The latest ranking by rating institute Brand Finance has revealed the strongest and most valuable Swiss brands for 2025. They found that while many local firms maintain a strong reputation amongst customers, their value has started to drop.
To create its Global 500 ranking, Brand Finance analysed which global brands are the strongest and the most valuable. In this case, strength is based on how the brand is perceived and recognised by the general public, the brand's literal financial value, and how much has been invested in promoting the brand.
For 2025, Apple was ranked as the most valuable in the world. Brand Finance estimated that its brand alone is now worth 485 billion Swiss francs. The study noted that 80 percent of consumers are familiar with the company, while 45 percent are considering buying one of their laptops or mobile phones.
Giants of US tech business dominated the top 10, with Microsoft (389 billion francs), Google (349 billion) and Amazon (301 billion) completing the top four. The march of technology was also felt in the higher echelons, with all tech firms in the top 10 having increased their valuation compared to 2024, while chip manufacturer NVIDIA took its place in the top 10 for the first time.
However, when it comes to the strength of the brand itself, the Chinese messaging service WeChat took the top spot. The service was given high praise for ease of integration and how highly regarded the brand is with users. Fashion brand Nike and search engine Google rounded out the top four.
Interestingly, you have to go quite far down the order to find the first Swiss brand. For 2025, Nestlé was ranked as the 97th most valuable brand in the world, a drop of five places compared to 2024. The food manufacturer's branding is now valued at 16,88 billion Swiss francs.
In explaining the drop, Brand Finance noted that the international company reported weaker profits in 2024 compared to 2023, while the perception of the Nestlé brand has worsened. They argued that recent price rises seen in Swiss supermarkets have put consumers off buying well-known premium brands, hurting larger corporations like Nestlé.
However, there is a sense that Nestlé's decline is a Switzerland-wide phenomenon. Of the nine Swiss brands analysed by Brand Finance, five have seen their value fall in 2025.
When it came to brand strength, the Swiss watchmaker and purveyor of luxury Rolex was rated as the strongest the nation has to offer. The study found that the company has a strong reputation among customers, especially for its customer service. The company also took second in Switzerland for value, followed by Swiss bank UBS.
In all, here are the most valuable brands in the world:
Here are the most valuable Swiss brands, and where they rank globally:
For more information about the report, check out the Brand Finance website.
Thumb image credit: Michael Derrer Fuchs / Shutterstock.com