According to my Italian friends (who know nothing about bicycles and didn't know these specific names) a 'c' before 'i' (and 'e') is pronounced as 'ch'. So Ciocc is Chiocc, Guerciotti is Guerchiotti, Cinelli is Chinelli. So I was told. The 'cc' in Ciocc should be pronounced as 'k' according to the rules but it sounds like Mr. Pelizzoli pronounces it a bit differently.