What is the #1 luxury brand?

I'm curious to know, what do you consider to be the number one luxury brand in the world today? With so many prestigious names vying for the top spot, what criteria do you use to determine which one truly stands out as the ultimate symbol of luxury and exclusivity? Is it based on their iconic designs, the quality of their craftsmanship, or perhaps their ability to continually innovate and push the boundaries of what luxury can be? I'm eager to hear your thoughts on this topic.