A list compiled by Superbrands revealed premium watchmaker Rolex has been voted the U.K.'s No. 1 consumer brand for the second year running, according to Ben Bold of MARKETING MAGAZINE. Rolex becomes the first brand in six years to "retain first position in consecutive surveys." The company was voted the winner by a sample of nearly 3,000 consumers, a process overseen by an expert council that included Marketing Magazine's head of features Nicola Kemp. The luxury watchmaker shares the list "with an array of premium and prosaic brands." Troubled airline British Airways "clearly still resonates with consumers and was up from 33rd last year to fourth place in this year's ranking." It is followed by Coca-Cola (fifth), while Google and hotel group Hilton trailed in sixth and seventh. Superbrands expert council Chair Stephen Cheliotis 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 know throughout our lives" (MARKETING MAGAZINE, 2/25). In the sports arena, Rolex sponsors the Wimbledon Championships, the Open Championship, the Australian Open, among others. The company also has sponsorship deals with athletes including Roger Federer, Phil Mickelson, Li Na and Caroline Wozniacki (Rolex).
