Rolex ‘most reputable global brand’ for third straight year
Swiss watch brand Rolex has topped a ranking of the world’s most reputable brands for a third year in a row. Rolex beat Danish toy firm Lego for the top spot, while Swiss food manufacturer Nestlé jumped 21 places to rank 33rd.
The Reputation Institute compiled the list in its annual Global RepTrack 100External link, after asking more than 230,000 people in 15 countries to rank some of the world’s biggest companies based on criteria such as ethical standards, transparency and product value.
Commenting to Forbes magazine about Rolex, Reputation InstituteExternal link Chief Research Officer Stephen Hahn-Griffiths said: “It’s a company that has put all its effort on redefining winning”. Part of that winning formula is having clean-cut Swiss tennis player Roger Federer as a brand ambassador as he keeps racking up titles and records.
The ‘Swissness’ – or ‘Made in Switzerland’ – brand also continues to attract plaudits from global consumers, according to a study put together by the University of St Gallen and Jung von Matt/brand identity in 2016. Despite dropping to second place behind German goods, Swissness continues to enjoy a good reputation – especially in China, Russia, India and Brazil.
Subjective value
A company’s reputation, like beauty, is in the eye of the beholder, and can be influenced by whom you ask, when, and the basis for comparison.
The Swiss public rated Rolex as the 70th most esteemed organisation in the country, according to a Public Value AtlasExternal link survey compiled last year. In this survey, the watchmaker was being compared with public service institutions, such as the air rescue service Rega. However, it still lagged behind respected commercial firms that have a high profile in Switzerland, but are not so relevant abroad.
Two companies that were ranked higher than Rolex in this report, Raiffeisen bank and Swiss Post, have since become mired in scandals that were not known when the Public Value Atlas rankings were compiled.
Young undocumented migrants gain easier access to vocational training
This content was published on
Rejected asylum-seekers and young undocumented migrants in Switzerland will have easier access to basic vocational training from June 1.
Migration: Swiss government wants to shorten reunification period for families
This content was published on
Family members of people temporarily admitted to Switzerland should in future be able to join them after two years instead of three.
This content was published on
2023 was a record year for the Rhaetian Railway in several respects. Never before has the narrow-gauge railway in Graubünden, eastern Switzerland, transported so many passengers and cars.
Swiss CFOs much more optimistic despite global uncertainty
This content was published on
The main concerns of business leaders in Switzerland are geopolitical uncertainty and the important trading partners Germany and China.
Record organ donation in Switzerland despite high rejection rates
This content was published on
More organ donations were recorded in Switzerland in 2023 than ever before. This was despite a high rejection rate of 58% by surviving relatives.
This content was published on
Seven years after the death of record-breaking Swiss mountain climber Ueli Steck, his estate is going to the Alpine Museum of Switzerland in Bern.
If you want to start a conversation about a topic raised in this article or want to report factual errors, email us at english@swissinfo.ch.
Read more
More
Who the Swiss like (and who not)
This content was published on
Health sector NGOs are perceived to be the most socially valuable institutions in Switzerland, while UEFA and FIFA are at the bottom of the list.
‘Made in Germany’ eclipses Swissness for first time
This content was published on
The “Swissness Worldwide 2016” survey found that Switzerland’s image of openness remains intact despite a 2014 vote to restrict foreign workers. The Swiss brand also stands for hard work and reliability. This is particularly appreciated in China, India, Russia and Brazil – countries that are home to 40% of the world’s population. As a result,…
You can find an overview of ongoing debates with our journalists here . Please join us!
If you want to start a conversation about a topic raised in this article or want to report factual errors, email us at english@swissinfo.ch.