Rolex is the only watchmaker in the 2022 Global RepTrack 100 but, if it is the flag bearer for the entire Swiss watch industry, it is at least out in front, claiming the number one position for the first time.
Ferrari, Lego, Rolls Royce and Mercedes Benz made up the rest of the top five.
Chanel was the only other brand in the top 100 that makes watches, coming in at number 27 the list, although you could add Apple, which placed 64th.
Global RepTrack (GRT) monitors companies all year round based on information from consumers and employees on several measures: citizenship, products and services, innovation, workspace, conduct, leadership and performance.
Neither corporate transparency nor product availability are considered by the research, which may explain how Rolex secured its place on top of the podium.
Each criteria generates its own score out of 100, which feeds into an overall score designed to measure the reputation of each brand.
Products & Services, with a score of 79.2 out of a possible 100 is Rolex’s strongest suit, followed by Performance at 78.7.
The strong Products & Services score is unique to Rolex, suggesting that it’s not just the quality of their time pieces that’s appealing, it’s the aura of their broader success as an organization.
Associating Rolex with success is no accident. The organization boasts a Strong Brand Score of 79.4.
Rolex’s partnerships and sponsorships align deliberately with their values and brand identity: yachting, motor sports, equestrian, golf, and tennis.
RepTrack studies what it calls the Brand Persona for each company based on the top five traits respondents associated with them.
For Rolex, the top traits were Confident, Intelligent, Creative, Modern, and Traditional.
Surprisingly, Rolex is recognized as both Modern and Traditional. Initially this is counterintuitive, given that the literal definitions are opposites. But this shows Rolex as dynamic: a traditional brand appreciated in modern times. “This paradox might be the key to Rolex’s #1 ranking,” RepTrack suggests.
In a rare response to a research study, Rolex provided reaction to claiming the top spot on this year’s Global RepTrack 100.
“Rolex is proud to have been elected as the World’s Most Reputable Company in 2022. This recognition reflects our perpetual quest for excellence. Thanks to our values of perfection and to our culture of continuous improvement, we strive to always go further. Our aim is to constantly improve not only our products but also our environmental and social performance, as well as our impact on society. This leadership position encourages us to pursue our efforts for the good of all,” a company statement says.
