31 Luxury Watch Brands You’re Mispronouncing: How To Pronounce Jaeger-LeCoultre, A. Lange & Söhne…

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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 U.S, 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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