Rolex has topped the RepTrak list for the World’s most reputable company for 2016. According to the Reputation Institute, This exercise is conducted annually to measure the reputation of the world’s 100 most highly regarded and familiar companies in 15 countries. Rolex this year topped the first 100 on the list as the only watch brand.
The Reputation Institute conducts an yearly survey across industries and in 15 countries to come up with a ranking which they call the RepTrak Pulse. The process measures a company’s ability to deliver on stakeholder expectations on 7 key dimensions of reputation which includes Products and Services, Innovation, Workplace, Governance, Citizenship, Leadership and Performance.
Each which will earn the company support from its stakeholders
- Purchase
- Recommend
- Crisis proof
- Verbal Support
- Invest
- Work
Rolex was No.4 in 2015 but rose to No.1 in 2016. Two other companies with links to the watch space do appear in the list. LVMH at no 47, down from 44 last year and the Swatch Group at no 53, up from 58 last year.
In China, which is one of the World’s biggest watch market. Rolex scores lower when compared to US, Russia and Australia. However, Rolex ranks Top 10 in the 11 out of 15 countries surveyed and this is a marked improvement over 7 out of 15 in 2015. Also of note that Rolex is on the Top 10 across 3 out of 4 global regions. Ranking 8 in North America, 7 in EMEA and 1 in Asia. Only Google manages to be in the Top 10 in all 4 regions.
Rolex has really done well in achieving this feat as a world’s most reputable company. They make an estimated 700,000 to 800,000 watches plus an annual revenue of close to CHF 4,700,000,000 (according to Forbes figures for 2015). Interestingly, they are owned by a non-profit organization, with high morals and ideals. They are reluctant to take the limelight. Their corporate communications is efficient and ideal.
