Pronunciation of

TAG Heuer

TAG Heuer is a Swiss company and brand that produces luxury watches and fashion accessories, now including eyewear. TAG Heuer has been owned by the luxury conglomerate LVMH (Louis Vuitton Moët Hennessy) since 1999.
The name TAG Heuer was instituted in 1985. Prior to 1985, the company was named Uhrenmanufaktur Heuer AG, where the word uhrenmanufaktur means watch manufacturer and Heuer derives from the last name of founder Edouard Heuer.
In 1985, TAG Group acquired Uhrenmanufaktur Heuer AG and formed TAG Heuer. The acronym TAG in TAG Group means Techniques d'Avant Garde and it is a private holding company based in Luxembourg.
The correct pronunciation of TAG Heuer in German can be transcribed as Tag Hoy-ah. It is important to keep in mind that a non-IPA transcription of the "er" sound in German will not be perfect. In the audio you can hear that the "e" in Heuer is pronounced midway between a "u" and an "a" sound. A good example of this sound is the final "a" in the word "comma". Also, keep in mind that the final "r" basically not pronounced.

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Luxury watches: brands and pronunciation