London, Feb 25 : Luxury watchmaker Rolex has beaten off competition from Apple to be crowned Britain''s favourite brand. The Swiss firm impressed consumers and industry experts who considered the company''s "quality, reliability, and distinction".

It pushed iPhone maker Apple into second place for the second year running and Microsoft into third, reports Express. co. uk. Industry experts came up with a shortlist of around 1,000 superbrands which were then voted on by 2,900 people.

The Centre for Brand Analysis, which conducted the research, sought to identify brands which have "established the finest reputation in their field". The top 20 most contains providers of premium goods and services, such as Hilton, in seventh place, Mercedes-Benz, 10, and BMW, 11.

Other British stalwarts - including the BBC, Heathrow Airport, BP, and Marks and Spencer - remained in favour with the public and rooted in the top 20. Microsoft climbed from 45th place, and social networking site Facebook was a new entry in the top 20. However, rival social networking site Twitter ranked a lowly 86th.

Stephen Cheliotis, chairman of the Superbrands Expert Council, said that consumers remain fearful over what feels like endless economic gloom. He added that as a result, they are turning to reassuringly familiar brands that they have known throughout their lives. (ANI)