Background, AOS hate and aesthetics aside, how is "Ur-Gold" pronounced?

I think the intention would be "Your-Gold" (I understand that UR is how the youths* now spell your), but I keep reading it as "Err-Gold", which sounds like an unsure response to a question about what gold medals are made of**.

Opinions please to put my simple mind to rest***.

* Yes I am old enough to refer to the youths.

** Yes i know that gold medals contain very little gold (usually only a surface coating) but it's the only relevant question I could think of.

*** No I don't know why this is paying on my mind, but it is.