Brand positions
Each brand is placed by two measured facts, with no score given by hand. Horizontally, its presence around the world: the number of its places recorded in OpenStreetMap. Vertically, its proven luxury: the number of criteria backed by a source, out of 5.
This placement is neither a ranking nor a value judgement. A brand “still to document” is not less luxurious: its public evidence is still missing.
Swipe the chart to see all of it.
The four zones
Boundaries: a score of 4 or more, and 20 places or more.
- Rare houses 27 brands
Well-proven luxury, few addresses: grand hotels, restaurants, workshops and rare houses. - Global houses 17 brands
Well-proven luxury and a presence in many cities. - Still to document 83 brands
Few places recorded and little public evidence so far. - Widely distributed brands 36 brands
Many places, fewer criteria proven so far.
See the data as a table
| Brand | Sector | Places | Score | Zone |
|---|---|---|---|---|
| Loewe | Fashion and leather goods | 3 | 5/5 | Rare houses |
| Schiaparelli | Fashion and leather goods | 0 | 5/5 | Rare houses |
| Audemars Piguet | Watchmaking | 14 | 4/5 | Rare houses |
| J.M. Weston | Fashion and leather goods | 13 | 4/5 | Rare houses |
| Poltrona Frau | Art de vivre | 11 | 4/5 | Rare houses |
| Buccellati | Jewellery | 6 | 4/5 | Rare houses |
| Chopard | Watchmaking | 3 | 4/5 | Rare houses |
| Christofle | Art de vivre | 3 | 4/5 | Rare houses |
| Delvaux | Fashion and leather goods | 3 | 4/5 | Rare houses |
| Guerlain | Fragrance and beauty | 3 | 4/5 | Rare houses |
| Breguet | Watchmaking | 1 | 4/5 | Rare houses |
| Creed | Fragrance and beauty | 1 | 4/5 | Rare houses |
| Cristallerie Saint-Louis | Art de vivre | 1 | 4/5 | Rare houses |
| Garrard | Jewellery | 1 | 4/5 | Rare houses |
| Kiton | Fashion and leather goods | 1 | 4/5 | Rare houses |
| Mellerio | Jewellery | 1 | 4/5 | Rare houses |
| Mikimoto | Jewellery | 1 | 4/5 | Rare houses |
| Bollinger | Wines and spirits | 0 | 4/5 | Rare houses |
| Frette | Art de vivre | 0 | 4/5 | Rare houses |
| Gieves & Hawkes | Fashion and leather goods | 0 | 4/5 | Rare houses |
| Hennessy | Wines and spirits | 0 | 4/5 | Rare houses |
| Natura Bissé | Fragrance and beauty | 0 | 4/5 | Rare houses |
| Pagani | Cars | 0 | 4/5 | Rare houses |
| Puiforcat | Art de vivre | 0 | 4/5 | Rare houses |
| S.T. Dupont | Art de vivre | 0 | 4/5 | Rare houses |
| Turnbull & Asser | Fashion and leather goods | 0 | 4/5 | Rare houses |
| Wedgwood | Art de vivre | 0 | 4/5 | Rare houses |
| Burberry | Fashion and leather goods | 174 | 5/5 | Global houses |
| Dolce&Gabbana | Fashion and leather goods | 103 | 5/5 | Global houses |
| Diptyque | Fragrance and beauty | 31 | 5/5 | Global houses |
| Max Mara | Fashion and leather goods | 270 | 4/5 | Global houses |
| Louis Vuitton | Fashion and leather goods | 241 | 4/5 | Global houses |
| Hermès | Fashion and leather goods | 161 | 4/5 | Global houses |
| Cartier | Jewellery | 127 | 4/5 | Global houses |
| Montblanc | Art de vivre | 108 | 4/5 | Global houses |
| Bentley | Cars | 95 | 4/5 | Global houses |
| Ferrari | Cars | 95 | 4/5 | Global houses |
| TAG Heuer | Watchmaking | 95 | 4/5 | Global houses |
| Breitling | Watchmaking | 88 | 4/5 | Global houses |
| Valentino | Fashion and leather goods | 82 | 4/5 | Global houses |
| Lamborghini | Cars | 62 | 4/5 | Global houses |
| Aston Martin | Cars | 58 | 4/5 | Global houses |
| Loro Piana | Fashion and leather goods | 54 | 4/5 | Global houses |
| Rolls-Royce Motor Cars | Cars | 34 | 4/5 | Global houses |
| Piaget | Watchmaking | 16 | 3/5 | Still to document |
| A. Lange & Söhne | Watchmaking | 8 | 3/5 | Still to document |
| Roger Dubuis | Watchmaking | 6 | 3/5 | Still to document |
| Brioni | Fashion and leather goods | 3 | 3/5 | Still to document |
| Fortnum & Mason | Fine food and dining | 3 | 3/5 | Still to document |
| Lancôme | Fragrance and beauty | 2 | 3/5 | Still to document |
| Smythson | Fashion and leather goods | 2 | 3/5 | Still to document |
| Berluti | Fashion and leather goods | 1 | 3/5 | Still to document |
| Berry Bros. & Rudd | Wines and spirits | 1 | 3/5 | Still to document |
| Blancpain | Watchmaking | 1 | 3/5 | Still to document |
| Boucheron | Jewellery | 1 | 3/5 | Still to document |
| Gleneagles | Hotels | 1 | 3/5 | Still to document |
| Harry Winston | Jewellery | 1 | 3/5 | Still to document |
| La Tour d'Argent | Fine food and dining | 1 | 3/5 | Still to document |
| Lenôtre | Fine food and dining | 1 | 3/5 | Still to document |
| Les Prés d'Eugénie | Fine food and dining | 1 | 3/5 | Still to document |
| Penhaligon's | Fragrance and beauty | 1 | 3/5 | Still to document |
| Riedel | Art de vivre | 1 | 3/5 | Still to document |
| Ritz Paris | Hotels | 1 | 3/5 | Still to document |
| The Connaught | Hotels | 1 | 3/5 | Still to document |
| The Macallan | Wines and spirits | 1 | 3/5 | Still to document |
| The Ritz London | Hotels | 1 | 3/5 | Still to document |
| The Savoy | Hotels | 1 | 3/5 | Still to document |
| Ulysse Nardin | Watchmaking | 1 | 3/5 | Still to document |
| Vega Sicilia | Wines and spirits | 1 | 3/5 | Still to document |
| Villa d'Este | Hotels | 1 | 3/5 | Still to document |
| Bernardaud | Art de vivre | 0 | 3/5 | Still to document |
| Charles Heidsieck | Wines and spirits | 0 | 3/5 | Still to document |
| Château Cheval Blanc | Wines and spirits | 0 | 3/5 | Still to document |
| De Beers London | Jewellery | 0 | 3/5 | Still to document |
| Dr Irena Eris | Fragrance and beauty | 0 | 3/5 | Still to document |
| Girard-Perregaux | Watchmaking | 0 | 3/5 | Still to document |
| H. Moser & Cie | Watchmaking | 0 | 3/5 | Still to document |
| Herend | Art de vivre | 0 | 3/5 | Still to document |
| Krug | Wines and spirits | 0 | 3/5 | Still to document |
| La Maison du Chocolat | Fine food and dining | 0 | 3/5 | Still to document |
| Laurent-Perrier | Wines and spirits | 0 | 3/5 | Still to document |
| Lladró | Art de vivre | 0 | 3/5 | Still to document |
| Manolo Blahnik | Fashion and leather goods | 0 | 3/5 | Still to document |
| Moser | Art de vivre | 0 | 3/5 | Still to document |
| Ornellaia | Wines and spirits | 0 | 3/5 | Still to document |
| Parfums Caron | Fragrance and beauty | 0 | 3/5 | Still to document |
| Pierre Hermé Paris | Fine food and dining | 0 | 3/5 | Still to document |
| Rémy Martin | Wines and spirits | 0 | 3/5 | Still to document |
| Restaurant Guy Savoy | Fine food and dining | 0 | 3/5 | Still to document |
| Richard Mille | Watchmaking | 0 | 3/5 | Still to document |
| Ruinart | Wines and spirits | 0 | 3/5 | Still to document |
| Veuve Clicquot | Wines and spirits | 0 | 3/5 | Still to document |
| Van Cleef & Arpels | Jewellery | 17 | 2/5 | Still to document |
| Church's | Fashion and leather goods | 12 | 2/5 | Still to document |
| Messika | Jewellery | 11 | 2/5 | Still to document |
| Christian Louboutin | Fashion and leather goods | 8 | 2/5 | Still to document |
| Baccarat | Art de vivre | 3 | 2/5 | Still to document |
| Acqua di Parma | Fragrance and beauty | 2 | 2/5 | Still to document |
| Pomellato | Jewellery | 2 | 2/5 | Still to document |
| Taillevent | Fine food and dining | 2 | 2/5 | Still to document |
| Airelles Courchevel | Hotels | 1 | 2/5 | Still to document |
| Château d'Yquem | Wines and spirits | 1 | 2/5 | Still to document |
| Château Lafite Rothschild | Wines and spirits | 1 | 2/5 | Still to document |
| Claridge's | Hotels | 1 | 2/5 | Still to document |
| Four Seasons Hotel George V | Hotels | 1 | 2/5 | Still to document |
| Hôtel Plaza Athénée | Hotels | 1 | 2/5 | Still to document |
| Le Bristol Paris | Hotels | 1 | 2/5 | Still to document |
| Le Meurice | Hotels | 1 | 2/5 | Still to document |
| Perrier-Jouët | Wines and spirits | 1 | 2/5 | Still to document |
| The Dorchester | Hotels | 1 | 2/5 | Still to document |
| The Gritti Palace | Hotels | 1 | 2/5 | Still to document |
| Baumanière | Fine food and dining | 0 | 2/5 | Still to document |
| Boodles | Jewellery | 0 | 2/5 | Still to document |
| Cheval Blanc Courchevel | Hotels | 0 | 2/5 | Still to document |
| Dalloyau | Fine food and dining | 0 | 2/5 | Still to document |
| Ginori 1735 | Art de vivre | 0 | 2/5 | Still to document |
| John Lobb | Fashion and leather goods | 0 | 2/5 | Still to document |
| Maison Francis Kurkdjian | Fragrance and beauty | 0 | 2/5 | Still to document |
| Martell | Wines and spirits | 0 | 2/5 | Still to document |
| Pierre Frey | Art de vivre | 0 | 2/5 | Still to document |
| Range Rover | Cars | 0 | 2/5 | Still to document |
| Zolotas | Jewellery | 0 | 2/5 | Still to document |
| McLaren | Cars | 17 | 1/5 | Still to document |
| Graff | Jewellery | 8 | 1/5 | Still to document |
| Bugatti | Cars | 2 | 1/5 | Still to document |
| Koenigsegg | Cars | 2 | 1/5 | Still to document |
| La Mer | Fragrance and beauty | 0 | 1/5 | Still to document |
| Porsche | Cars | 596 | 3/5 | Widely distributed brands |
| Gucci | Fashion and leather goods | 235 | 3/5 | Widely distributed brands |
| Chanel | Fashion and leather goods | 167 | 3/5 | Widely distributed brands |
| Rolex | Watchmaking | 165 | 3/5 | Widely distributed brands |
| Tiffany & Co. | Jewellery | 159 | 3/5 | Widely distributed brands |
| Prada | Fashion and leather goods | 157 | 3/5 | Widely distributed brands |
| Dior | Fashion and leather goods | 152 | 3/5 | Widely distributed brands |
| Omega | Watchmaking | 121 | 3/5 | Widely distributed brands |
| Maserati | Cars | 110 | 3/5 | Widely distributed brands |
| Longchamp | Fashion and leather goods | 107 | 3/5 | Widely distributed brands |
| Moncler | Fashion and leather goods | 103 | 3/5 | Widely distributed brands |
| Saint Laurent | Fashion and leather goods | 101 | 3/5 | Widely distributed brands |
| Versace | Fashion and leather goods | 90 | 3/5 | Widely distributed brands |
| Bulgari | Jewellery | 83 | 3/5 | Widely distributed brands |
| Bottega Veneta | Fashion and leather goods | 70 | 3/5 | Widely distributed brands |
| Balenciaga | Fashion and leather goods | 68 | 3/5 | Widely distributed brands |
| Giorgio Armani | Fashion and leather goods | 67 | 3/5 | Widely distributed brands |
| Brunello Cucinelli | Fashion and leather goods | 63 | 3/5 | Widely distributed brands |
| Fendi | Fashion and leather goods | 58 | 3/5 | Widely distributed brands |
| Celine | Fashion and leather goods | 47 | 3/5 | Widely distributed brands |
| Longines | Watchmaking | 41 | 3/5 | Widely distributed brands |
| Etro | Fashion and leather goods | 37 | 3/5 | Widely distributed brands |
| IWC Schaffhausen | Watchmaking | 36 | 3/5 | Widely distributed brands |
| Jaeger-LeCoultre | Watchmaking | 26 | 3/5 | Widely distributed brands |
| Givenchy | Fashion and leather goods | 25 | 3/5 | Widely distributed brands |
| Mulberry | Fashion and leather goods | 23 | 3/5 | Widely distributed brands |
| Patek Philippe | Watchmaking | 22 | 3/5 | Widely distributed brands |
| Alexander McQueen | Fashion and leather goods | 20 | 3/5 | Widely distributed brands |
| Vacheron Constantin | Watchmaking | 20 | 3/5 | Widely distributed brands |
| Mercedes-Benz | Cars | 2,102 | 2/5 | Widely distributed brands |
| Jo Malone London | Fragrance and beauty | 100 | 2/5 | Widely distributed brands |
| Zegna | Fashion and leather goods | 91 | 2/5 | Widely distributed brands |
| Ferragamo | Fashion and leather goods | 84 | 2/5 | Widely distributed brands |
| Tod's | Fashion and leather goods | 64 | 2/5 | Widely distributed brands |
| Panerai | Watchmaking | 26 | 2/5 | Widely distributed brands |
| Lexus | Cars | 602 | 1/5 | Widely distributed brands |