Rolex is top 'superbrand' for UK, Nike makes top 10

By

Sandra Halliday

Published
Dec 1, 2020

Rolex has been named the top brand in the UK in this year’s Superbrands list. It moved up four places from 2019 to take the top spot, beating a raft of finance, technology, toy, travel and food brands.

Fashion didn’t figure very strongly in the top 10, although Nike did manage to scrape in at number 10. It had only been in 22nd position last year, but it’s no stranger to higher rankings and it has appeared in the top 20 in four of the last eight years.

Meanwhile Apple dropped to sixth spot, from its previous second place and even came behind Samsung in third place.

Damon Segal, CEO and Co-founder of The Academy of Chief Marketers, and Chief Executive Officer at Superbrands UK said: “Huge congratulations to Rolex on achieving number one consumer Superbrand status, continuing its consistent and strong performance over the past few years.”

But he acknowledged that 2020 is a year like no other and this year’s performances might not be repeated in the future.

“Whilst we have seen general steadiness in the last year, brands should not rest on their laurels, this year has seen momentous change in consumer behaviour, and this is likely to cause huge waves in terms of perceptions moving into 2021,” he said.