Rolex has become the third coolest brand in Britain according to the annual CoolBrands list.
The luxury watchmaker earned a podium place in the list that is this year topped by Apple and Aston Martin. No other watch brands feature this year.
CoolBrands’ annual list is compiled using an amalgamation of votes from 3000 members of the British public and the views of a panel of 38 ‘key influencers that includes fashion model Daisy Lowe, swimwear designer Melissa Obadash and Dragons’ Den star Kelly Hoppen.
The presence of Rolex and Aston Martin at the summit of this year’s list is part of an overall trend towards more luxurious brands gaining traction.
"Overall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back. Fashion brands came back to the fore, with sport and music brands becoming more conspicuous,” said Stephen Cheliotis, chairman of the CoolBrands council.
"Whether it’s due to strong heritage, product quality or quite simply a correlation with the reviving British economy, this year’s CoolBrands list shows an increasing number of luxury brands are back at the top of the cool list, reversing last years’ trend of affordable everyday luxuries dominating," he added.
Apple has topped the list for two years in a row, but Cheliotis believes that dominance could be challenged in the coming year. "While Apple remained number one this year, question marks remain as to how long they might hold this position in the face of an increasingly competitive set of rivals,” he suggested.
The Top 20 Coolbrand for 2013/14 are:
2. Aston Martin
9. Virgin Atlantic
12. Bang & Olufsen
16. BBC iPlayer
18. Sony Music
19. Alexander McQueen