I've always pronounced it as its spell. It seems weird that you pronounce the x as a c/k.
Thanks, I started to doubt that I pronounced it wrong all the years, since I pronounce it with a ##\chi## which in Greek is neither ##k## nor ##x##.
I have never heard LaTeX pronounced "lah-TEHK". Nearly everyone I've ever worked with pronounced it "LAY-tehk". In fact, the post by @andrewkirk above gives an explanation regarding pronunciation, and the link he's provided confirms my own observations."Latex" is pronounced "LAY-tex". [itex]\LaTeX[/itex], however, is pronounced "lah-TEHK".
Vindication of my pronunciation at the third level of analysis; extract from @jedishrfu link with my bold text: