Various studies currently value the Rolex brand at between 8 and 16 billion Swiss francs (brand valuation), depending on the source:
- CHF 8 billion according to Kantar Millward Brown,
- CHF 16.3 billion according to Brand Finance (2024 edition),
- Rolex is also considered the most valuable Swiss brand, ahead of Nestlé, UBS and Richemont (source: Tribune de Genève).
Wide variations, but a clear consensus: the Rolex brand is an intangible asset of exceptional power.
This emblematic case highlights a phenomenon that we are seeing more and more at XVAL: the growing importance of the value of intangible assets, and in particular the brand, in company valuations.
Why is a brand like Rolex worth so much?
Because it concentrates what is known in our profession as an exceptional intangible asset, based on :
- a worldwide reputation built on over a century of consistency,
- a perfectly mastered high-end positioning strategy,
- a policy of scarcity (no sales, no overproduction),
- a strictly selected distribution network,
- targeted influencer communication (artistic patronage, sports sponsorship, hand-picked ambassadors),
- a unique capital of trust and desirability, difficult to duplicate.
But in concrete terms, how do you promote a brand like Rolex?
At XVAL, we use several methods depending on the company profile, the data available and the assessment objectives:
-
Relief from royalty
This involves estimating the value of the brand based on the amount that would have to be paid in royalties to use it, applied to the sales generated. This is the preferred method in transactional or tax contexts. -
Historical or replacement cost method
Less frequently used, this method consists of valuing the brand according to past or estimated costs incurred to build an equivalent brand. Relevant for accounting purposes, but rarely sufficient to reflect real economic value. -
Differentiated cash flow method
Measures the brand's direct contribution to the generation of future cash flows (e.g., by comparing a "with" and "without" brand scenario). Complex to implement, but very useful in the context of fund-raising or long-term strategy.
And in SMEs (brand enhancement)?
Even if it's not worth billions, a brand can represent a significant part of a company's value:
- A service company with a strong reputation in its sector,
- An industrial SME with a recognized name in its region,
- A BtoC boutique valued for its image or know-how.
Brands can make all the difference when it comes to divestment, fund-raising or asset management strategies. It just has to be identified... and valued.
At XVAL, we value brands and intangible assets with rigor and method.
We intervene :
- In a transactional context (sale, acquisition, entry/exit of partners)
- For tax and accounting purposes
- For strategic medium- to long-term valuations
- In connection with the overall valuation of the company or individual assets
Discover our approach here:
www.xval.fr/valorisation-actifs-immateriels
And you, does your brand have a value... but not yet a price?
At XVAL, we can help you measure it (brand valuation):
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