Determining the oldest brand in the world requires defining what is meant by “brand”: a simple trade name passed down from generation to generation, or a distinctive sign registered under modern intellectual property law? The answer depends on the criteria used, and the contenders for the title span very diverse sectors.
Trade mark or registered mark: two criteria, two rankings
Confusion is common in articles addressing the topic. A trade mark refers to a name or symbol used continuously to identify a product or service. A registered mark, on the other hand, exists legally from the moment it is officially registered with an intellectual property office.
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These two definitions produce very different rankings. Brewing abbeys claim a continuity of name and reputation that dates back to the Middle Ages. In contrast, the first modern laws on trademarks date from the 19th century. To find out which is the oldest brand in the world, it is therefore necessary to specify the framework.
| Criterion | Contender for the title | Sector | Claimed age |
|---|---|---|---|
| Continuous commercial use of the name | Weihenstephan (Freising, Germany) | Brewery | Since at least the 12th century |
| Active watch brand | Blancpain | Watches | Since 1735 |
| Active fashion brand | Brooks Brothers | Men’s fashion | Since 1818 |
| Registered mark with WIPO | Weihenstephaner | Brewery | Registration in 1994, usage well prior |
This table highlights a fact often absent from popular rankings: brewing abbeys precede luxury brands typically cited by several centuries.
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Weihenstephan: the brewery claiming the title since the Middle Ages
The Weihenstephan Abbey, located in Freising, Bavaria, presents itself as the oldest brewery in the world. The production of beer under this name has been documented since at least the 12th century. The commercial use of the name and the abbey’s coat of arms has continued uninterrupted, first under monastic authority, then under that of the Free State of Bavaria.
The mark “Weihenstephaner” appears in the global trademark database of the World Intellectual Property Organization (WIPO). What distinguishes this case from other contenders is the combination of centuries-long commercial use and contemporary official registration.
The most widely circulated rankings focus on industrial brands from the 18th and 19th centuries, while the longest brand continuity is in brewing, not in watchmaking or textiles.
Old brands that became empires: often unrecognizable origins
Several of the most well-known companies today started in a sector completely different from the one that made them famous. The longevity of a brand does not guarantee the permanence of its initial activity.
- Shell began in 1833 as an import business for oriental shells in London, before the heirs of founder Marcus Samuel pivoted to oil several decades later.
- Samsung, founded in 1938, exported dried fish and noodles before becoming the electronics giant we know.
- Nokia, established in 1865, manufactured paper pulp in Finland, far from mobile phones.
- Nintendo, founded in 1889, produced handmade playing cards in Kyoto.
- Peugeot, active since 1810, manufactured saw blades and coffee mills before building automobiles.
The pivot in activity is the norm, not the exception, among centennial brands. The ability to change business while maintaining a recognizable name is a more decisive survival factor than loyalty to the original product.
Trademark law in Europe: what recent case law changes
The notion of “oldest brand” also has a legal dimension that is evolving. In 2023, the Court of Justice of the European Union (CJEU) reminded that a sign used locally for centuries can benefit from protection, even without an old formal registration. This decision expands the recognition of unregistered historical trademarks in European law.
For companies claiming centuries-long age, this case law offers an additional framework of protection. It recognizes that continuous use and local notoriety of a distinctive sign have their own legal value, independent of the registration date.
However, this protection remains conditioned on the proof of continuous use and clear identification by the public. A brand that has ceased all activity for several decades could not claim this age.
Fashion and watch brands: luxury is not the oldest
Usual rankings often place luxury houses at the top. Brooks Brothers, opened in 1818 in Manhattan, is generally cited as the oldest active fashion brand. Hermès follows in 1837, then Loewe and Cartier in the mid-19th century. Blancpain, founded in 1735, dominates the watch sector.
These brands have survived the centuries thanks to distinct strategies:
- Prolonged family transmission before being acquired by luxury groups.
- Gradual diversification of the catalog (Hermès moves from saddlery to leather goods, then to ready-to-wear).
- Building a heritage narrative exploited as a commercial argument.
Their age remains remarkable, but it does not exceed three centuries, whereas some breweries claim double that.
The answer to the question therefore entirely depends on the chosen criterion. If we consider the continuous commercial use of a name and a distinctive sign, Weihenstephan has the strongest case. If we limit ourselves to brands in the luxury or fashion sector, Brooks Brothers and Blancpain occupy the top of the ranking. European law, with the CJEU case law of 2023, tends to recognize both approaches, making the question less clear-cut than it seems.