Rolex and Nestlé crack top ten reputation list

Two Swiss companies cracked the top ten list of global companies with the best reputations for the first time, according to a survey released on Wednesday.

Rolex and Nestlé crack top ten reputation list
Rolex watches. Photo: AFP

Geneva-based watchmaker Rolex ranked third, while Nestlé, the world’s largest food company came ninth in the list compiled by the New York-based Reputation Institute.

The Global Rep Trak list of the 100 most reputable companies for 2013 was headed by BMW for a second year running, followed by the Walt Disney Company, Rolex and Google.

Rolex, owned by the non-profit Hans Wilsdorf Foundation set up by the company’s founder, also ranked third in the Asia Pacific region.

The lists were compiled from a survey of 55,000 consumers in the world’s 15 largest economies, conducted between January and March.

Rolex, which vaulted into the top ten after not being ranked in 2012, scored most highly for products and services, one of seven categories for which companies were judged.

Other categories were innovation, workplace, governance, citizenship, leadership and financial performance.

Nestlé, based in the canton of Vaud and famous for such brands as Nespresso, Nescafé, KitKat and Nesquick, improved on its 12th place ranking from 2012.

Other companies in the top ten included Daimler (fifth), followed by Sony, Microsoft, and Canon.

Lego, the privately owned Danish construction toy maker, ranked 10th for the second year in a row.

Apple, a staple in the top ranks in past surveys, fell to 12th place from fifth last year.

The only other Swiss name in the top 100 was the Swatch Group, which ranked 66th.

The top companies on the list “work systematically with their reputation,” Kasper Ulf Nielsen, executive partner of the Reputation Institute, said in a news release.

“Reputation is an integrated part of their company strategy and they are seeing the business benefits.” 

Member comments

Log in here to leave a comment.
Become a Member to leave a comment.


Swiss Post accused of theft after ‘losing’ an 8,000-franc Rolex watch

A Rolex watch worth 8,000 francs (€7,271, $8,676), which was purchased on a Swiss online auction site and shipped to its owner by mail, mysteriously “disappeared” somewhere between Fribourg and Sedrun (GR).

Swiss Post accused of theft after 'losing' an 8,000-franc Rolex watch

The second-hand watch was headed to a buyer in the eastern canton of Graubünden, sometimes known as Grisons in English. 

When the buyer, who had spent just over 8,000 francs (€7,271, $8,676) on the purchase, opened the box, he found that it was bare. 

“At first the shock was huge” the self-described ‘watch fan’ told Swiss media

Packed in three nested boxes, it couldn’t have fallen out, Swiss public broadcaster SRF reported.

The mystery deepened as an internal postal document revealed that 120 grams  — exactly the weight of the watch — disappeared from the package between midnight in the Frauenfeld distribution centre and 3am in the Untervaz distribution centre.

Based on this evidence, the owner suspects that a postal employee stole the watch and sent the empty package onward.

“For me that means the package was opened by human hands and the watch was removed (before) everything (was) packed up again and sent.”

However, postal service denies any wrongdoing.

“I find it extremely unfortunate that the post office is actively looking the other way, even though they have a thief in their midst”, the watch’s owner said.

“This is someone who might open parcels and steal content every day. Also from other customers.”

The postal service said they have referred the matter to cantonal police. 

The seller sent the package as ‘registered’, which means that it is insured but only up to the value of 1,500 francs (€13,63, $1,626) – less than a quarter of the value of the watch. 

A spokesperson for Ricardo, the platform through which the watch was sent, said it recommended buyers take out a higher rate of insurance or pick up the goods in person. 

“Ricardo recommends its users, especially for high-priced items, to bid only for offers with registered, ie insured, shipments or where personal pick-up with cash payment from the provider is possible,” a spokesman told 20 Minutes