HONG KONG -- BMW ranks first among 100 desired brands in China, above Rolex and Apple as well as Mercedes-Benz and Audi, according to Clear Asia, a Hong Kong-based brand consultancy.

The results came from Clear Asia's survey of 2,500 consumers in China. "BMW has a very strong and attractive brand personality in China," said Oliver Cartwright, Clear Asia's regional managing director in a statement. "It's seen as sexy and confident, exciting and sophisticated".

Mercedes and Audi rank eighth and 12th respectively, according to the survey results. "Both brands are admired, but neither has the emblematic brand personality of BMW -- and having a very distinctive personality is key to being a truly desirable brand," explained Scott Davies, director at Clear Asia.

The China survey was part of a worldwide study conducted by Clear, Clear Asia's parent company. Globally, BMW was No. 3 behind Apple and Google