Brandwave

Swarovski vs Tiffany & Co.:Which is more popular?

In September 2026, Swarovski had more branded searches than Tiffany & Co. among jewellery brands in Australia. Swarovski had about 135,000 branded searches, while Tiffany & Co. had 74,000. Swarovski made up 31.1% of all jewellery brand searches we track, and Tiffany & Co. accounted for 17%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Tiffany & Co. appeared in three of the five answers and Swarovski in two. Swarovski was mentioned before Tiffany & Co. in every answer that named either.

Among jewellery brands in Australia in September 2026

Who do people search for more?

Swarovski, about 82% more searches than Tiffany & Co.

Swarovski 135K searchesTiffany & Co. 74K searches

Who does AI mention more?

Tiffany & Co., mentioned in 3 of 5 answers, Swarovski in 2

Tiffany & Co. in 3 of 5Swarovski in 2 of 5

Who does AI recommend more?

Swarovski, named ahead of Tiffany & Co. in 2 of 2 answers

Swarovski first in 2Tiffany & Co. never first

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tiffany & Co. was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Swarovski was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Swarovski was listed before Tiffany & Co. in every answer that named either.

Most recommended by AI

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

  1. By Charlotte1st
  2. Temple of the Sun2nd
  3. Sarah & Sebastian3rd
  4. Mejuri4th
  5. Cushla Whiting5th
  6. Swarovski6th
  7. Pandora7th
  8. Arms of Eve8th
  9. Tiffany & Co.9th
  10. Natasha Schweitzer–
  11. +2 more

Mentioned by AI

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

  • Tiffany & Co.3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • By Charlotte3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Temple of the Sun3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swarovski2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Arms of Eve2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sarah & Sebastian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mejuri2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cushla Whiting2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pandora1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Natasha Schweitzer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about jewellery 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.

Is Swarovski or Tiffany & Co. more popular in search?

This chart shows how often people search Google for Swarovski and Tiffany & Co. by name. Each line represents a brand's share of searches for all 12 jewellery brands we track, month by month, from searches in Australia.

Swarovski and Tiffany & Co. among jewellery brands in Australia, by month

Share of searches by month for Swarovski, Tiffany & Co.. The figures are in the table below the chart.

View monthly share of searches table
MonthSwarovskiTiffany & Co.By CharlotteArms of EveSarah & SebastianPandoraMejuriNatasha SchweitzerTemple of the SunLucy FolkThomas SaboCushla Whiting
Oct 202533.6%15.1%12.3%8.3%10.1%8.8%4.5%1.7%2%2%1.3%0.33%
Nov 202533%12.1%14.7%12.1%8.1%8.6%5.4%1.3%1.6%1.3%1.3%0.25%
Dec 202537.6%13.7%11.3%9.2%9.2%9.4%3.4%1.2%1.8%1.5%1.2%0.2%
Jan 202633.8%15.2%12.4%8.3%12.4%7.2%3.7%1.7%2%1.7%1.4%0.33%
Feb 202636.3%16.3%10.9%7.3%10.9%7.7%4%1.5%1.8%1.8%1.2%0.35%
Mar 202630.9%17%13.9%9.3%11.3%6.6%4.1%1.9%1.9%1.5%1.2%0.37%
Apr 202630.4%16.7%13.6%9.1%11.1%7.6%5%1.8%1.8%1.5%0.99%0.36%
May 202635.1%15.7%12.9%7%10.5%7.9%4.7%1.7%1.7%1.4%0.94%0.34%
Jun 202635.6%16%13.1%8.7%8.7%7.6%3.9%1.4%2.1%1.4%0.95%0.35%
Jul 202632.4%17.7%11.9%7.9%9.7%8.4%5.3%1.9%1.9%1.1%1.3%0.38%
Aug 202629.6%16.2%13.2%8.9%10.8%9%5.9%1.8%1.8%1.2%1.2%0.42%
Sep 202631.1%17%13.9%9.3%9.3%8.5%4.2%1.9%1.9%1.2%1.2%0.37%

How has the Swarovski and Tiffany & Co. comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Swarovski gained share of searches among jewellery brands in Australia, from 29.6% to 31.1%.

  2. In September 2026, Tiffany & Co. gained share of searches among jewellery brands in Australia, from 16.2% to 17%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Swarovski’s and Tiffany & Co.’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Swarovski

1 branded search term

  • swarovski

Tiffany & Co.

1 branded search term

  • tiffany and co

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

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