How to Pronounce Luxury Watch Brands

Struggling with how to pronounce luxury watch brands like Audemars Piguet or Patek Philippe? You’re not alone. Whether you’re a new enthusiast, seasoned collector, or simply want to avoid a faux pas in conversation, mastering brand pronunciation is part of appreciating the world of fine horology. This guide covers the correct pronunciation of over 30 prestigious watch brands,  from Cartier to Vacheron Constantin,  so you can speak with confidence.

Jump to a Brand:

• Audemars Piguet
• A. Lange & Söhne
• Patek Philippe
• Vacheron Constantin
• Richard Mille
• Tissot
• Omega
• Breitling
• Cartier
• Jaeger-LeCoultre
• Hublot
• More watch brands

Quick Reference Table

Audemars Piguet

Pronunciation: OH-duh-MAHR PEA-GAYA
A Swiss brand celebrated for its Royal Oak and Royal Oak Offshore collections. Many pronounce it incorrectly as “Awe-de-mars Pig-ett,” but the proper French pronunciation is OH-duh-MAHR PEA-GAYA.

A. Lange & Söhne

Pronunciation: AH Lung-Geh Oohnt Sew-neh
A German brand known for its precision and finishing. The name often throws off English speakers but follows German pronunciation rules.

Patek Philippe

Pronunciation: Pah-tek Fee-LEAP
Founded in Geneva in 1839, Patek Philippe is synonymous with high horology. While often anglicized, the correct French-influenced pronunciation is Fee-LEAP.

Vacheron Constantin

Pronunciation: Va-sher-own Cone-Stun-tuhn
One of the oldest watchmakers in continuous operation, Vacheron Constantin is often mispronounced due to its French origins.

Richard Mille

Pronunciation: REE-Shar MEAL
Known for cutting-edge materials and bold design, Richard Mille’s name is frequently anglicized. Remember: REE-Shar, not RICH-ard.

Tissot

Pronunciation: Tee-SOH
A Swiss brand with broad global appeal. Despite appearances, the final ‘t’ is silent.

Omega

Pronunciation: OH-meh-guh or oh-MAY-guh
Both pronunciations are common. The brand itself has not firmly declared a preferred option, and usage varies by region.

Breitling

Pronunciation: brEYE-tling
This Swiss brand is known for aviation-focused chronographs and bold tool-watch design. Simple to pronounce but often said with a soft “ei.”

Cartier

Pronunciation: Car-TEA-AY
As one of the most iconic French maisons in both jewelry and watches, Cartier is commonly mispronounced. The emphasis is on the final syllable: AY.

Jaeger-LeCoultre

Pronunciation: jzhay-jzhair Le-Cool-t
One of the most frequently mispronounced brands in watchmaking. Despite the complex spelling, the correct French pronunciation is fluid and elegant.

Hublot

Pronunciation: OOH-blow
A modern Swiss brand known for its “Art of Fusion” design. Though it looks like “hub-lot,” the French pronunciation drops the final “t.”

More Watch Brand Pronunciations

These additional luxury watchmakers are also commonly mispronounced. Here’s how to say their names correctly:

• Baume & Mercier: bohm AY mer-SEE-AY
• Bulgari: bull-gar-EE
• Carl F. Bucherer: Carl F BOOK-er-er
• Chanel: Shan-el
• Chopard: Show-Par
• Concord: Con-cord
• Corum: Core-oom
• Cvstos: COUS-toss
• De Witt: Dah-Wit
• Dior: DEE-oar
• Franck Muller: Fronk MEW-ler
• F.P. Journe: EFF-pay ZHOORN
• Girard-Perregaux: Jee-rar Pear-ago
• IWC: EYE-DOUBLE-YOU-SEE
• Movado: Moe-vah-doh
• Panerai: Pun-a-rye
• Parmigiani: Par-mi-GEE-ah-NEE
• Philippe Charriol: Fee-LEAP Shar-ee-ole
• Piaget: PEE-ah-JAY
• Rolex: Row-Lex
• TAG Heuer: Tahg Hoy-er
• Ulysse Nardin: YOU-lis Nur-den
• Zenith: ZEE-nith

Common Pronunciation Questions

How do you pronounce Audemars Piguet?

It’s pronounced OH-duh-MAHR PEA-GAYA. Many English speakers incorrectly say “Awe-de-mars Pig-ett.”

What is the correct pronunciation of Patek Philippe?

The name is pronounced Pah-tek Fee-LEAP, following Swiss-French convention.

How do you pronounce F.P. Journe?

F.P. Journe is pronounced EFF-pay ZHOORN. The brand name reflects its French founder, François-Paul Journe.

Still not sure how to say a specific brand? Reach out to our concierge team or visit one of our showrooms — we’re always happy to talk watches.