Brandwave

American Tourister vs Rimowa:Which is more popular?

In September 2026, Rimowa had more branded searches than American Tourister among luggage brands in Australia. Rimowa had about 22,200 branded searches, while American Tourister had 6,600. Rimowa made up 22.6% of all luggage brand searches we track, and American Tourister accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about luggage brands, American Tourister appeared in four of the five answers and Rimowa in two. American Tourister was mentioned before Rimowa in every answer that named either.

Among luggage brands in Australia in September 2026

Who do people search for more?

Rimowa, about 3 searches for every 1 for American Tourister

Rimowa 22.2K searchesAmerican Tourister 6.6K searches

Who does AI mention more?

American Tourister, mentioned in 4 of 5 answers, Rimowa in 2

American Tourister in 4 of 5Rimowa in 2 of 5

Who does AI recommend more?

American Tourister, named ahead of Rimowa in 4 of 4 answers

American Tourister first in 4Rimowa never first

Follow American Tourister vs Rimowa and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, American Tourister was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Rimowa was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. American Tourister was listed before Rimowa in every answer that named either.

Most recommended by AI

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

  1. Samsonite1st
  2. Antler2nd
  3. American Tourister3rd
  4. July4th
  5. Rimowa5th
  6. Briggs & Riley6th
  7. Tosca–
  8. Tumi–
  9. Delsey–
  10. Away–
  11. +3 more

Mentioned by AI

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

  • Samsonite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Antler5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • American Tourister4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • July3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rimowa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Briggs & Riley1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tosca0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tumi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Delsey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Away0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about luggage 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 American Tourister or Rimowa more popular in search?

This chart shows how often people search Google for American Tourister and Rimowa by name. Each line represents a brand's share of searches for all 13 luggage brands we track, month by month, from searches in Australia.

American Tourister and Rimowa among luggage brands in Australia, by month

Share of searches by month for Rimowa, American Tourister. The figures are in the table below the chart.

View monthly share of searches table
MonthJulyRimowaSamsoniteAntlerAmerican TouristerToscaTumiBriggs & RileyDelseyAwayBÉISMonosCalpak
Oct 202525.5%25.5%17%11.4%7.6%2.7%4.1%1.2%1.5%0.94%0.68%1.2%0.45%
Nov 202524.6%20.1%20.1%13.5%9%2.2%4%1.5%1.5%1.5%0.79%1.2%0.36%
Dec 202522%22%22%12%8%2.9%4.4%1.5%1.5%1.1%0.81%1.1%0.48%
Jan 202620%24.4%20%13.3%8.9%2.6%4%1.7%1.4%0.9%0.9%1.2%0.65%
Feb 202632.3%21.7%14.4%11.8%6.4%2.8%4.3%1.3%1.6%0.98%0.7%0.98%0.7%
Mar 202627%22.1%18%12.1%6.6%2.9%4.4%1.6%1.3%1.3%0.88%1.3%0.59%
Apr 202624.4%24.4%16.3%13.3%7.3%3.2%4%1.8%1.4%1.1%1.1%1.1%0.65%
May 202625%25%16.7%13.7%6.1%2.7%4.1%1.5%1.5%1.2%0.81%1.2%0.66%
Jun 202624.2%19.8%19.8%13.2%8.8%3.2%3.9%1.7%1.4%1.2%0.89%1.4%0.53%
Jul 202626.5%21.7%14.5%14.5%6.4%3.5%4.3%1.9%1.3%2.3%1.3%1.3%0.7%
Aug 202625.3%20.7%16.9%13.8%7.6%3.4%4.1%1.8%1.8%1.2%1.8%0.93%0.67%
Sep 202622.6%22.6%18.4%15.1%6.7%3.7%3.7%1.6%1.6%1.3%1%0.9%0.73%

How has the American Tourister and Rimowa comparison changed over the last 12 months?

3 findings
  • Rimowa was ahead of American Tourister in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, American Tourister’s share of searches among luggage brands in Australia moved from 7.6% to 6.7%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
  • Across the 12 months ending September 2026, Rimowa’s share of searches among luggage brands in Australia moved from 25.5% to 22.6%, and its estimated monthly branded searches moved from 27.1K to 22.2K.

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

2 changes

  1. In September 2026, Rimowa gained share of searches among luggage brands in Australia, from 20.7% to 22.6%.

  2. In September 2026, American Tourister lost share of searches among luggage brands in Australia, from 7.6% to 6.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using American Tourister’s and Rimowa’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.

American Tourister

1 branded search term

  • american tourister

Rimowa

1 branded search term

  • rimowa

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free