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.

BMW Group (BMW, MINI and Rolls-Royce) sold 183,328 vehicles in China last year, representing a massive 85.3 percent increase compared to 2009. With this increase, China became the third largest market for BMW Group in 2010, behind Germany the U.S.

The Bavarian brand is well aware of the significance of this market and is even thought to have skipped the recent 2011 Geneva Motor Show in favor of next month's 2011 Shanghai Auto Show for the debut of a new M5 concept and 6-Series Coupe. Furthermore, BMW is also working with its Chinese partner Brilliance Auto to develop a new plug-in hybrid version of its 5-Series sedan, which is also expected to debut at the Shanghai event.

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.