Rolex tops Uk‘superbrand’ to beat Apple and Microsoft

SWISS watchmaker Rolex has retained its place at the top of an annual list of UK superbrands.

The luxury goods firm beat Apple and Microsoft into second and third places respectively to take first spot for the second year running.

However, the top 20 Consumer Superbrands list, voted by more than 2900 British adults, also includes household names such as Coca-Cola (fifth), Kellogg’s (ninth) and Nescafe (20th).

Heathrow Airport was deemed to be a superbrand by 71% of voters and 80% of Londoners, while British Airways won fourth place after being 33rd last year.

Apple moved up 16 places this year while Microsoft improved on last year’s ranking at 45.

Facebook took 14th place this year but was not joined by Twitter, which languished at 86 on the list.

The BBC retained a place in the top 20 but dropped from fifth last year to 13th, while Marks & Spencer was the only retailer to achieve top 20 status in 17th place.

Stephen Cheliotis, chairman of the Super- brands Expert Council, said: “As consumers remain unsettled about what feels like endless economic doom and gloom, malpractice in key institutions and a weakening position for Britain in a changing world, it is perhaps no surprise we are turning to reassuringly familiar brands.”