Brandwave

How popular isRolex?

In September 2026, people searched for Rolex by name about 74,000 times in Australia, an 18.2% decrease from the previous year. These searches made up 24% of all Australia watch brand searches, placing Rolex first out of 11 brands. When we asked both ChatGPT and Google AI Overviews about watch brands, Rolex appeared in one of the five answers and was the eighth most recommended of the 11.

Search and AI answers in September 2026

Rolex is the most searched of 11 competitors and the eighth most recommended in AI answers.

  1. RolexShare of searches 24%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  2. SeikoShare of searches 16%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. CasioShare of searches 13.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. TAG HeuerShare of searches 10.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. OmegaShare of searches 8.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top watch brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rolex was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Rolex is the eighth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Seiko1st
  2. Citizen2nd
  3. Casio3rd
  4. Tissot4th
  5. Fossil5th
  6. Longines6th
  7. TAG Heuer7th
  8. Rolex8th
  9. Omega–
  10. Daniel Wellington–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Seiko5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Casio5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Citizen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Longines3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tissot3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fossil2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rolex1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TAG Heuer1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Omega0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Daniel Wellington0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about watch brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which watch brands compete with Rolex?

Rolex against watch brands in Australia, by month

Share of searches by month for Rolex, Seiko, Casio, TAG Heuer, Omega, Longines, Tissot, Citizen, Fossil. The figures are in the table below the chart.

View monthly share of searches table
MonthRolexSeikoCasioTAG HeuerOmegaLonginesTissotCitizenFossilDaniel WellingtonNixon
Oct 202529.8%13.4%10.9%13.4%7.3%4.9%7.3%4.9%4%2.7%1.5%
Nov 202525.6%14%11.5%11.5%6.3%5.1%7.7%5.1%5.1%6.3%1.9%
Dec 202525.1%13.7%13.7%11.2%7.5%5%7.5%6.2%4.1%4.1%1.8%
Jan 202629.7%13.3%10.9%13.3%7.3%4.9%7.3%5.9%3.3%2.7%1.4%
Feb 202628%15.3%12.5%12.5%6.8%4.6%6.8%5.6%3.7%2.5%1.7%
Mar 202627%14.8%12.1%12.1%6.6%6.6%8.1%5.4%3%3%1.3%
Apr 202631.3%14%11.5%11.5%6.3%6.3%7.7%5.1%2.8%2.3%1.2%
May 202627.8%15.2%10.2%12.4%6.8%6.8%8.3%5.6%3.7%2%1.1%
Jun 202625.3%16.9%11.3%11.3%7.6%6.2%7.6%6.2%4.1%2.3%1.2%
Jul 202625.5%17%11.4%11.4%7.6%6.2%7.6%6.2%3.4%2.3%1.2%
Aug 202626.8%17.9%12%9.8%8%6.6%6.6%5.4%3.6%2%1.3%
Sep 202624%16%13.1%10.7%8.8%7.2%7.2%5.9%3.9%1.7%1.4%

  1. 1.Rolex

    24%

    Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -2.9 points.

  2. 2.Seiko

    16%

    Held 2nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  3. 3.Casio

    13.1%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +1.1 points.

  4. 4.TAG Heuer

    10.7%

    Held 4th. 33.1K estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Omega

    8.8%

    Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

  6. 6.Longines

    7.2%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  7. 7.Tissot

    7.2%

    Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  8. 8.Citizen

    5.9%

    Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  9. 9.Fossil

    3.9%

    Held 9th. 12.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  10. 10.Daniel Wellington

    1.7%

    Held 10th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  11. 11.Nixon

    1.4%

    Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Rolex and its closest rivals

Every comparison with Rolex

10 comparisons

How has branded search demand for Rolex changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Rolex in Australia fell from 90.5K to 74K.
  • Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in Australia decreased from 29.8% to 24%.
  • Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in Australia peaked at 31.3% in April 2026 and was lowest at 24% in September 2026.

How did search popularity change for Australia watch brands in September 2026?

6 changes

  1. In September 2026, Casio gained share of searches among watch brands in Australia, from 12% to 13.1%.

  2. In September 2026, TAG Heuer gained share of searches among watch brands in Australia, from 9.8% to 10.7%.

  3. In September 2026, Omega gained share of searches among watch brands in Australia, from 8% to 8.8%.

  4. In September 2026, Longines gained share of searches among watch brands in Australia, from 6.6% to 7.2%.

  5. In September 2026, Tissot gained share of searches among watch brands in Australia, from 6.6% to 7.2%.

  6. In September 2026, Rolex lost share of searches among watch brands in Australia, from 26.8% to 24%.

How are Rolex’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Rolex’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • rolex

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How the Brand Demand Index is measured

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