Rolex has been ranked as Australia's most recommended brand for 2025, achieving a score of 89.6, according to YouGov's annual Most Recommended Brands ranking. Globally, Emirates has emerged as the top recommended brand with a score of 88.4.

The rankings are derived from YouGov BrandIndex’s positive Recommend score, which assesses the percentage of a brand’s customers who would recommend it to a friend or colleague. The data for these rankings was collected between June 1, 2024, and May 31, 2025.

In Australia, automotive brands have shown strong performance in the recommendation rankings. Toyota secured a score of 89.2, while Michelin and BMW followed closely with scores of 86.2 and 86.1, respectively. Alcohol brands also featured prominently in the Australian rankings, with Jack Daniel’s achieving a score of 88.4, Guinness at 88.2, Budweiser at 87.8, Heineken at 87.1, and Johnnie Walker at 86.3.

X, formerly known as Twitter, has been identified as the top improver in Australia, with a notable +11.9-point increase in its recommendation score. Other brands that have shown significant improvement in Australia include Mobil, which saw a +10.8-point increase, American Express with a +7.8-point rise, Apple TV+ with a +7.3-point increase, and Latitude Financial, which improved by +7.1 points.

Globally, other top recommended brands include Toyota with a score of 84.7, Mercedes-Benz at 81.8, BMW at 81.4, Levi’s at 83.1, adidas at 82.5, Nike at 82.0, Nintendo at 82.1, Neutrogena at 80.8, and trivago at 81.0. These scores reflect Australians’ preference for global brands in luxury, automotive, and beverage sectors.

YouGov suggests the rankings reflect Australians’ strong preference for global brands in luxury, automotive, and beverage sectors, underscoring their inclination to recommend brands that deliver not only product excellence but also international prestige and heritage.

The YouGov Recommend Rankings 2025 are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. YouGov additionally released its list of the top improvers—brands that saw the greatest year-over-year increases in recommendation scores.

The scores are representative of the general population of adults aged 18 and over, reflecting broader consumer sentiment and brand loyalty trends within Australia and globally.