31 Luxurious Watch Manufacturers You are Mispronouncing: How To Pronounce Jaeger-LeCoultre, A. Lange & Söhne…

published on July 2, 2020

Welcome back to the Gentleman's Gazette
In today's video, I'll show you how to

pronounce 31 luxury watch brands from
Italy, 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're
pronounced and mispronounced

So without further ado, let's jump right in
alphabetically

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-registered
the 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 because
it'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 French
pronunciation; it's a German

pronunciation – A Lange & Sőhne Number two
is Audemars Piguet A family-owned since

1875 They're probably most well known for

introducing the first luxury sports
watch 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 and
a silent T It's a French pronunciation

which is shorter than some Americans or
English speakers might think

Audemars Piguet The R is very quick and not really
pronounced It comes from the back of

your throat, French style, not from the
top of your tongue like in the English

language or with a rolled R like the
Italian Again, Audemars Piguet

Number three is Baume Et Mercier The Swiss brand
was founded by the Baume brothers in 1830

and they partnered with Paul Mercier in
1918 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 in
the end No English pronunciation here

Baume & Mercier
Number four is Blancpain Interestingly,

the French name of this Swiss brand
translates to "White Bread" It originally

started in 1735 and has undergone many
name changes but eventually headed back

up at Blancpain, which is now owned by
the Swatch Group They produce fewer than

30 watches a day and each watch is made
by 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 in
Paris is now also owned by the Swatch Group

The well-regarded company of
Breguet invented the first to be on the

first self-winding watch and the first
wristwatch in the world It's pronounced

Breh-Geh Breh-Geh Breguet It is
quicker 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 is
Breitling It is a Swiss watch company

but it's pronounced German It is not
Bright-ling, it is Breit-Ling It's the same

throat R, it's not a front throat R It's
not the bright-ling, it's Breitling

Number seven is Carl F Bucherer, founded
by its namesake in 1888 in Lucerne,

Switzerland It is still a family-owned and
one of the oldest and most long-standing

Swiss watchmaking companies that is
still under the control of the family

English speakers may naturally pronounce
it 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 Tank
watch and variations of it The design

for the tank watch was inspired by their
Renault tanks from the Western Front of

World War 1 In the US, many people
pronounce it Car-di-yey so they change the T

to a D and make it longer in the end, but it
is Cahr-Tyeh

Cahr-Tyeh So the R again comes from the

back of the throat, not the front and the
T 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 be
affordable luxury watches It is pronounced

Freh-Deh-Rique Cohn-Stohn So again, silent T
in the end and the Rs come from your

throat Overall, like most French names of
it shorter the most Americans would make them

Frederique Constant Eleven is Girard
Perregaux This Swiss luxury watch

manufacturer started in 1791 It's a
prominent brand in the world of high

quality mechanical watches It is pronounced
Zhi-rahr Peh-reh-goh

Again, the X is silent, the Rs
come 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 as
much as "glassworks" and it's actually a

town in Germany that is the center of
the German watchmaking industry today

Owned by the Swatch group, it's one of the few brands
that 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 that
R 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 is
now owned by Louis Vuitton, Moët Hennessy — the

French luxury conglomerate The brand name
directly translates to "porthole" in

English It's pronounced Oo-bloh So the H is
silent, 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 make
the argument that it would be called IWC

Schaffhausen At the end of the day, most
people will call it Ee-Vet-Tseh Shof-hou-zen

In Germany, I is more pronounced like the
German 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 world
with more than a thousand movements to

its name Probably the watch hey're most famous
for is the Reverso watch and I have

one of those original ones from the 1930s
in this video today So how is it

pronounced? Most Americans would say
Yah-ger Leh-cul-cher however the French

pronunciation is Zhe-Zhuh(r) Lih-Coult(reh) So the
R is very silent, it comes from the

throat but it's almost not there and
it'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 ask
for a Jaeger-LeCoultre watch, they probably

will look at you and couldn't understand
and 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 it
came 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 pronounced
Lohn-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 French
inventor of the chronograph Today, their

watches are anything but understated and
it'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 shorter
not as pronounced – Maurice Lacroix

Number nineteen is Montblanc, which is the highest
mountain in Europe in France and even

though they're originally famous for
fountain pens, they also started

introducing luxury watches If you want to
learn more about whether a Montblanc

fountain pen is worth it or
not, you can check out this video here

Interestingly, despite its French
sounding 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 from
Beil 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, but
that's wrong You can see the E is

slightly longer and it's a very French
sound – 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 is
elongated 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 the
Patek Phillipe sold for $31 million in

2019 Today, the brand is considered to be
one of the most prestigious watchmakers

in the world It is considered to be part of
the 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 is
well 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 is
Richard Mille This Swiss watch wasn't

established until 2001 but their watches
already 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 and
gentle and French Number twenty-five is

Roger Dubuis
Founded in 1995 by its namesake

and a partner, this watch brand
is 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 is
silent in the back – Roger Dubuis

Number twenty-six, Rolex It's probably the most well
recognized luxury watch brand in the

world and if you want to learn more
about why that's the case and a history

of the brand, please check out this video
here The brand Rolex was established in

England by the German Hans Wilsdorf At
that time, most watch brands would simply

use the family name of the founder but
Hans Wilsdorf had the foresight of

creating a brand that was easily
pronounceable 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 was
German, you could pronounce it in a

German way and that would be Hro-leks, but
the more common pronunciation that you

can also see on their own YouTube videos
or 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 was
the founders last name and those

companies merged together in 1985 It's
pronounced 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 luxury
watch brand or simply just a poor

man's Rolex but it was also created by
Hans Wilsdorf with the same idea that

it would be something that could be
pronounced easily the world

around The German pronunciation would be
Too-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's
pronounced Ooh-Leese Nahr-dahn Again the R

from the back, the N is silent and it's
not 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 the
third part of the Holy Trinity or the

big three in the watchmaking world
today

Found it in 1755, the Patrimony line of
watches 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 that
was founded in 1865 and the German

pronunciation would be Zze-neet but it's
pronounced the French way which is

Zeh-neet So it's a softer Z like the
Americans 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 other
pronunciation video and if you're

interested in whether luxury brands
are worth their money, for example is a

Rolex worth its money or why should you
not buy it and why should you buy it?

Please check out this videos in our "Is
It 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 So
in today's video, I'm wearing a

double-breasted suit that was
custom made for me

out of a Vitale Barberis Canonico
fabric, it's a flannel with a windowpane

that is very unusual I'm pairing it with
a white double cuff shirt, a knit tie and

navy and light blue and a pocket square
in white with blue cross stitches so it

picks up the blue tones of the tie I'm also
wearing moral boots in black with

calf nappa leather, as well as a suede
insert and gray shoelaces that tied

together, the suit as well as my watch
which is a 1930s stainless steel

Reverso watch from LeCoultre Now
interesting, I paid attention the brand

is called Jaeger-LeCoultre and some people
might think, well it's just a LeCoultre

watch It was actually from before those
two companies merged or that's not the

case
The research was simpler, it had to do

with duties and taxes at the time when
you would import watches to the US and

they were assembled here it was a lot
less expensive than importing the whole

watch to the US and so they just created
this 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 most
Reverso watches you will find today I

like to wear the watch with dark
business suits or in the evening because

of its black colored accents To create a
harmony between the watch and my outfit,

it shows a sterling silver of Monkey
Fist knot cufflinks which are silver that

work well with my black boots and the
black and silver watch combination

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