Chanel and BMW are the top prestige brands among affluent Gen Y consumers, according to a new study.

The first annual L2 Gen Y Prestige Brand Rankings measured the affinity for 105 iconic brands among the next generation of prestige consumers. L2, a think tank for prestige brands, surveyed 450 Gen Y high-earners from 45 countries (83% are expected to make more than $100k+/year in the short term) and measured brands in six industry categories. The results of the study will be the topic of a forum presented by L2 in New York City on May 14.

The top brands for both male and female Gen Y are dominated by traditional luxury brands such as Chanel, Cartier, The Four Seasons, and Ralph Lauren. Cars dominated among men, capturing eight of the top 10 slots. German brands BMW, Mercedes-Benz and Audi also appealed to females, who rated the category second only to fashion and above beauty and skin care.

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