BRAND VALUATION

Porsche is still the world’s most valuable luxury brand – report

By our African Marketing Confederation News Team | 2025

Despite weaker demand impacting overall performance, the auto brand affirms its enduring position as a leader in the luxury car market.

Porsche remains the world’s most valuable luxury and premium brand for the eighth consecutive year, with a brand value of US$41.1-billion, says brand valuation consultancy, Brand Finance, in a new report. 

 

Porsche retains the top spot despite a 5% drop in brand value, which Brand Finance attributes to weaker demand in China and Europe, impacting overall performance. However, the research shows that Porsche scores a high 9.3 out of 10 for price acceptance, reflecting strong consumer willingness to pay a premium for its products.  

 

This aligns with Porsche’s long-term strategy to prioritise value over sales volume, the report notes, highlighting high ratings for reliability (9.6) and reputation (9.7) globally, affirming Porsche’s enduring position as a leader in the luxury automotive market.    

Photo: Egeardaphotos from Pexels

The world’s second most valuable luxury and premium brand, according to the study, is fashion and accessories company Chanel. It has surpassed high-end fashion competitor Louis Vuitton following a 45% increase in brand value to US$37.9-billion. This also makes it the fastest-growing brand in the ranking. 

 

Louis Vuitton, whose brand value experienced modest growth at 2%, is thus in third place. Hermès remains the fourth most valuable luxury and premium brand globally, while Rolex climbed two positions from 2024 to rank fifth in 2025, driven by a 36% increase in brand value. This also makes it the fifth fastest-growing brand in the ranking. 

 

According to Brand Finance, the growth of Rolex reflects record-high revenues and sustained demand for luxury watches.  

 

“Rolex is unlikely to face significant challenges from the rise of the secondary market, particularly as it has already established a foothold in second-hand watches through its Certified Pre-Owned scheme, which it began in 2022, leveraging its heritage, consumer trust and brand equity,” the report states. 

 

Dior is in sixth place, while Cartier and Ferrari have climbed one position each to rank seventh and eighth. 

 

Discussing Ferrari, Brand Finance points out that it has recorded a 36% increase in brand value, making it the fourth fastest-growing brand in the ranking, and the 11th most valuable automobiles brand globally. 

 

“Ferrari continues to prioritise scarcity and high-margin models, reinforcing its luxury appeal and strong financial performance,” the report says. 

 

The brand’s disciplined market positioning has driven success in key regions, including the US, Japan, Germany and Italy. A focus on product customisation, premium pricing, and expanding lifestyle partnerships has strengthened brand equity.” 

 

At number nine is Italian fashion and leather goods brand Gucci. At number 10 is Guerlain, the French perfume, cosmetics and skincare house. 

 

Top 10 Most Valuable Luxury and Premium Brands for 2025 

 

  1. Porsche 
  2. Chanel 
  3. Louis Vuitton 
  4. Hermes 
  5. Rolex 
  6. Dior 
  7. Cartier 
  8. Ferrari 
  9. Gucci 
  10. Guerlain 

 

The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Luxury & Premium 50 2025 report. 

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