Prohibitively expensive watchmaker Rolex has landed the number one spot on this year’s Reputation Institute’s annual 2016 rankings.

To see full list of 100 firms in this year’s list click here.

The list is judged by over 60,000 people from 15 different countries on each business’ public perception. Each brand is judged on seven categories including: product, innovation, leadership, performance, citizenship, workplace and governance.

Interestingly, Facebook didn’t even manage to crack this year’s top 100 list while, unsurprisingly, Volkswagen dropped from 14th in 2015 down to 123rd following last year’s dodgy emissions scandal.

The top 10 for 2016 in descending order were:

10) Apple. However the tech giant’s reputation is falling. It was seventh in 2014 and eighth last year.

9) Sony. The Japanese electronic giant was voted in the top 10 of 10 of the 15 countries surveyed for the 2016 results.

8) Canon. The camera manufacturer was particularly loved by Europeans, Africans and in the Middle East.

7) Microsoft. Strangely, the tech behemoth failed to make 2015’s Top 100 but is back big time in 2016.

6) Lego. The famed toy brand is said to be the most profitable business in the world and actually ranked number one for reputation amongst Europeans, Africans and those in the Middle East.

5) Daimler/Mercedes Benz. The current F1 World Champions, the German marque actually fell two spots from its position last year.

4) BMW. Last year’s winner takes a hit in the reputation ratings although a mere blip in comparison to its cousins at Volkswagen.

3) Google. What’s a list without the search engine behemoth? Its reputation for having dedicated staff and a great work environment resonating amongst those surveyed.

2) The Walt Disney Company. Maker of last year’s Star Wars hit, Disney just missed top spot by the narrowest of margins.

1) Rolex. Up from fourth last year and into top spot, the watchmaker produces about 10,000 watches a week and has annual revenues estimated at around the $US8 billion mark annually.