You pronounce it "$$$$$$"."We also both have a natural connection with Steve McQueen, who famously wore a Monaco watch in the film Le Mans and was renowned for his love of our bikes, making this a very natural collaboration."
Man, that's a stretch! Named for a timepiece, and painted like a Porsche.
So, how do you pronounce 'TAG Heuer', anyhow? is it 'T - A - G Ho-yer', or 'TAG Hewer', or something else?