Apple Watch beats Rolex in luxury brands ranking

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Not everybody who bought the Apple Watch is wearing it.
The Apple Watch was the only smartwatch which made the list.
Photo: Apple

The Apple Watch has displaced Rolex on a list of luxury global brands, as measured by analytics firm NetBase, measuring social media mentions and consumer sentiment from more than 700 million posts between 2014 and 2015.

The Apple Watch took the no. 1 place in the list’s “watches” category — made all the more impressive by the fact that it was the only smartwatch featured. Other watchmakers it outranked included Tag Heuer, Richemont, Curren and Patek Phillippe.