Kantar Millward Brown, the world’s leading market research institute, publishes a world class brand report every year based on ratings. The report is named BrandZ Top 100 Most Valuable Global Brands and lists the world’s top 100 brands with values. In addition, this report further divides the most valuable brand positions in key product areas including luxury items.
According to the 2017 report, the most valuable watch brand in the world is Rolex, a $ 853 million brand value. Estimates are based on complicated formulas and incorporating financial information and user surveys. KMB has been investigating more than 3 million users in more than 50 markets worldwide. About 100,000 brands were included in the survey. Data from Bloomberg and Kantar Worldpanel are finally used to analyze the company’s financial and operating decisions.
What we need to explain is that the brand does not include the 100 most valuable brands in brand value (at least $ 11 billion or more required). However, Rolex appears in the world’s most valuable BrandZ Top 10 luxury brand, ranked fifth. Rolex is the only brand in the top ten list to sell only watch products.
Rolex is the best watch brand as a Swiss watch brand. Until recently, it is the world’s most popular watch brand. Apple now claims to replace it (Apple brand value is $ 234.67 billion, second place with the world’s most valuable BrandZ Top 100 brand, Google advertises it for $ 248.5 billion dollars). Rolex does not disclose sales and analysts Switzerland estimates annual turnover is around $ 4.5 billion.