Ranked: Most Valuable Luxury and Premium Brands

Porsche leads as the most valuable luxury and premium brand as per brand value, followed by Chanel and Louis Vuitton.

At the country level, France leads with 5 brands in the top 10, while Italy has 2 and Germany, Swiss and USA have one each.

The rankings are based on brand value, which is calculated using a royalty relief approach. This technique calculated the net economic benefit a brand owner would receive by licensing the brand in an open market.

How has brand value changed compared to last year?

• Gucci and Dior both saw a drop in brand value by 30% and 22%, respectively, while Porsche also witnessed a decline of 14.5%

• Tiffany & Co. was the only brand that witnessed a significant uptick of 16%.

Here are the detailed rankings:

1. Porsche: $35.2 bn

2. Chanel: $34.3 bn

3. Louis Vuitton: $28.8 bn

4. Hermes: $21.2 bn

5. Rolex: $19.9 bn

6. Cartier: $16.0 bn

7. Ferrari: 14.5 bn

8. Dior: $12.0 bn

9. Gucci: $8.8 bn

10. Tiffany & Co.: $8.7 bn

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