Swiss Watches Brands That You Have Been Pronouncing Wrongly

One of the top things to buy when you are in Switzerland is a Swiss-made watch. Known for craftsmanship, style and precision, these timepieces can be found everywhere outside of Switzerland too. Just last week, I walked past a TAG Heuer store and realised that I have been pronouncing this brand name wrongly before I learned German. Swiss watches are so popular, but you have been mispronouncing them too, haven't you? Let's have a look at these 5 Swiss watches brands.

1. TAG Heuer

Pronounced as T-ah-g Hoi-er

Not Tag H-you-er

"TAG" is an acronymn for Techniques d'Avant-Garde, which refers to the watches' revolutionary design, style and movement. Heuer is the last name of its founder, Edouard Heuer. The "eu" in german is always pronounced as "oi", similar to 'oil', and non-German speakers commonly misread it as "you".

Here's something more: Tag is actually "day" in German. Good day = Guten Tag :)

2. Tissot

Pronounced as Tee-so

Not Tee-sot

I'm guilty of pronouncing this brand name wrongly. Tissot is founded in Neuchâtel, the french-speaking part of Switzerland, which could explain why the last letter is not pronounced. The -t at the end is silent. Same goes to the capital of France, Paris, which is pronounced as Pah-ree, with a silent -s.

Here's a note: I'm not a french speaker, but as far as I know, the French usually do not pronounce the last letter of the word.

3. Longines

Pronounced as Lawn-jean

Not Long-jeans

Here, the last letter -s is silent. Longines has been based in Saint-Imier in Switzerland. Its website illustrates the brand's history very neatly, which dates back to the 1800s.

4. Hublot

Pronounced as Woo-Blo

Not H-you-blot

Silent -h, silent -t... must be another french doing. Founded in Geneva, Switzerland, this brand has a french name.

5. IWC

Pronounced as Eee-vay-see (in german)

or i-double-you-see (in english)

You can pronounce it either way. IWC stands for International Watch Co., founded by an American in Switzerland. Both the English and the German way of articulation are accepted as this brand becomes global.

And there you have it, 5 Swiss watches brand names that you could have been pronouncing wrongly all this while. Stay tuned for some commonly mispronouced German brand names (did you just say Volkswagen?)