Overall, like most French names ofit shorter the most Americans would make them. Frederique Constant. Eleven is Girard Perregaux. This Swiss luxury watch manufacturer started in 1791.
It’s aprominent brand in the world of high quality mechanical watches. It is pronounced Zhi-rahr Peh-reh-goh. Again, the X is silent, the Rscome from the back, and it’s overall bit shorter and maybe Jeh-rard Pere-goh — Girard Perregaux. Number twelve is Glashütte Original. Glashütte in German means asmuch as “glassworks” and it’s actually a town in Germany that is the center ofthe German watchmaking industry today.
Owned by the Swatch group, it’s one of the few brandsthat still uses their own movements. So how is it pronounced? Glahs-hu-teh Oh-rih-gih-nahl; u is an umlaut–Glahs-hu-teh, and they’re they’re not original but Oh-rih-gih-nahl. Oh-rih-gih-nahl. It’s a German pronunciation – Glahs-Hu-Te Oh-Rih-Gih-Nahl. Again you have thatR from the throat but it’s a little longer than the French would say it,Glashütte Original.
Number thirteen is Hublot, established in 1980. This watchmaker isnow owned by Louis Vuitton, Moët Hennessy — the French luxury conglomerate. The brand namedirectly translates to “porthole” in English. It’s pronounced Oo-bloh. So the H issilent, the typical french way and it’s pronounced very quickly – Hublot. So the H, as well as the T, are silent. Hublot. Number fourteen is IWC Schaffhausen. Actually, the first part of the brand is the abbreviation for “International Watch Company”and Schaffhausen is a town in Switzerland where this company is from.People there speak Swiss German and they call the brand Ee-Vet-Tseh Shof-hou-zen.
Now,the company was actually co-founded in 1868 by an American so you could makethe argument that it would be called IWC Schaffhausen. At the end of the day, mostpeople will call it Ee-Vet-Tseh Shof-hou-zen. In Germany, I is more pronounced like theGerman Eeh and the W is more pronounced like the English V. So it’s Ee-Vet-Tseh Shof-hou-zen.Ee-Vet-Tseh Shof-hou-zen. The CH sound in German is always a “Shh”, never a “Ssk”. So it’s always Shof-hou-zen. IWC Schaffhausen Number fifteen is Jaeger-LeCoultre.This brand arguably one of the most accomplished watchmakers in the worldwith more than a thousand movements to its name.
Probably the watch hey’re most famousfor is the Reverso watch and I have one of those original ones from the 1930sin this video today. So how is it pronounced? Most Americans would sayYah-ger Leh-cul-cher however the French pronunciation is Zhe-Zhuh(r) Lih-Coult(reh). So theR is very silent, it comes from the throat but it’s almost not there andit’s Lih-Coult. So the E is sound as well and is Jaeger-LeCoultre.So it’s one word: Zhe-zhuh(r) Lih-Coult(reh).
That being said, if you go to an American watch store and you askfor a Jaeger-LeCoultre watch, they probably will look at you and couldn’t understandand asks “You want a Yah-ger La-cul-cher watch?”Alternatively, you just say “Get me a JLC”, people will usually understand that.Number sixteen, Longines. This Swiss watchmaker was founded in 1832.Counterfeiting was an issue for Longines as early as the 1880s instead itcame up with the winged hourglass which they trademarked in 1880 and today,it is the oldest unchanged, still active trademark in the world.
It’s pronouncedLohn-Zheen. The important part is that, it’s rather short and quick. It’s not long gene, it’s Longines. Number seventeen is Louis Moinet. This brand was named after the Frenchinventor of the chronograph. Today, their watches are anything but understated andit’s pronounced Loo-ee Mwah-eh. Loo-ee Mwah-eh. So silent S, silent T. Number eighteen is Maurice Lacroix, which was founded in 1975 by Desco von Schulthess.
It’s pronounced Moh-reiss Lah-kwah. Moh-reiss Lah-kwah. Silent X in the end, R from the back– a little shorternot as pronounced – Maurice Lacroix. Number nineteen is Montblanc, which is the highestmountain in Europe in France and even though they’re originally famous forfountain pens, they also started introducing luxury watches. If you want tolearn more about whether a Montblanc fountain pen is worth it ornot, you can check out this video here. Interestingly, despite its Frenchsounding name, it is actually a German brand that is now part of the Richemont group.So, how is it pronounced? Not Mont-blanc or Mont-blong.
It is pronounced Mohn-Blohn.It means “white mountain” translated. Number twenty is Omega. The brand is fromBeil in Switzerland and the German pronunciation would be Oh-meh-gah. However,it’s more French so it’s Oh-meeh-gah. The English might say Omejga or Oh-mae-gah, butthat’s wrong. You can see the E is slightly longer and it’s a very Frenchsound – Omega. Number twenty-one is somewhat exotic in a sense that it is an Italian brand,Panerai.
Now here, the R comes from the front of your tongue and the end iselongated. So it’s Pah-ne-rai. Number twenty-two is Patek Philippe. This Swiss luxury watch brand was founded in 1839 and the most expensive watch sold at auction was thePatek Phillipe sold for $31 million in 2019. Today, the brand is considered to beone of the most prestigious watchmakers in the world. It is considered to be part ofthe big three or the so-called Holy Trinity.
So how is it pronounced? Pah-tek Fih-leep. Pah-tek Fih-leep. It’s not the Pa-tek Fi-lip,Patek Philippe. Again, shorter overall in the syllables.Number twenty-three is Piaget. This Swiss watchmaker was founded in 1874 and iswell regarded for the thinness of the watch movements. So how is it pronounced? Pyah-zhey.It’s not Piajay or Pee-ah-zhet. Piaget. Silent T. Number twenty-four isRichard Mille. This Swiss watch wasn’t established until 2001 but their watchesalready bold and very expensive. It’s pronounced the French way Ree-shar Meel. It’s not pronounced Ri-shar Meehl or Ri-chard Mill. It’s Ree-shar Meel.
Very soft andgentle and French. Number twenty-five is Roger Dubuis.Founded in 1995 by its namesake and a partner, this watch brandis also bold and focuses on adrenalin in their own words. So it’s not Roh-jer Du-bois or Roger dubious but is Roh-zhay Du-wee. Again, R from the throat and the S issilent in the back – Roger Dubuis. Number twenty-six, Rolex. It’s probably the most wellrecognized luxury watch brand in the world and if you want to learn moreabout why that’s the case and a history of the brand, please check out this videohere. The brand Rolex was established in England by the German Hans Wilsdorf. Atthat time, most watch brands would simply use the family name of the founder butHans Wilsdorf had the foresight of creating a brand that was easilypronounceable the world around.
Now how is it pronounced correctly? It’s Ro-lex–very English or American. Now, one could also argue that because this stuff wasGerman, you could pronounce it in a German way and that would be Hro-leks, butthe more common pronunciation that you can also see on their own YouTube videosor ads is Ro-lex. Number twenty-seven is TAG Heuer, partially founded in 1860. TAG stands for“Techniques d’Avant Garde”. Heuer on the other hand was a different company than that wasthe founders last name and those companies merged together in 1985. It’spronounced in a very German way: Tahg Hoy-eh(r). The EU in German is always an “oy”.
Hoy-eh(r). TAG Heuer. Number twenty-eight is Tudor. Now, one could argue whether Tudor is a luxurywatch brand or simply just a poor man’s Rolex but it was also created byHans Wilsdorf with the same idea that it would be something that could bepronounced easily the world around. The German pronunciation would beToo-dohr but the English pronunciation is a Too-dur. Number twenty-nine is Ulysse Nardin,founded in 1846. This brand is well known for their nautical timepieces, it’spronounced Ooh-Leese Nahr-dahn. Again the R from the back, the N is silent and it’snot Yu-les-es or Yu-les, but Ooh-leese Nahr-dahn.
Number thirty is Vacheron Constantin. Next to Patek Phillipe and Audemars Pigeut, it is considered to be thethird part of the Holy Trinity or the big three in the watchmaking worldtoday. Found it in 1755, the Patrimony line ofwatches is probably the most famous one. It’s pronounced Vah-sheh-rohn Kohn-stahn-tahn.Last but not the least, thirty-one is the brand Zenith. It’s another Swiss watch brand thatwas founded in 1865 and the German pronunciation would be Zze-neet but it’spronounced the French way which is Zeh-neet.
So it’s a softer Z like theAmericans would say it but the TH is more like a soft T; not Zw-nith but Zeh-neet.All right, if you enjoyed this video, please head over to our otherpronunciation video and if you’re interested in whether luxury brandsare worth their money, for example is a Rolex worth its money or why should younot buy it and why should you buy it? Please check out this videos in our “IsIt Worth It” series here.
Since we’re traditionally a clothing focused channel,you always have an outfit rundown but today also talked more about my watch. Soin today’s video, I’m wearing a double-breasted suit that was custom made for me out of a Vitale Barberis Canonicofabric, it’s a flannel with a windowpane that is very unusual. I’m pairing it witha white double cuff shirt, a knit tie and navy and light blue and a pocket squarein white with blue cross stitches so it picks up the blue tones of the tie. I’m alsowearing moral boots in black with calf nappa leather, as well as a suedeinsert and gray shoelaces that tied together, the suit as well as my watchwhich is a 1930s stainless steel Reverso watch from LeCoultre.
Nowinteresting, I paid attention the brand is called Jaeger-LeCoultre and some peoplemight think, well it’s just a LeCoultre watch. It was actually from before thosetwo companies merged or that’s not the case.The research was simpler, it had to do with duties and taxes at the time whenyou would import watches to the US and they were assembled here it was a lotless expensive than importing the whole watch to the US and so they just createdthis said brand LeCoultre for a short amount of time and later it became Jaeger-LeCoultre or Jager-LeCoultre as most Americans would say.
I really like the watch because it’s the original of an iconic shape and it is smaller; the mostReverso watches you will find today. I like to wear the watch with darkbusiness suits or in the evening because of its black colored accents. To create aharmony between the watch and my outfit, it shows a sterling silver of MonkeyFist knot cufflinks which are silver that work well with my black boots and theblack and silver watch combination.