Rolex tops superbrands list again

News Shopper: Swiss watchmaker Rolex topped the Consumer Superbrands list Swiss watchmaker Rolex topped the Consumer Superbrands list

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 place for the second year running.

However, the top 20 Consumer Superbrands list, voted by more than 2,900 British adults, also include household names such as Coca-Cola (fifth place), Kellogg's (ninth place) and Nescafe (20th place).

Heathrow Airport was deemed to be a superbrand by 71% of voters and 80% of Londoners, while British Airways won fourth place after ranking at 33rd place 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 last year's fifth spot to 13, while Marks & Spencer was was the only retailer to achieve top 20 superbrand status at 17th place.

Stephen Cheliotis, chairman of the Superbrands Expert Council, said: "As consumers remain unsettled and fearful over 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 that we are turning to reassuringly familiar brands that we have known throughout our lives - often much-loved British establishments that we still trust, despite recent problems for some.

"In addition, voters recognise newer technology brands that make our lives simpler, happier and better-connected in these difficult times."

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