Struggling to pronounce luxury watch brand names?
Save yourself from possibly embarrassing yourself in front of an AD by reading this guide on how to pronounce the world’s most popular watch brands.
Pronouncing brand names is confusing and hard, especially if it’s in a language you’re not acquainted with.
And admit it, we know that you are not quite sure if you’re pronouncing all your favorite watch brands correctly. And believe us, we also feel that sometimes, sometimes these brand names are tongue-twisters.
So, just watch terminology if you want to learn the proper way to pronounce the names of these watch brands, here is our detailed article about the correct pronunciation of these luxury watch brands.
A through H
A. Lange & Söhne Pronunciation
How To Pronounce: ah LAHN guh und ZO nuh
A. Lange & Sohne is a Germany-based luxury watch brand founded in 1845.
With their long history of incredible watchmaking prowess that started in the early part of the 19th century, they have served some of the most notable elites of the world, including German Emperor Wilhelm II, Abdul Hamid II of the Ottoman Empire, and Alexander II of Russia.
How To Pronounce: al PEE nuh
Alpina is a Swiss watch brand founded in 1883. They are famous for their signature red triangle logo that represents their dedication to innovation and fine watchmaking.
Alpina has crafted numerous patents and innovative in-house movements used by athletes, engineers, technicians, and world adventurers.
Arnold & Son Pronunciation
How To Pronounce: aar nuhld und sun
The next brand is one of the easiest to pronounce on this list, the Arnold & Son.
This watchmaking luxury brand is based in the Swiss watch hub of La Chaux-de-Fonds and is currently owned by Japan’s Citizen Group.
They are known for high-end mechanical Swiss watches powered by their highly functional movement linked to the heritage of marine chronometers that John Arnold assembled for the British Navy.
Audemars Piguet Pronunciation
How To Pronounce: Awe Duh Mahr PEE-Gay
Audemars Piguet is a watch brand that has a long history of excellence and superb watchmaking skills. They are unarguably one of the best luxury brands in terms of innovations, performance, and achievements.
They are undoubtedly famous for their Royal Oak watch collection, which is considered one of the most sought-after watches in the market.
Related: Cheapest Audemars Piguet Watches
Baume & Mercier Pronunciation
How To Pronounce: Baum Ay Mair-Syay
Baume & Mercier is another Swiss Luxury watchmaking company founded by Frères Baume in 1830 and then later partnered with Paul Mercier in 1918.
They are known for their impressive and often creatively shaped timepieces that are made in their own workshop in Geneva, Switzerland.
Their name is often pronounced in the watch community as “Baum Ay Mair-Syay”.
Bell & Ross Pronunciation
How To Pronounce: Bel and Ros
Bell & Ross is an independent watch brand based in Paris, France, with manufacturing in La Chaux-de-Fonds, Switzerland. They are focused on creating tool watches inspired by the “function drives design” concept.
Each timepiece made by them meets four basic principles: legibility, functionality, reliability, and precision, making it the go-to brand for pilots and military personnel.
How To Pronounce: Blonk – Pan
Blancpain is a watch brand established by its founder, Jehan-Jacques, in 1735, making it one of the few brands that lasted more than 200 hundred years and are still active today.
This brand can lay claim to many outstanding accomplishments over the years. But their most significant contribution to the watch world is the introduction of the Fifty-Fathoms, one of the very first divers watches made in history.
How To Pronounce: BREH Gay
Breguet is a Swiss luxury watchmaking brand that originates as a French luxury brand established in 1775 in Paris, France.
The watchmaking giant has long been associated with tourbillons, an invention developed and patented in 1801 by Abraham-Louis Breguet, the brand’s founder.
Breguet also made watches for the wrist of famous clients, including King George III of England and Sir Winston Churchill.
How To Pronounce: BRITE Ling
The Breitling watch brand is a Swiss company that has a long narrative of creating competent tool watches with vibrant design, innovative technology, and excellent precision.
Over the years, Breitling slowly but surely adapted to the changing industry trends and shifting styles, making it one of the most flexible Swiss watch brands today that brings success to the brand.
Related: Rolex vs Breitling Brand Comparison
How To Pronounce: BUL Guh Ree
Pronounced as “BUL-Guh-Ree”, the brand is initially recognized as a go-to jeweler for the elites.
However, Bulgari also forged a good reputation as a watchmaking brand for the past few decades after they decided to introduce their very own ultra-thin complicated watches.
One of their notable models is the Bulgari Octo Finissimo Ultra 103611, a timepiece considered one of the world’s thinnest automatic tourbillon watches.
How To Pronounce: bulo va
Bulova is a luxury watch brand owned by a Japanese company, the Citizen Watch. Co., but has its roots in American watchmaking since 1875.
They are known for offering mechanical complications at very accessible prices. Moreover, they are also famous for their timepieces with “unbreakable” mainspring and shock-resisting and waterproof watch cases.
Carl F. Bucherer Pronunciation
How To Pronounce: Carl F. BOOK-er-er
Carl F. Bucherer is pronounced as “Carl F. BOOK-er-er” with a soft and silent “H” in the middle of its surname.
You might not have heard its name, but we are sure that they are one of the most underrated watch brands that deserves a lot of attention for its innovative designs and expertise in watchmaking.
The brand recently unveiled the limited edition Heritage Tourbillon Double Peripheral, a timepiece made with beautifully finished precious metals and an innovative in-house automatic caliber.
How To Pronounce: Karr-Tee-Yay
Do you know how to pronounce Cartier? The accurate pronunciation of Cartier is “Karr-Tee-Yay.”
Cartier comes from the French name of its founder, Louis-François Cartier. It was established in 1847 in Paris, France.
They are the brand behind some of the most iconic and go-to timepieces of style icons and celebrities. One of their biggest contributions to the development of the watch industry was the introduction of the first pilot’s watch, the Cartier Santos.
Related: Cheapest Cartier Watches
How To Pronounce: Show Pard
Chopard was founded by Louis-Ulysse Chopard in Switzerland in 1860. They are known for their long tradition of fine watchmaking by creating incredible timepieces with exceptional design and innovative movements.
One of the noteworthy models from the brand is the L.U.C. Time Traveller One Black.
How To Pronounce: KOR Um
Since 1955, Swiss luxury brand Corum has adopted creativity and boldness as its guiding principles in making outstanding luxury watches.
They are best known for their unusual coin watch, released in 1964. An ultra-thin mechanical timepiece with a movement set behind a $20 coin.
How To Pronounce: DOX uh
Doxa is one of the luxury watch brands known for its youthful and colorful designs. Founded in 1889, the luxury watch brand heavily relied on making fine dress watches in the early stages of its history.
They are known for their entry to mid-level luxury timepieces that are available at different price points.
Eberhard & Co. Pronunciation
How To Pronounce: Eberhard & Company
Eberhard & Co. is a Swiss brand that has been synonymous with excellence and innovation, which are represented in precious timepieces made by their expert watchmakers.
They are renowned for being one of the first to introduce a wrist-worn chronograph watch in 1919 before releasing one of the earliest dual-time watches in the market.
How To Pronounce: eh Ter nuh
Eterna is one of the established luxury watch brands in the market today.
They are most commonly known for their most prominent watch model, the KonTiki watch. A sports watch that celebrates the unbelievable ocean journey of Thor Heyerdahl aboard a balsa-wood raft from Callao to the Tuamotu Archipelago.
F.P. Journe Pronunciation
How To Pronounce: F. P. Zhurn
The F.P. Journe is one of the newcomers in the industry, as it was only established in 1994. However, they have proven themselves in the watch community after releasing the highly complicated timepiece called F.P. Journe Sonnerie Souverain’s watch.
The brand produced very small numbers of hand-made watches each year, making its price more expensive than the other brands in the market today.
How To Pronounce: for Tiss
Fortis is another independent Swiss watch brand on the list known for producing highly reliable tool watches for men. They are regarded as the pioneer mass production of automatic watches in history.
Some of the most prominent models from this brand come from their Flieger Aviator watch collection.
Franck Muller Pronunciation
How To Pronounce: F P Zhurn
Franck Muller’s masterpieces are one of the finest and most complicated watches as of today. It was founded by Franck Muller and Vartan Sirmakes to create unique watches distinguished by complex movements and authentic designs inspired by art.
A few of their watches are also considered some of the most expensive timepieces of all time.
Frederique Constant Pronunciation
How To Pronounce: Fre De Rick Consta
Frederique Constant is one of few Swiss watchmaking brands that produce large quantities of watches each year and are known for quality timepieces with a more affordable set of price points compared to some other Swiss giants.
So, if you want to buy quality watches for a reasonable price, you may consider their amazing timepieces.
How To Pronounce: Zhee RAHRD PAIR Uh Go
They may be one of the hardest-to-pronounce brand names, but their watches are definitely a must-have for watch collectors.
Established in 1791, Girard-Perregaux is one of the pioneers of fine luxury watchmaking that still operates today.
Their place at the vanguard of horological innovation is confirmed by over one hundred recorded patents and the numerous awards and distinctions they received over the years. They are best known for their La Esmeralda Tourbillon “A Secret” Eternity Edition.
Greubel Forsey Pronunciation
How To Pronounce: Gru Bell For Se
Greubel Forsey established itself as one of the top-tier household names in the watch industry after it radically changed the world of fine watchmaking by introducing the world’s first watch with two tourbillons.
Their watches are only made in limited numbers per annum to ensure the quality of each piece, making their models highly desirable for enthusiasts.
H. Moser & Cie Pronunciation
How To Pronounce: H. Mozer aye say
H. Moser & Cie was founded in Russia by Heinrich Moser in the 19th century. But, after several unfortunate events, it was dissolved and only reappeared in 1953 in Switzerland.
After overcoming a series of difficulties, today, H. Moser & Cie has held the position as one of the high watchmaking brands with a highly streamlined, refined aesthetic and impressive technological innovation.
How To Pronounce: ham il TUHN
Hamilton is an American watch brand known as one of the most reliable producers of military watches for the U.S. Army during World War I and II.
And after 111 years, the brand moved its headquarters and its production to the center of the watchmaking industry in Switzerland after the company was sold to the Swatch Group.
How To Pronounce: OOH-blow
Hublot, a French word for “Bullseye,” is a Switzerland-based luxury watchmaking brand that was founded by Italian Carlo Crocco in 1980.
The brand is known for its daring designs and top-tier materials used in its watches. The Big Bang, Classic Fusion, MP, and Square Bang collections are among its most well-known models.
I through P
How To Pronounce: I W C
Established in 1868 in Schaffhausen, Switzerland, the International Watch Company, more commonly known as IWC, is widely regarded for its sophisticated Swiss craftsmanship combined with American engineering.
They are famous for their high-end aviator watches that they have developed over the past decades, including the classic Mark 11 watch Ref. 3705, the first ceramic pilot’s watch in history.
How To Pronounce: yay guh leh KOOLT
Often referred to as the “watchmaker’s watchmaker,” the Jaeger-LeCoultre watch brand is known as one of the movement providers for big names in the watchmaking industry, including giants like Patek Philippe and Audemars Piguet.
They created the Jaeger-LeCoultre Reverso, a sports watch purposely developed for polo players and now considered one of the best square and rectangular-shaped watches in the market.
Jaquet Droz Pronunciation
How To Pronounce: ZHOCK ay DROH
Established in the 16th century, Jaquet Droz watch brand is probably one of the oldest watchmakers that are still active today.
In 2000, the company was sold to the Swatch Group, which is why today, it still continues to produce incredibly complicated watches.
Their famous creation, the Jaquet Droz Ateliers D’Art collections, features stunning, hand-decorated dials with mechanical motion in the shapes of butterflies, dragons, birds, and more.
Laurent Ferrier Pronunciation
How To Pronounce: Lauro Fer Yeh
Only established in 2010 by Laurent Ferrier alongside his friend Francois Servanin, the Swiss luxury brand of Laurent Ferrier is one of the youngest watchmaking houses on our list.
Despite being new to the industry, Laurent Ferrier won the award of Best Men’s Watch at the Grand Prix de d’Horlogerie de Genève for the Classic Tourbillon Double Hairspring – the brand’s very first creation.
How To Pronounce: LAWNG-Jeen
Longines is a Swiss watch brand established in 1832 by Auguste Agassiz.
For the past decades, Longines created desirable collections of watches, which have garnered a big fanbase all over the globe. One of the house’s best seller models is the Longines Master Chronograph Ref. L27734783.
Maurice Lacroix Pronunciation
How To Pronounce: Morris La Krua
The company used to create movements and timepieces for other famous brands. But, after the acquisition of Desco, they eventually began to develop their own watches under the name of Maurice Lacroix in 1975.
With their state-of-the-art workshops in Saignelégier, Switzerland, Maurice Lacroix continues up until today to produce high-end Swiss watches of all price points and complexity.
MB&F (Maximilian Büsser & Friends) Pronunciation
How To Pronounce: M B And F
Established in 2005, the MB&F (Maximilian Büsser & Friends) is a Swiss luxury brand name to its founder. It specializes in watches with bold, unique designs and is powered by innovative, complex movements.
The brand also recently collaborated with H. Moser & Cie to develop the famous LM101 and Endeavor Cylindrical Tourbillon timepieces.
How To Pronounce: Mee doe
Mido has become one of the go-to luxury timepieces for men who want a well-designed watch with sophisticated movement for a reasonable price.
They are also one of the best-selling watch brands in Latin America due to their outstanding models, such as the Ocean Star GMT, which features an automatic self-winding caliber with a date indicator and GMT function.
How To Pronounce: MOHNT BLAHNK
Montblanc is known for its luxury leather goods. But like other luxury companies, they now choose to expand their business by joining the luxury watchmaking industry.
One of the best-selling models of the house is the 1858 Split-Seconds Chronograph, released in 2020.
How To Pronounce: Nor Keyn
Only established in 2018, the youngest luxury brand on this list is none other than the Norqain, pronounced as “Nor-Keyn.”
And despite the challenges of the recent pandemic, they have already established their name as one of the respectable watchmaking houses that creates incredible sports watches in the market.
Officine Panerai Pronunciation
How To Pronounce: off Fici neh Pun-a-rye
The Officine Panerai was established in 1860 by Giovanni Panerai in Florence, Italy. Before they shifted to creating civilian timepieces, they were known to supply military men with watches that could be used for clandestine operations.
With the elegance, functionality, and durability of their watches, they now gained a huge loyal fanbase who call themselves the “Paneristi”.
How To Pronounce: o MAY ga
Omega is undoubtedly one of the most popular and go-to brands for men with the most active lifestyles because of its high-quality sports watches. Their timepieces are also known as one of the first timepieces ever worn on the moon.
One of the most prominent models from their watch collections is the Moonwatch Professional series.
Related: Rolex vs Omega Brand Comparison
How To Pronounce: oris
Oris is one of the few remaining independent watchmaking brands in the watch industry today. Their sincere passion for creating distinctive watches and readiness to innovate beyond standard boundaries helped them to establish their name in the world of horology.
The Big Crown Pointer Date 80th Anniversary Edition is one of their best-selling models as of today.
Parmigiani Fleurier Pronunciation
How To Pronounce: Par-mi-GEE-ah-NEE Flor Ri Yey
Established in 1996 in Val-de-Travers, the 27 years of history of Parmigiani Fleurier includes numerous highlights and milestones as a premiere Swiss watchmaking brand.
In fact, they have received two Grand Prix d’Horlogerie de Genève (GPHG) awards for their outstanding creations, the Tonda Chronor Anniversaire watch and Toric Hémisphères Rétrograde.
Patek Philippe Pronunciation
How To Pronounce: Pah-tek Fee-LEAP
A watch brand synonymous with exclusivity and complicated watchmaking, the next brand we have today is the Patek Philippe.
Unarguably, Patek Philippe is one of the brands with the most contributions to the watchmaking world as they pioneer different complications and designs. Because of this, they are considered one of the elite members of the ‘Holy Trinity’ of watchmaking.
Related: Cheapest Patek Philippe Watches
How To Pronounce: PEE-Ah-JAY
Established in 1874, Piaget is one of the most reputable jeweler-slash-watchmakers in recent history. They started by creating watches for other companies and only started developing their own timepieces in the 20th century.
One of the most beloved models from the famous brand is the ultra-thin Altiplano Precious Skeleton watch.
Porsche Design Pronunciation
How To Pronounce: Poor-she Design
Porsche (pronounced as Poor-she) is one of the most commonly mispronounced brand names in the U.S. today. This Swiss watch brand is known for its watches that are inspired by luxury cars and the fast-paced lifestyle of modern men.
One of the highly collectible models from the brand is the Chronograph 1–911 Edition 50 Years Porsche Design.
Q through Z
How To Pronounce: rah doh
Rado revolutionized the watchmaking industry by being the first brand to use ceramics in creating watches.
They cemented their name as one of the best watchmaking brands after they released the Rado Golden Horse collection in 1957, one of the first timepieces with anti-magnetic properties.
Related: Best Rado Watches
Raymond Weil Pronunciation
How To Pronounce: Ray-mand WHILE
The Raymond Weil is one rare watch brand that was established in the middle of the Quartz crisis in 1976.
Although they were faced with several problems during that time, they managed to stand up to become one of the most respected Swiss watch brands that make a wide array of timepieces powered by a sophisticated in-house movement.
One of the best-seller pieces from this luxury brand is the Freelancer Caliber RW1212.
Richard Mille Pronunciation
How To Pronounce: REE-Shar MEAL
Founded in 2001, the Richard Mille brand instantly became famous for its unique and innovative designs backed by its superior technical prowess in watchmaking.
Besides being innovative and unique, their limited edition watches are also known for their hefty price tags that can reach up to hundreds of thousands.In fact, one of the most expensive pieces from them is the Richard Mille 056-01 Tourbillon Sapphire, which can cost you over $3.4 million.
Roger Dubuis Pronunciation
How To Pronounce: Roe ZHER Do BWEE
Roger Dubuis was founded in 1995 as an independent watchmaking brand. But years later, it was sold to the Richemont Group. Since then, this brand has developed into one of the most notable small-scale luxury brands.
They are known for their skeletonized tourbillon and highly complicated timepieces. And one of them is the Excalibur Spider Pirelli Ice Zero 2.
How To Pronounce: ROH leks
Rolex, as we all know, is the most popular and prominent Swiss luxury brand on the market. Their watches are often found on the wrists of some of the most famous and important people in our country and around the globe.
Because of the high demand for its models, Rolex is considered one of the best investment watches today.
Related: Cheapest Rolex Watches
How To Pronounce: Shai Nola
Shinola is an American watch brand that is famous for making a wide range of watch collections designed with a vintage touch.
They are known to be one of the most common timepieces that you can find on the wrist of former U.S. President Bill Clinton.
TAG Heuer Pronunciation
How To Pronounce: Tahg Hoy-Er
TAG Heuer was founded in 1860 by Edouard Heuer and was originally named “Heuer” in its early years. It only used the name TAG Heuer after Techniques d’Avant Garde (TAG) Group obtained a majority share in the company in 1985.
They are known for sports watches deeply associated with car racing, making them one of the favorite watches of well-known race car drivers like Lewis Hamilton.
How To Pronounce: Ti So
Tissot has a lengthy record of fine watchmaking respected by other watch brands. And one of its many treasured milestones was completing the first pocket watch to display two time zones in 1853.
Today, with its popularity, the brand produces more than 4 million watches each year to cater to the demands of its growing customers all around the globe.
Related: Rolex vs Tissot Brand Comparison
How To Pronounce: Tu Dor
As a sister company of the famous Swiss luxury brand, the Tudor watch brand was established in 1936 to offer Rolex customers a more affordable alternative.
The brand is known for creating exceptional and revolutionary tool watches that have the quality and elegance of Rolex’s timepieces for a much more affordable price.
Ulysse Nardin Pronunciation
How To Pronounce: You LEESE Nahr Din
Established in 1846, Ulysse Nardin is known for developing high-precision dive chronometers and complicated timepieces utilized by some of the most powerful navies in history.
Until today, they are still one of the most reliable Swiss divers watch brands, whose many models include the newest special edition of Diver X Skeleton.
How To Pronounce: OOr Verk
Urwerk was founded with a mission to create distinctively beautiful timepieces with bold and innovative designs and functionality.
The first batch of timepieces of the brand was launched at Baselworld in 1997, the UR-101 and the UR-102, which received unwavering recognition from various watch connoisseurs and collectors in the world.
Vacheron Constantin Pronunciation
How To Pronounce: Va-sher-own Cone-Stun-tuhn
Vacheron Constantin is another member of the “Holy Trinity” of the watchmaking industry. It was founded in 1755 by Jean-Marc Vacheron and Francois Constantin.
The brand has one of the most comprehensive lineups among watchmakers, ranging from simple yet elegant three-hand watches to perpetual calendars, minute repeaters, and other watches with complicated movements.
Van Cleef & Arpels Pronunciation
How To Pronounce: vah n Cleef and ahr PELL
Like the luxury brand Prada, Van Cleef & Arpels is likely better known for its jewelry than its watches. However, they can still create timepieces that can contend with the best brands in the industry.
For the past decades, the brand has unveiled some exciting timepieces, including the Midnight Planetarium, which features an entire solar system that is beautifully displayed in precious materials on its space-like dial surface.
Victorinox Swiss Army Pronunciation
How To Pronounce: vick TOR ih nox SWIS R me
Recognized worldwide as the maker of the universal Swiss Army knife since 1891, Victorinox Swiss Army joined the watchmaking industry in 1989.
And as predicted by many, their timepieces are known to cling to the military heritage of design and functionality.
One of our favorite models from the Victorinox Swiss Army brand is the FieldForce Sport Chrono.
Wenger Swiss Army Pronunciation
How To Pronounce: WEN ger SWIS R me
Like the Victorinox, the Wenger Swiss Army continues to display authentic and outstanding Swiss craftsmanship on the watches they manufacture.
They are known to offer a wide range of timepieces, from vintage designs to contemporary styles. But one of our favorite collections from them is the Attitude Chrono, which features classic designs while incorporating modern technology.
How To Pronounce: ZEH nith
Zenith is a prominent and well-respected brand in the watch community.
They are known for creating the El Primero chronograph caliber in 1969, the first automatic chronograph movement in the world and one of the most precise movements during that time.
How To Pronounce: Zow Dee Ak
Last on our list is the Zodiac watch brand. Elegant yet affordable, they are one of the most trusted entry-level Swiss-made watches available today.
They are renowned for their highly reliable dive watches that are used by numerous professional divers around the globe.
One of their best-seller pieces is the Zodiac Super Sea Wolf Skeleton 6-15, which features a rainbow-colored bezel and a skeletonized dial movement.
Watch Pronunciation – Frequently Asked Questions
The ‘big three’ or ‘Holy Trinity’ of watchmaking brands are the Patek Philippe, Audemars Piguet, and Vacheron Constantin.
The Rolex brand still holds the title of most sold Swiss watch as of 2022.
Generally speaking, luxury watches are cheaper in Switzerland due to the fact that the majority of them are manufactured there. This means minimal transport and no customs, which could affect prices.
Watch Pronunciation – Conclusion
And that’s it!
Those are the correct ways to pronounce some of the most popular watch brands in the industry today. We hope this guide can help you perfect your pronunciation and feel more confident when discussing it with other enthusiasts.
And now that the holiday season is fast approaching, why don’t you check out our article about the best watch gifts for Christmas here!
So, if you have questions, comments, or suggestions, please feel free to leave us a message below!