Watch brands in Australia:Which are most popular?

Name: Watch brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Rolex was the most searched watch brand in Australia, accounting for 24% of all searches among the 11 brands we track. When we checked with ChatGPT and Google AI Overviews, Seiko, Casio and Citizen showed up in every answer. Seiko was recommended most often, coming first in two out of five responses.

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Top watch brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Seiko, Casio and Citizen appeared every time. Seiko was recommended most often, coming first in two out of five answers. Citizen was second, and Casio was third. Omega, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Seiko	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Casio	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Citizen	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Longines	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Tissot	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Fossil	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Rolex	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
TAG Heuer	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Omega	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Daniel Wellington	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Nixon	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Nixon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about watch brands

5 answers

Asked ChatGPT
“What's the best watch brand for men in Australia?”
1. 1Seiko
2. 2Tissot
3. 3Citizen
4. 4Casio
5. 5Longines
6. 6Rolex
Asked ChatGPT
“Which affordable watch brand is good quality?”
1. 1Casio
2. 2Citizen
3. 3Seiko
Asked ChatGPT
“Which watch brand makes a good gift?”
1. 1Seiko
2. 2Tissot
3. 3Citizen
4. 4Casio
5. 5Longines
Searched Google, AI Overview
“watches”
1. 1Casio
2. 2Seiko
3. 3Fossil
4. 4Citizen
5. 5Tissot
6. 6TAG Heuer
7. 7Longines
Searched Google, AI Overview
“mens watches”
1. 1Citizen
2. 2Fossil
3. 3Seiko
4. 4Casio

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 do people search for most?

This chart shows how often people search Google for each watch brand by name. Each line represents a brand's share of searches for all 11 watch brands we track, month by month, from searches in Australia.

Share of searches among watch brands in Australia, by month

Month	Rolex	Seiko	Casio	TAG Heuer	Omega	Longines	Tissot	Citizen	Fossil	Daniel Wellington	Nixon
Oct 2025	29.8%	13.4%	10.9%	13.4%	7.3%	4.9%	7.3%	4.9%	4%	2.7%	1.5%
Nov 2025	25.6%	14%	11.5%	11.5%	6.3%	5.1%	7.7%	5.1%	5.1%	6.3%	1.9%
Dec 2025	25.1%	13.7%	13.7%	11.2%	7.5%	5%	7.5%	6.2%	4.1%	4.1%	1.8%
Jan 2026	29.7%	13.3%	10.9%	13.3%	7.3%	4.9%	7.3%	5.9%	3.3%	2.7%	1.4%
Feb 2026	28%	15.3%	12.5%	12.5%	6.8%	4.6%	6.8%	5.6%	3.7%	2.5%	1.7%
Mar 2026	27%	14.8%	12.1%	12.1%	6.6%	6.6%	8.1%	5.4%	3%	3%	1.3%
Apr 2026	31.3%	14%	11.5%	11.5%	6.3%	6.3%	7.7%	5.1%	2.8%	2.3%	1.2%
May 2026	27.8%	15.2%	10.2%	12.4%	6.8%	6.8%	8.3%	5.6%	3.7%	2%	1.1%
Jun 2026	25.3%	16.9%	11.3%	11.3%	7.6%	6.2%	7.6%	6.2%	4.1%	2.3%	1.2%
Jul 2026	25.5%	17%	11.4%	11.4%	7.6%	6.2%	7.6%	6.2%	3.4%	2.3%	1.2%
Aug 2026	26.8%	17.9%	12%	9.8%	8%	6.6%	6.6%	5.4%	3.6%	2%	1.3%
Sep 2026	24%	16%	13.1%	10.7%	8.8%	7.2%	7.2%	5.9%	3.9%	1.7%	1.4%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Rolex	24%	74K	-18.2%	-2.9 points
2, held 2nd	Seiko	16%	49.5K	-18.2%	-1.9 points
3, held 3rd	Casio	13.1%	40.5K	0%	+1.1 points
4, held 4th	TAG Heuer LVMH	10.7%	33.1K	0%	+0.9 points
5, held 5th	Omega	8.8%	27.1K	0%	+0.7 points
6, held 6th	Longines	7.2%	22.2K	0%	+0.6 points
7, held 7th	Tissot	7.2%	22.2K	0%	+0.6 points
8, held 8th	Citizen	5.9%	18.1K	0%	+0.5 points
9, held 9th	Fossil	3.9%	12.1K	0%	+0.3 points
10, held 10th	Daniel Wellington	1.7%	5.4K	-18.2%	-0.2 points
11, held 11th	Nixon	1.4%	4.4K	0%	+0.1 points

1.Rolex
24%
Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -2.9 points.
2.Seiko
16%
Held 2nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.9 points.
3.Casio
13.1%
Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +1.1 points.
4.TAG Heuer
10.7%
Held 4th. 33.1K estimated branded searches, 0% vs prior month. Share +0.9 points.
5.Omega
8.8%
Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share +0.7 points.
6.Longines
7.2%
Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.
7.Tissot
7.2%
Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.
8.Citizen
5.9%
Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share +0.5 points.
9.Fossil
3.9%
Held 9th. 12.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
10.Daniel Wellington
1.7%
Held 10th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
11.Nixon
1.4%
Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

Which brand is most popular in search among watch brands in Australia?

11 brands

In September 2026, Rolex was the most searched among watch brands in Australia, with an estimated 74K branded searches, 24% of all searches for the 11 we track. Seiko is in 2nd place, 7.9 percentage points behind at 16%.

Australia watch brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Rolex	29.8% → 24%	31.3%Apr 2026	24%Sep 2026	1st
Seiko	13.4% → 16%	17.9%Aug 2026	13.3%Jan 2026	2nd
Casio	10.9% → 13.1%	13.7%Dec 2025	10.2%May 2026	4th → 3rd
TAG Heuer	13.4% → 10.7%	13.4%Oct 2025	9.8%Aug 2026	3rd → 4th
Omega	7.3% → 8.8%	8.8%Sep 2026	6.3%Apr 2026	5th
Longines	4.9% → 7.2%	7.2%Sep 2026	4.6%Feb 2026	8th → 6th
Tissot	7.3% → 7.2%	8.3%May 2026	6.6%Aug 2026	6th → 7th
Citizen	4.9% → 5.9%	6.2%Jul 2026	4.9%Oct 2025	7th → 8th
Fossil	4% → 3.9%	5.1%Nov 2025	2.8%Apr 2026	9th
Daniel Wellington	2.7% → 1.7%	6.3%Nov 2025	1.7%Sep 2026	10th
Nixon	1.5% → 1.4%	1.9%Nov 2025	1.1%May 2026	11th

Each finding as a sentence

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, Seiko’s share of searches among watch brands in Australia increased from 13.4% to 16%.
Across the 12 months ending September 2026, Casio’s share of searches among watch brands in Australia increased from 10.9% to 13.1%.
Across the 12 months ending September 2026, TAG Heuer’s share of searches among watch brands in Australia decreased from 13.4% to 10.7%.
Across the 12 months ending September 2026, Omega’s share of searches among watch brands in Australia increased from 7.3% to 8.8%.
Across the 12 months ending September 2026, Longines’ share of searches among watch brands in Australia increased from 4.9% to 7.2%.
Across the 12 months ending September 2026, Citizen’s share of searches among watch brands in Australia increased from 4.9% to 5.9%.
Across the 12 months ending September 2026, Daniel Wellington’s share of searches among watch brands in Australia decreased from 2.7% to 1.7%.
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.
Across the 12 months ending September 2026, Seiko’s share of searches among watch brands in Australia peaked at 17.9% in August 2026 and was lowest at 13.3% in January 2026.
Across the 12 months ending September 2026, Casio’s share of searches among watch brands in Australia peaked at 13.7% in December 2025 and was lowest at 10.2% in May 2026.
Across the 12 months ending September 2026, TAG Heuer’s share of searches among watch brands in Australia peaked at 13.4% in October 2025 and was lowest at 9.8% in August 2026.
Across the 12 months ending September 2026, Omega’s share of searches among watch brands in Australia peaked at 8.8% in September 2026 and was lowest at 6.3% in April 2026.
Across the 12 months ending September 2026, Longines’ share of searches among watch brands in Australia peaked at 7.2% in September 2026 and was lowest at 4.6% in February 2026.
Across the 12 months ending September 2026, Tissot’s share of searches among watch brands in Australia peaked at 8.3% in May 2026 and was lowest at 6.6% in August 2026.
Across the 12 months ending September 2026, Citizen’s share of searches among watch brands in Australia peaked at 6.2% in July 2026 and was lowest at 4.9% in October 2025.
Across the 12 months ending September 2026, Fossil’s share of searches among watch brands in Australia peaked at 5.1% in November 2025 and was lowest at 2.8% in April 2026.
Across the 12 months ending September 2026, Daniel Wellington’s share of searches among watch brands in Australia peaked at 6.3% in November 2025 and was lowest at 1.7% in September 2026.
Across the 12 months ending September 2026, Casio rose from 4th to 3rd among watch brands in Australia.
Across the 12 months ending September 2026, TAG Heuer fell from 3rd to 4th among watch brands in Australia.
Across the 12 months ending September 2026, Longines rose from 8th to 6th among watch brands in Australia.
Across the 12 months ending September 2026, Tissot fell from 6th to 7th among watch brands in Australia.
Across the 12 months ending September 2026, Citizen fell from 7th to 8th among watch brands in Australia.
Across the 12 months ending September 2026, Fossil and Nixon held steady: their share of searches among watch brands in Australia each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Casio gained share of searches among watch brands in Australia, from 12% to 13.1%.
In September 2026, TAG Heuer gained share of searches among watch brands in Australia, from 9.8% to 10.7%.
In September 2026, Omega gained share of searches among watch brands in Australia, from 8% to 8.8%.
In September 2026, Longines gained share of searches among watch brands in Australia, from 6.6% to 7.2%.
In September 2026, Tissot gained share of searches among watch brands in Australia, from 6.6% to 7.2%.
In September 2026, Rolex lost share of searches among watch brands in Australia, from 26.8% to 24%.
In September 2026, Seiko lost share of searches among watch brands in Australia, from 17.9% to 16%.
Estimated monthly branded searches for Citizen in Australia rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.

How are branded searches counted for watch brands?

11 search terms

Each brand's share of searches among watch brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.