Luxury Watch Brand Pronunciation Guide

    Whether you’re new to the world of luxury watches or a longtime collector, chances are you’ve been tripped up by luxury watch brand pronunciation. (And if you have, rest assured that you are not alone.) With so many luxury watches designed and manufactured in Switzerland, a country with three official languages, it’s hard to know whether you’re supposed to be using French, German, Italian pronunciation—or something else entirely.

    Luxury Watch Brand

    Get answers to these questions:


    Luxury Watch Brand Pronunciation

    The following is a guide on how to pronounce luxury watch brand names:

    A. Lange & Sohne — [AY Lan-ge und Zhuh-ne]  If you really want to show off, pronounce that ampersand as "und" to show you know it's German, because this is Uhrmacherkunst at its best: based in the legendary watchmaking village of Glashütte in Saxony.

    Audemars Piguet — [Awe-de-mahr PEE-gay] This family-run firm is based in the Joux Valley, a French-speaking section of Switzerland.

    Baume & Mercier — [Bom aye mare-see-aye] This Geneva-based brand follows the French pronunciation, so remember that the ampersand stands in for the French “et.”

    Bovet — [Boo-vay] Named for its Fleurier-born founder, who learned his trade in the French-speaking Val-de-Travers section of Switzerland.

    Breitling — [Bright-ling] That was easy, wasn’t it?

    Bremont — [BRAY-mon] It may be a British company founded by two brothers whose last name is English, but the pronunciation is pure French.

    Blancpain — [Blahn-peh]  Pronounced the French way because it’s based in Switzerland’s French-speaking Joux Valley.

    Buccellati — [Bow-sel-la-tee] As Italian as the Teatro alla Scala.

    Bulgari — [Bul-ge-ree] You’ll also see it spelled “Bvlgari” in imitation of ancient Roman script—but it’s still pronounced the same way.

    Cartier — [Kar-tee-ay] Founded in Paris and pronounced accordingly.

    Chaumet — [Shaw-may] Founded in Paris and pronounced accordingly.

    Chopard — [Sho-parr] Swiss watchmaker, French pronunciation.

    De Grisogono — [Dee Greez-o-go-no] The Swiss maison founded by an Italian of Lebanese heritage.

    Franck Muller — [Frahnk Mool-ler] Geneva headquarters, German pronunciation.

    Gérald Genta — [Zher-rahld ZHEN-ta] Even if you’re not buying one of his brands, you’ll hear a lot about this legendary Geneva-based watchmaker with the French name who sold his company to Bulgari and then started a new company called Gérald Charles [Zher-rahld Sharl].

    Girard-Perregaux — [Jher-arr Pair-a-go]  French pronunciation for this Swiss horologer that dates back to 1791.

    Glashütte — [Glass-hoo-tuh] Named for its location in the Saxon village known as the center of German horology.

    H. Moser & Cie — [Mozer aye say] That H. stands for Heinrich, the Schaffhausen-born, 19th-century watchmaker who founded this Swiss firm, so the proper name follows German pronunciation and the remainder of the brand title follows French pronunciation.

    Hublot — [Hew-blow] A Swiss company founded under a French name by an Italian watchmaker.

    Jaquet Droz — [Jock-aye DRO] French pronunciation, Swiss company.

    Jaeger-LeCoultre — [Jhe-jher Le Cool-tre] You’ll also hear “Yay-ger” and “Zhay-zher” for the first part of that name.

    Longines — [Lon-gene] French pronunciation, Swiss company.

    Maurice Lacroix — [Mar-reece La-kwa] French pronunciation, Swiss company.

    Montblanc — [Mon-blahn] Practice your nasal vowels.

    Officine Panerai — [O-fi-chee-nay Pan-er-aye] Swiss mechanics, Italian aesthetic, and Italian name.

    Parmigiani Fleurier — [Parr-mee-zhe-an-ee Flur-ee-ay] Pronounce the first part with an Italian accent and the second part with a French accent.

    Patek Philippe — [Pah-tek Feel-lipe] Luckily, “Calatrava” and “Nautilus” are even easier to say.

    Perrelet — [Pair-re-lay] French pronunciation, Swiss company.

    Piaget — [PEE-a-zhay] French pronunciation, Swiss company.

    Roger Dubuis — [Row-zhay DU-bwee] French pronunciation, Swiss company.

    TAG Heuer — [Tag Houy-er] The first part is easy for English speakers. The second part, not so much.

    Vacheron Constantin — [Vach-er-on Kon-stan-tan]

    Zenith — [Zen-ith] Never “Zeen-ith.”

    How To Sell Your Watch

    Now that you have a cheat sheet to luxury watch brand pronunciation, you’re ready to talk watches and start shopping. And the best way to afford a luxury watch is to sell what you no longer wear, to buy what you love. That’s where we come in. Established in 2012, myGemma was created as a modern alternative to traditional watch buyers.

    Some luxury buyers haggle. Some take advantage of a customer’s lack of expertise. Others quote prices without mentioning that they also charge for insurance, a seller’s premium, commissions, or servicing the watch. We wanted to change that.

    With offices in Birmingham, London, New York, Tokyo and Hong Kong we also offer the option to sell online. Our free service is focused on speed, convenience, customer service, and giving you the best possible price. No high pressure sales tactics, no fees or commissions deducted, no haggling. Just our best prices upfront and no obligation to sell.

    We buy your watch directly, meaning that the entire process can take as little as 48 hours from inquiry to payment. That’s how we earned so many loyal customers. (Read our hundreds of positive reviews for yourself.)

    No one knows the UK luxury watch market better than myGemma. Every day, our industry veterans evaluate vintage and contemporary watches from best-of-the-best brands. Including Breitling, Cartier, Ulysse Nardin, IWC, Jaeger LeCoultre, Omega, Patek Philippe, Rolex, and more. We work with hundreds of customers on a daily basis, in the UK and internationally.

    How it works:

    1. Fill in our online form describing your watch
    2. A dedicated client specialist will contact you by telephone with a price quote.
    3. We offer appointments or a free, fully insured, shipping service. When your watch arrives at our office it will be opened on camera and you will be notified of its arrival.
    4. Our experts will contact you with a final offer.
    5. Accept the offer and get you paid. Refuse our offer and we ship it back to you for free through the same insured shipping service.

    Where To Buy A Luxury Watch

    Better still, eliminate the stress of snooty salespeople and luxury watch brand pronunciation and just buy online. Shop a large selection of authenticated, pre-owned watches on our sister site, myGemma by myGemma. From beautiful but tricky to pronounce brands like Girard-Perregaux or A. Lange & Sohne to easier-to-pronounce brands like Rolex, Tudor, or Bell & Ross.