BrandFinance

Luxury&Premium50

2025

Theannualreportonthemostvaluableandstrongestluxury&premiumbrands

About

BrandFinance

BridgingthegapbetweenMarketingandFinance

BrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,we

havehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.

Quantifyingthe

financialvalueofbrands

Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Ranking

brandsacrossallsectorsandcountries,wepublishover100reportsannually.

Uniquecombinationofexpertise

Ourteamshaveexperience

acrossawiderangeofdisciplines

frommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.

Pridingourselves

ontechnicalcredibility

BrandFinance,acharteredaccountancy

firmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,

certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard.

Theworld's

leadingbrandvaluation

consultancy

Forbusinessenquiries,pleasecontact:

enquiries@

Formediaenquiries,pleasecontact:

press@

+442073899400

Contents

Foreword5

DavidHaigh,Chairman&CEO,BrandFinance

SectorOverview6

ValuationAnalysis8

MostValuableLuxury&Premium9

Brands2025

MostValuableBrand:Porsche11

FastestGrowingBrandValue:Chanel12

BrandStrengthAnalysis13

BrandGuardianshipIndex16

SustainabilityAnalysis18

Insights20

LuxuryandPremiumSponsorshipinSport:21ReachingtheWealthytoDriveRevenue

HenryFarr,Director,BrandFinance

AnnabellaGarnham,SeniorAnalyst,BrandFinance

BrandValueRanking(USDm)23

Methodology24

OurServices32

?2025Allrightsreserved.BrandFinancePlc.

BrandFinanceLuxury&Premium502025/luxury-and-premium3

Luxuryand

premiumbrandscontinuestrongvaluegrowth

in2025despitesectorslowdownconcerns

+$41.1billion:Porscheremainstheworld’s

mostvaluableluxuryandpremiumbrand+45%:Chanel’sbrandvaluegrowthtoreach

$37.9billion,closingthegapbehindPorsche+Dioremergesasthestrongestamong

luxuryandpremiumbrands

BrandFinanceLuxury&Premium502025/luxury-and-premium5

Foreword

DavidHaigh

Chairman&CEO,BrandFinance

Theglobalbusinesslandscapeisconstantlyevolving,shapedbyeconomicshifts,technologicaladvancements,andchangingcustomerexpectations.Inthisdynamicenvironment,strongbrandscontinuetostandaskeydriversofbusinesssuccess,enablingorganisationstodifferentiatethemselves,attractloyalcustomers,

andbuildresilienceinanincreasinglycompetitiveworld.

TheenduringimportanceofbrandstrengthissupportedbyBrandFinance’sextensiveresearch.Awell-managedbranddeliversmeasurablevaluebeyondcustomerattractionandretention–itenhancestalentacquisition,investorconfidence,andorganisationalagility.Intoday’smarketplace,astrongbrandisnotjustanassetbutastrategicimperative.

BrandFinancehasdeepeneditsinvestmentinunderstandingcustomer

perceptionslikeneverbefore.Thisyear,theBrandStrengthIndexhasevolved

toincludemetricsbasedonfamiliarityandperceptionsofbothfunctionalcredibilityandemotionalappealversuscompetitors.Thisupdatedmodelisdesignedtobe

predictiveofgrowth,capturingthedriversofvaluesuchasincreaseddemand,higherwillingnesstopay,andstrongercustomeradvocacy.Theinsightsgatheredfrom

over170,000respondentsacross41sectorsand31countriesinthisyear’sGlobal500reporthighlighttheimportanceofthesefactorsinshapingtheworld’s

strongestandmostvaluablebrands.

ApersistentchallengeistheassumptionthatChiefFinancialOfficers

(CFOs)areopposedtoinvestinginbrands,butwebelievethisisamisconception.

AmbitiousCFOsunderstandthatastrongbrandsupportsbusinesssuccessbutmanyarereluctanttoallocateresourcestowardlong-termbrand-buildingwithoutdata

supportingthisapproach,oftenresultinginaprioritisationofshort-termperformancemarketing.Thefindingsfromthisyear’sreportunderscoretheimportanceofdatainaligningtheprioritiesofcorporateleaders.BrandvaluationempowersCFOstoinvestinbrandwithconfidence,resultinginbusinessdecisionsfocusedongrowingand

enduringbrandvalueandstrength.

Whetheryouareaimingtostrengthenyourbrandorquantifyitscontribution

toyourbusiness’ssuccess,theBrandFinanceteamisheretosupportyouwithbrandvaluationsthatalignmarketingandfinancetoaccelerategrowth.Weinviteyoutoexploretheinsightswithinthisreportandcollaboratewithusinshapingamoreprofitableandsustainablefutureforyourbrand.

Sector

Overview

BrandFinanceLuxury&Premium502025/luxury-and-premium7

SectorOverview

Between2019and2024,theluxuryandpremium

sectorrecordednotablevaluegrowth.According

toBrandFinance,thebrandvalueoftheworld’stop

50mostvaluableluxuryandpremiumbrandsrose

by43%duringthisperiod.Thispositivemomentum

isattributedtosustainedappetiteforluxurygoods,

anabundanceofsupply,andstrategicpriceincreases.Overthesamefive-yearperiod,McKinseyreportedthatluxuryandpremiumbrandsnotedstrongerperformancethantheoverallglobalmarkets,withacompound

annualgrowthrateof5%.

AccordingtoBrandFinancedata,thecollective

brandvalueoftheworld’stop50luxuryandpremiumbrandsreachedanall-time-highUSD317.0billionin

2025.Regionally,Franceremainsthelargestcontributor,makingupalmosthalf(49%)oftheranking’stotalvalueatUSD154.4billion.

ThisfigureisalmostthreetimesgreaterthanItaly’s,thesecondlargestcontributoratUSD57.6billion.

For2025,eightofthetop10mostvaluableluxury

andpremiumbrandspostedbrandvaluegrowth.

Apparelremainsthedominantsub-sector,contributing32brandsatUSD221.0billion-70%oftheranking’s

totalvalue.

Lookingahead,however,thesectornowfacessigns

ofaslowdown.Priceincreaseshavereachedtheir

ceilingandconsumerinterestisshiftingawayfrom

materialgoodstowardluxuryandpremiumexperiencesliketravelandsocialevents.Theresalemarketis

rapidlygrowinginparallel,especiallyforsought-after

productslikeluxurywatchesorexclusiveleathergoods.AccordingtoaDeloittesurvey,lastyearoneinfive

consumersplannedtopurchaseasecond-handwatch,doublethesharefrom2020.

ValuationAnalysis

BrandFinanceLuxury&Premium502025/luxury-and-premium9

MostValuable

Luxury&PremiumBrands2025

Top10MostValuable?BrandFinancePlc.2025

Luxury&PremiumBrands2025

WithabrandvalueofUSD41.1billion,Porsche

remainstheworld’smostvaluableluxuryand

premiumbrandfortheeighthconsecutiveyear.

$41.1bn

#1

Porsche

Chanel’sbrandvalueincreasedby45%thisyear,makingitthefastest-growingbrandintheranking.

-5%

#2

Chanel

$37.9bn

+45%

#3

LouisVu

itton

$32.9bn

+2%

#4

Hermès

$19.9bn

+19%

#5

Rolex

$18.8bn

+36%

#6

Dior

$17.3bn

+18%

#7

Cartier

$15.7bn

+15%

#8

Ferrari

$14.4bn

+36%

#9

Gucci

$11.4bn

-24%

ThisgrowthpropelsChanelfromthirdtosecondplaceamongtheworld’stop50mostvaluableluxuryandpremiumbrands,withabrandvalueofUSD37.9billion,surpassingLouisVuitton,

whosebrandvalueexperiencedmodestgrowthat2%toUSD32.9billion.

Hermèsremainsthefourthmostvaluableluxury

andpremiumbrandgloballyandisoneofonlytwobrandsinthetop10toretainitspositionfrom2024.TheotherisDior,whosebrandvalueincreased18%toUSD17.3billionandranksinsixthplace.

Rolexclimbedtwopositionsfrom2024torank

fifth,drivenbya36%increaseinbrandvalue

toUSD18.8billion.Thisalsomakesitthefifth

fastest-growingbrandintheranking.According

toBrandFinance,thisgrowthreflectsrecord-high

revenuesandsustaineddemandforluxurywatches.

Rolexisunlikelytofacesignificantchallenges

fromtheriseofthesecondarymarket,particularlyasithasalreadyestablishedafootholdinsecond-handwatchesthroughitsCertifiedPre-Owned

scheme,whichitbeganin2022,leveragingitsheritage,consumertrust,andbrandequity.

However,reportsindicatethatRolexhasannouncedpriceincreasesbyanaverageof3%inresponse

tonew10%UStariffsonSwissgoods,whichcouldpresentchallengesgiventheUSisitslargestmarketbysales.

BothCartierandFerrarihaveclimbedonepositioneachtorankseventhandeighth,withCartier’s

brandvaluerising15%toUSD15.7billion.Ferrari

hasrecordeda36%increaseinbrandvalueto

USD14.4billion,makingitthefourthfastest-growingbrandintheranking,andthe11thmostvaluable

automobilesbrandglobally.

$7.7bn

#10Guerlain

+23%

Ferraricontinuestoprioritisescarcityandhigh-marginmodels,reinforcingitsluxuryappeal

andstrongfinancialperformance.

BrandFinanceLuxury&Premium502025/luxury-and-premium10

ValuationAnalysis

Thebrand’sdisciplinedmarketpositioninghasdrivensuccessinkeyregions,includingtheUS,Japan,

Germany,andItaly.Afocusonproductcustomisation,premiumpricing,andexpandinglifestylepartnershipshasstrengthenedbrandequity.

Despitea24%declineinbrandvaluetoUSD11.4billionandafalloffourplacestoninth,Gucci

remainsamongtheworld’stop10mostvaluableluxuryandpremiumbrands.

Guerlainhasexperienceda23%increaseinbrand

valuetoUSD7.7billion,re-enteringthetop10forthefirsttimesince2021.BrandFinanceattributesthisrisetoitsstrongfinancialperformance.Parent

companyLVMHreported4%year-on-yearorganic

revenuegrowthinitsperfumeandcosmetics

divisionfor2024.LVMHcreditsthisgrowthtostrongmomentumfrombrandslikeGuerlain,particularlyofitsL’Art&LaMatièrecollectionandthelaunchofthenewFlorabloomscentinitsAquaAllegorialine.

BrandFinanceLuxury&Premium502025/luxury-and-premium11

MostValuableBrand

Porsche

Porscheremainstheworld’smostvaluableluxuryandpremiumbrand,retainingthetopspotfortheeighthconsecutiveyear,despitea5%declineinbrandvaluetoUSD41.4billion.

BrandFinancelargelyattributesitsbrandvaluedeclinetoweakeningdemandinChinaand

Europe,impactingoverallperformance.Despitethis,Porscheremainsfocusedonavalue-drivensalesstrategy,prioritisinglong-termvalueoveraggressivevolumegrowth.

AccordingtoBrandFinancedata,Porschenotesexceptionallyhighscoresforpriceacceptance,earning9.3outof10.Thishighlightsconsumers’willingnesstopayapremiumforitsproducts,

aligningwiththebrand’slong-termstrategyofprioritisingvalueoversalesvolume.

PriceacceptanceisparticularlystronginItaly,

theUK,Canada,Brazil,Taiwan,andChina,wherePorschescoresaperfect10outof10.AdditionalBrandFinanceresearchhighlightssimilarlyhighratingsforreliability(9.6)andreputation(9.7)

globally,affirmingitsenduringpositionasaleaderintheluxuryautomotivemarket.

PorscheBrandValueTrendLine|2016-2025(USDbn)?BrandFinancePlc.2025

50

40

30

20

10

0

2016201720182019202020212022202320242025

BrandFinanceLuxury&Premium502025/luxury-and-premium12

FastestGrowingBrandValue

Chanel

Chanelhasbecomethesecondmostvaluableluxuryandpremiumbrandglobally,witha45%increase

inbrandvaluetoUSD37.9billion.Thisriseinbrandvaluealsomakesittheworld’sfastest-growing

luxuryandpremiumbrandin2025.

Chanel’sBrandStrengthIndex(BSI)hasalsoreached89.6outof100.Notably,inFrance,thebrandachievedperfect10sforfamiliarity,considerationand‘meetsmyneeds,’demonstratingstronglocalresonance

andconsumerloyalty.Thebrandexcelsacrossmostresearchmetricsinallmajormarkets,including

Europe,theUS,andAsia,highlightingitsstrongglobalrecognitionandprestigiousreputation.

Inthepastyear,Chanelhasundertakenseveral

strategicstepstobolsteritsbrandperceptions

andmarketdominance.Notableinitiativesincludethe

openingofanewhigh-endjewellerystorein

NewYork

,expandingitsphysicalpresenceina

keyglobalmarket,andthe

appointmentofanew

artisticdirectortobringfreshvisionandinnovation

toitscollections

.TheseeffortshighlightChanel'scommitmenttoexpandingitsglobalpresenceandreachingabroaderconsumerbase,cementingitsleadershipintheluxuryandpremiumsector.

ChanelDriversofChange?BrandFinancePlc.2025

2024BrandValue

BrandStrength

Financial

Macroeconomic

2025BrandValue

700014000210002800035000

BrandStrengthAnalysis

BrandFinanceLuxury&Premium502025/luxury-and-premium14

BrandStrengthAnalysis

Luxuryandpremiumbrandsrankamongthe

world’sstrongest.Fiveofthetop50haveearnedanesteemedAAA+brandstrengthrating–thehighestratingawardedbyBrandFinance.

Diorhasrisenthreepositionsinthebrandstrengthrankingtobecomethestrongestluxuryandpremiumbrandglobally,withaBSIscoreof93.5outof100.

Dior’sscorehasalsopropelleditintothetop10strongestglobalbrandslistamongtheworld’s

500mostvaluablefor2025.

AccordingtoBrandFinanceresearch,Diorhas

seennotableincreasesinfamiliarityandreputationscoresacrossmultipleregions,withaperfect10outof10scoreforreputationintheUS.

Dior'ssuccessisfurtherevidencedbyitsstrong

considerationandrecommendationscoresin

EuropeandtheUS.Thiscombinationoffactors

hascontributedtoDior'srapidriseintheluxury

andpremiumsector,withthebrandnowreportedlyrecognisedasthemostpopularluxurybrandonline.

DiorBrandStrengthAttributesHeatMap

Weakerperformanceoooo●Strongerperformance

GlobalTop10?BrandFinancePlc.2025

StrongestLuxury&PremiumBrands2025

#1Dior93.5

#2

Ferrari

90.1

#3

Rolex

89.9

#4

Chanel

89.6

#5

Gucci

89.5

#6

Hermès

89.4

#7

Porsche

88.8

#8

Lanc?me

88.4

#9

LouisVuitton

87.7

#10Tiffany&Co.

85.5

?BrandFinancePlc.2025

FactorFranceJapanUnitedStates

tions

Knowledge

ndPercep

Credibility

Bra

Appeal

viours

Selection

merBeha

Advocacy

Custo

PriceAcceptance

BrandFinanceLuxury&Premium502025/luxury-and-premium15

BrandStrengthAnalysis

Ferrariistheworld’ssecondstrongestluxuryandpremiumbrand,withaBSIscoreof90.1outof100.BrandFinanceresearchshowsthatitearns9.6outof10forbothreputationandlikeability,highlightingitsheritage,legacy,andemotionalappeal.

FerrariCEOBenedettoVignaalsoranksfourthamongtheworld’stopCEOsandleadsfortheautomobilesandluxuryandpremiumsectors,furtherhighlightingtheprancinghorse’sbrandpositioning.

Lanc?mehasenteredthetop10forbrandstrength,

movingupfrom11thplacein2024toeighthplace,

withaBSIscoreof88.4outof100.BrandFinance

attributesthisperformancetostrongpriceacceptance,withascoreof9.6outof10,reflectingconsumers’

willingnesstopayapremiumforitsproducts.

BrandFinanceresearchalsorevealsthatLanc?meperformsparticularlywellinChina,whereitearnsaBSIscoreof98.3outof100–notablyhigher

thanitsglobalaverage,underscoringitssignificantfootprintinthismarket.

Brand

GuardianshipIndex

BrandFinanceLuxury&Premium502025/Iuxury-and-premium17

BrandGuardianshipIndex

TheBrandGuardianshipIndexevaluatestheefficacyofchiefexecutivesinmanagingandeIevatingtheir

companiesIbrandswhiIefosteringIong-termvaIue

creation.Therankingisderivedfrominsightsgatheredthroughaglobalsurveyofnearly5,000respondents,includingequityanalysts,journalists,andtheinformedgeneraIpubIic.

ThisthoroughassessmentunderscoresthestrongcorreIationbetweeneffectivebrandIeadershipandcorporategrowth,highIightingthecriticaIroIeof

strategicforesightandcommerciaIacumen.TheIndexintegratesbothperceptualfactors,reflectingstakehoIdersentiment,andperformancemetrics,whichmeasureconcretebusinessoutcomes.

TheLuxury&PremiumBrandGuardianshipIndex

includesthetop5CEOsfromtheindustry,allofwhomrankedamongthetop100inthe

BrandGuardianship

Index2025

.

Thetop5luxuryandpremiumbrandguardiansare:

FerrariCEOBenedettoVignaisthehighest-ranked

luxuryandpremiumbrandCEO,notingthehighest

famiIiarityandreputationwithinthesectorwithscoresof10and9.5outof10,respectively.Heholdsfourth

placeamongCEOsgloballyandacrosssectors.Prior

tojoiningFerrariin2021,VignagainedvastexperienceatIeadingtechnoIogycompanies,bringingthat

expertisetodriveFerrari’sappIicationofnext-generationtechnologies.BrandFinanceresearchhighlightsVigna’spositiveperceptionsamongtheinformedgeneraIpubIicandanalystsandjournalist,earningexcellentscores

forhisstrategyandvision.

LeenaNair,CEOofChanel,isthesecond-highestIuxuryandpremiumbrandCEO.Nairranks19thgIobaIIyandis

oneofonlysevenwomeninthe2025listofthetop100CEOs.Shehasledthecompanysince2022afterbeingheadhuntedfromherpreviousroleofChiefHROfficeratUnilever.SheembodiesbrandguardianshipbecauseofherpeopIe-centricexperience,butsheisaIsovocaIaboutbuildingthebrandandlong-termvalue.Nairalsodemonstratesanappreciationforthebrand’sIegacy

heritage—shespeakshighIyoftheIegacyofGabrieIIeChanelandispassionateaboutleavingherownlegacyontheorganisation’speopIe,brand,andthepIanet.

BernadArnaultisthefounder,chairman,andCEO

ofLVMHandranksthirdamongtheworId’sIeading

luxuryandpremiumbrandguardians,aswellas47thgIobaIIy.AccordingtoBrandFinanceresearch,ArnauItstandsoutforhisbrandunderstandingandreputation,earninga10outof10scoreacrossaudiences-a

notablefeatgiventhatLVMHhas75prestigiousbrandswithinitsgroup.

Jean-FredericDufourbecameCEOofRolexin2014afterfiveyearsIeadingZenithWatches.Heranks

fourthamongluxuryandpremiumbrandCEOsand

52ndglobally.DufourplayedakeyroleinaidingZenith’srecoverypost-2008financialcrisis.WithabackgroundspanningfromsaIestomarketing,toproduct

deveIopment,hebringsdeepexpertisetothefuIIIifecycleofSwisswatchmaking.Duringhistimeatthecompany,RoIex’srevenuesareestimatedto

have

more-thandoubIed

.

PradaCEOAndreaGuerraranksfifthamongthe

world’sleadingluxuryandpremiumbrandCEOs.

Healsoranks80thgIobaIIyandacrosssectorsintheBrandGuardianshipIndex2025.BrandFinancedataalsorevealsthatGuerraisthehighest-scoringCEOwhenitcomestogenderdiversity,scoringaperfect10outof10fromanalystsandjournalistaudiences.

SustainabilityAnalysis

BrandFinanceLuxury&Premium502025/luxury-and-premium19

SustainabilityAnalysis

Sustainabilityisakeydriverofconsumerchoiceandreputationintheluxuryandpremiumsector.Onaverage,luxuryandpremiumautomobile,

apparel,andcosmeticsbrandsseesustainabilitydriveconsideration1.5timeshigherthannon-

luxurycounterparts.

Jaeger-LeCoultreranksfirstforgovernance,second

forenvironmentalsustainability,andthirdforsocial

sustainability.Jaeger-LeCoultrereportsthat

99%of

theenergyusedacrossitsglobaloperationsissourced

fromrenewables.Ithasreducedtheplasticfootprint

ofitsnewwatchboxesby93%

andhasverifiedcarbonemissionstargetsthroughthe

Science-BasedTargets

Initiative

.Thebrandreinforcesthecirculareconomy

principlesembracedbyluxuryapparelbrandsat-large.Attributeslikelongevityandqualityextendtosustainabilityinitiativessuchasproductrepair,supportingtheideathataproductcanbeusedandmaintainedfordecades.

The2025SustainabilityPerceptionsIndexwill

bereleasedlaterthisyear,revealingwhichbrandsareperceivedtohavethestrongestcommitmenttosustainabilityglobally,thechangingroleof

sustainabilityindrivingdemand,andthelargeamountsofvaluetiedtosustainability,valueatriskandvaluebeingsecuredbytheworld’sbiggestbrands.

ValuingSustainabilityPerceptions?BrandFinancePlc.2025

X

Group

BrandValue

BrandValueis

calculatedforthe

brandinaccordance

withISO10668.

%

X

Sustainability

Driver(%)

HighImportance

LowImportance

Contributionof

sustainabilitytobrand

valuedeterminedusing

drivers'analysis'.

=

Sustainability

PerceptionsScore

Perceptionsofthe

brand'scommitmentto

sustainabilityaretransformed

intoscoresthatmodify

thefinalvalue.

Sustainability

PerceptionsValue

$

Theproportion

ofbrandvaluethat

isattributable

tosustainability

perceptions.

ISO10668

Insights

BrandFinanceLuxury&Premium502025/luxury-and-premium21

LuxuryandPremiumSponsorshipinSport:ReachingtheWealthytoDriveRevenue

HenryFarr

Director,

BrandFinance

AnnabellaGarnham

SeniorAnalyst,BrandFinance

Frompoloandsailingtogolfandtennis,luxurybrandsponsorshipsconsistentlyfocusonelitedisciplines.Whileit’seasytoassumethesepartnershipsarebasedonprestige,BrandFinancedataindicatesthatpeoplewithhigherincomesexhibitspecificbehavioursthatmakecertainsportsaprimeopportunityforbrandsthatunderstandhowtoengagethisin-demandaudience.

First,it’smoredifficulttoconnectwithaffluentindividualsthroughtraditionalmarketingandadvertisingbecausetheyexhibitloweradrecall.Forexample,BrandFinancedatarevealsthathigherincomeindividualsare23%lesslikelytorecallseeingadvertisementsforluxuryautomobiles,buttheyare121%

morelikelytofollowFormulaE.Thiscreatesasalientopportunityforbrandstostrategicallypositionthemselvestoengagecertainaffluentconsumersthroughtherightsportsponsorship.

BrandFinancedatashowshigherincomeindividualsare78%morelikely

tofollowgolfandshowincreasedengagementwithsailing(59%)andtennis

(29%).Whenappliedtomarketingstrategies,thisincreasedfollowingtranslatesintorealbranduplift.

SportFollowingAmongDifferentIncomeGroups?BrandFinancePlc.2025

--HighIncome?StandardIncome

25%

20%

15%

10%

5%

0%

TennisGolfFormulaESailing

BrandFinanceLuxury&Premium502025/luxury-and-premium22

InsightsILuxuryandPremiumSponsorshipinSport:ReachingtheWealthytoDriveRevenue

Thesestrategicpartnershipsbetweenluxurybrandsandelitesportingeventsoffermorebrandvisibility

thanmanyotherbroadercommercialsponsorshipsbycreatinggreaterconnectionsbetweenspectator

andbrandthanstand-aloneads.Theyplacetheluxurybrandwithinexclusiveenvironmentsthatmirror

theirownvalues,suchasresilience,precision,andexcellence.

RoIex’slong-standingpartnershipwithWimbIedon

asitsofficialtimekeeperbeganin1978andprovidesaclearexampleofastrategic,values-ledalignment

withanelitesportsbrand.AccordingtoBrandFinancedata,inthelastfiveyears(2020–2025)sincethe

tournamenttookahitfromcancellationduetothe

pandemic,Rolex’sbrandvaluehasmorethandoubled,increasing138%.

Whilethesepartnershipsofferbrandequity,thebenefitsgobeyondbrandingtofinancialresults.Againusing

Rolexasanexample,theluxurywatchmakerpartnerswithhighprofilegolftournaments:thefourmen’s

majors,thefivewomen’smajors,andtheleadingto