It's hard to imagine that a watchmaker could be one of the most reputable companies in the world – it's even harder to imagine that that watchmaker is in fact the number one most reputable company on the planet according to Forbes and Boston-based consulting firm The Reputation Institute. Then again, Rolex is Rolex.

Announced this week, Forbes Magazine and the Reputation Institute's yearly survey of the world's most reputable companies was released and for the second year in a row, Rolex took the top spot. Behind Rolex was Lego at number two, followed by Walt Disney, Canon, and Google rounding out the top five.