3rd place for Rolex in the Annual list of ‘coolest brands’

logo_of_the_third_coolest_brand_in_the_uk_Rolex_watches How do you analyse coolness? This is the question posed by the CoolBrands council of experts, who compile an annual list of the coolest brands available in Britain. Brands are judged by two separate sections of society: the CoolBrands panel of 32 experts, which includes designer Kelly Hoppen and model Daisy Lowe, and also by around 3,000 members of the public. Having compiled an annual list of coolness since 2001, the survey has gained respect and acceptance over the years as a valid indication of the brands people are most taking notice of.

Judging Criteria

Because coolness is subjective, relying totally on personal taste and preferences, judges are given certain criteria by which they must make their decisions. These criteria include desirability, originality, style and innovation. There are six criteria in all. Once the judging has taken place, the results are combined to come up with the annual list of the coolest, most desirable brands on the market today. Rolex is featured at number three, just below Apple and Aston Martin, which means that America, Britain and Switzerland share the top positions. The listing in CoolBrands can only help with values in the pre owned Rolex watches market. Year on year the brands list changes, and the inclusion of Rolex in the list this year is surely an indication of the way people's thoughts are once more turning to fashion. Last year it was the turn of luxury ice cream makers, whereas this year they don't feature on the list at all.

The Rolex Image

Rolex maintains a good public image, keeping themselves at the top of their game not only through the consistently high quality of the watches themselves, but also through their careful management of the events they sponsor. It's always at the forefront of high-octane, high-stakes sports such as motor racing, so the Rolex image looms large in the eyes of anyone who considers the brand. They are well known for evolution, refining and perfecting existing technology to always push the boundaries of what is possible without ever descending into gimmickry or novelty. It has been suggested that those who voted for Rolex in the CoolBrands survey are either already Rolex owners or are those who wish to join the ranks of proud luxury watch wearers. In both the long and short term, this can only help increase the number of used Rolex watches for sale in the United Kingdom. It's slightly paradoxical that inclusion on the CoolBrands list will boost popularity, even though popularity had to be at a high level in order to get on the list to start with. Regardless, it is expected that prices will rise, with more people swapping watches, selling old ones or adding to their collections. Will you be among those joining the ranks of the top coolest brand owners? With pre owned Rolex watches being just as cool (if not cooler) than brand new versions, there's a buoyant market waiting for you.