---
title: "Watch brands in Australia: Which are searched most?"
description: "Compare the watch brands Australians buy. Share of Search among Rolex, Seiko, Casio, TAG Heuer, Omega, Longines, Tissot, Citizen, Fossil, Daniel Wellington and Nixon, the watch brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-watch-brands"
publisher: "Brandwave"
---

# Watch brands in Australia: Which are searched most?

Compare the watch brands Australians buy. Share of Search among Rolex, Seiko, Casio, TAG Heuer, Omega, Longines, Tissot, Citizen, Fossil, Daniel Wellington and Nixon, the watch brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Watch brands
- **Market**: Australia
- **Brands compared**: 11
- **Month measured**: Sep 2026
- **Highest Share of Search**: Rolex, 24%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Seiko | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Citizen | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Casio | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Tissot | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Fossil | 5th | 0 of 3 | 2 of 2 | 2 of 5 |
| Longines | 6th | 2 of 3 | 1 of 2 | 3 of 5 |
| TAG Heuer | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Rolex | 8th | 1 of 3 | 0 of 2 | 1 of 5 |
| Omega | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Daniel Wellington | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Nixon | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about watch brands

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

Not named in any answer: Omega, Daniel Wellington and Nixon.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [Rolex vs Seiko: compare search popularity](/demand/au/compare/rolex-vs-seiko): 24% against 16% Share of Search.
- [Rolex vs Casio: compare search popularity](/demand/au/compare/casio-vs-rolex): 24% against 13.1% Share of Search.
- [Rolex vs TAG Heuer: compare search popularity](/demand/au/compare/rolex-vs-tag-heuer): 24% against 10.7% Share of Search.
- [Rolex vs Omega: compare search popularity](/demand/au/compare/omega-vs-rolex): 24% against 8.8% Share of Search.
- [Seiko vs Casio: compare search popularity](/demand/au/compare/casio-vs-seiko): 16% against 13.1% Share of Search.
- [Seiko vs TAG Heuer: compare search popularity](/demand/au/compare/seiko-vs-tag-heuer): 16% against 10.7% Share of Search.
- [Seiko vs Omega: compare search popularity](/demand/au/compare/omega-vs-seiko): 16% against 8.8% Share of Search.
- [Casio vs TAG Heuer: compare search popularity](/demand/au/compare/casio-vs-tag-heuer): 13.1% against 10.7% Share of Search.
- [Casio vs Omega: compare search popularity](/demand/au/compare/casio-vs-omega): 13.1% against 8.8% Share of Search.
- [TAG Heuer vs Omega: compare search popularity](/demand/au/compare/omega-vs-tag-heuer): 10.7% against 8.8% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Rolex | 24% | 74K | -18.2% | Rolex |
| 2 | Seiko | 16% | 49.5K | -18.2% | Seiko |
| 3 | Casio | 13.1% | 40.5K | 0.0% | Casio |
| 4 | TAG Heuer | 10.7% | 33.1K | 0.0% | LVMH |
| 5 | Omega | 8.8% | 27.1K | 0.0% | Omega |
| 6 | Longines | 7.2% | 22.2K | 0.0% | Longines |
| 7 | Tissot | 7.2% | 22.2K | 0.0% | Tissot |
| 8 | Citizen | 5.9% | 18.1K | 0.0% | Citizen |
| 9 | Fossil | 3.9% | 12.1K | 0.0% | Fossil |
| 10 | Daniel Wellington | 1.7% | 5.4K | -18.2% | Daniel Wellington |
| 11 | Nixon | 1.4% | 4.4K | 0.0% | Nixon |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Rolex | 90.5K | 29.8% | 1 |
| Oct 2025 | Seiko | 40.5K | 13.4% | 2 |
| Oct 2025 | TAG Heuer | 40.5K | 13.4% | 3 |
| Oct 2025 | Casio | 33.1K | 10.9% | 4 |
| Oct 2025 | Omega | 22.2K | 7.3% | 5 |
| Oct 2025 | Tissot | 22.2K | 7.3% | 6 |
| Oct 2025 | Citizen | 14.8K | 4.9% | 7 |
| Oct 2025 | Longines | 14.8K | 4.9% | 8 |
| Oct 2025 | Fossil | 12.1K | 4% | 9 |
| Oct 2025 | Daniel Wellington | 8.1K | 2.7% | 10 |
| Oct 2025 | Nixon | 4.4K | 1.5% | 11 |
| Nov 2025 | Rolex | 90.5K | 25.6% | 1 |
| Nov 2025 | Seiko | 49.5K | 14% | 2 |
| Nov 2025 | Casio | 40.5K | 11.5% | 3 |
| Nov 2025 | TAG Heuer | 40.5K | 11.5% | 4 |
| Nov 2025 | Tissot | 27.1K | 7.7% | 5 |
| Nov 2025 | Daniel Wellington | 22.2K | 6.3% | 6 |
| Nov 2025 | Omega | 22.2K | 6.3% | 7 |
| Nov 2025 | Citizen | 18.1K | 5.1% | 8 |
| Nov 2025 | Fossil | 18.1K | 5.1% | 9 |
| Nov 2025 | Longines | 18.1K | 5.1% | 10 |
| Nov 2025 | Nixon | 6.6K | 1.9% | 11 |
| Dec 2025 | Rolex | 90.5K | 25.1% | 1 |
| Dec 2025 | Casio | 49.5K | 13.7% | 2 |
| Dec 2025 | Seiko | 49.5K | 13.7% | 3 |
| Dec 2025 | TAG Heuer | 40.5K | 11.2% | 4 |
| Dec 2025 | Omega | 27.1K | 7.5% | 5 |
| Dec 2025 | Tissot | 27.1K | 7.5% | 6 |
| Dec 2025 | Citizen | 22.2K | 6.2% | 7 |
| Dec 2025 | Longines | 18.1K | 5% | 8 |
| Dec 2025 | Daniel Wellington | 14.8K | 4.1% | 9 |
| Dec 2025 | Fossil | 14.8K | 4.1% | 10 |
| Dec 2025 | Nixon | 6.6K | 1.8% | 11 |
| Jan 2026 | Rolex | 90.5K | 29.7% | 1 |
| Jan 2026 | Seiko | 40.5K | 13.3% | 2 |
| Jan 2026 | TAG Heuer | 40.5K | 13.3% | 3 |
| Jan 2026 | Casio | 33.1K | 10.9% | 4 |
| Jan 2026 | Omega | 22.2K | 7.3% | 5 |
| Jan 2026 | Tissot | 22.2K | 7.3% | 6 |
| Jan 2026 | Citizen | 18.1K | 5.9% | 7 |
| Jan 2026 | Longines | 14.8K | 4.9% | 8 |
| Jan 2026 | Fossil | 9.9K | 3.3% | 9 |
| Jan 2026 | Daniel Wellington | 8.1K | 2.7% | 10 |
| Jan 2026 | Nixon | 4.4K | 1.4% | 11 |
| Feb 2026 | Rolex | 74K | 28% | 1 |
| Feb 2026 | Seiko | 40.5K | 15.3% | 2 |
| Feb 2026 | Casio | 33.1K | 12.5% | 3 |
| Feb 2026 | TAG Heuer | 33.1K | 12.5% | 4 |
| Feb 2026 | Omega | 18.1K | 6.8% | 5 |
| Feb 2026 | Tissot | 18.1K | 6.8% | 6 |
| Feb 2026 | Citizen | 14.8K | 5.6% | 7 |
| Feb 2026 | Longines | 12.1K | 4.6% | 8 |
| Feb 2026 | Fossil | 9.9K | 3.7% | 9 |
| Feb 2026 | Daniel Wellington | 6.6K | 2.5% | 10 |
| Feb 2026 | Nixon | 4.4K | 1.7% | 11 |
| Mar 2026 | Rolex | 74K | 27% | 1 |
| Mar 2026 | Seiko | 40.5K | 14.8% | 2 |
| Mar 2026 | Casio | 33.1K | 12.1% | 3 |
| Mar 2026 | TAG Heuer | 33.1K | 12.1% | 4 |
| Mar 2026 | Tissot | 22.2K | 8.1% | 5 |
| Mar 2026 | Longines | 18.1K | 6.6% | 6 |
| Mar 2026 | Omega | 18.1K | 6.6% | 7 |
| Mar 2026 | Citizen | 14.8K | 5.4% | 8 |
| Mar 2026 | Daniel Wellington | 8.1K | 3% | 9 |
| Mar 2026 | Fossil | 8.1K | 3% | 10 |
| Mar 2026 | Nixon | 3.6K | 1.3% | 11 |
| Apr 2026 | Rolex | 90.5K | 31.3% | 1 |
| Apr 2026 | Seiko | 40.5K | 14% | 2 |
| Apr 2026 | Casio | 33.1K | 11.5% | 3 |
| Apr 2026 | TAG Heuer | 33.1K | 11.5% | 4 |
| Apr 2026 | Tissot | 22.2K | 7.7% | 5 |
| Apr 2026 | Longines | 18.1K | 6.3% | 6 |
| Apr 2026 | Omega | 18.1K | 6.3% | 7 |
| Apr 2026 | Citizen | 14.8K | 5.1% | 8 |
| Apr 2026 | Fossil | 8.1K | 2.8% | 9 |
| Apr 2026 | Daniel Wellington | 6.6K | 2.3% | 10 |
| Apr 2026 | Nixon | 3.6K | 1.2% | 11 |
| May 2026 | Rolex | 90.5K | 27.8% | 1 |
| May 2026 | Seiko | 49.5K | 15.2% | 2 |
| May 2026 | TAG Heuer | 40.5K | 12.4% | 3 |
| May 2026 | Casio | 33.1K | 10.2% | 4 |
| May 2026 | Tissot | 27.1K | 8.3% | 5 |
| May 2026 | Longines | 22.2K | 6.8% | 6 |
| May 2026 | Omega | 22.2K | 6.8% | 7 |
| May 2026 | Citizen | 18.1K | 5.6% | 8 |
| May 2026 | Fossil | 12.1K | 3.7% | 9 |
| May 2026 | Daniel Wellington | 6.6K | 2% | 10 |
| May 2026 | Nixon | 3.6K | 1.1% | 11 |
| Jun 2026 | Rolex | 74K | 25.3% | 1 |
| Jun 2026 | Seiko | 49.5K | 16.9% | 2 |
| Jun 2026 | Casio | 33.1K | 11.3% | 3 |
| Jun 2026 | TAG Heuer | 33.1K | 11.3% | 4 |
| Jun 2026 | Omega | 22.2K | 7.6% | 5 |
| Jun 2026 | Tissot | 22.2K | 7.6% | 6 |
| Jun 2026 | Citizen | 18.1K | 6.2% | 7 |
| Jun 2026 | Longines | 18.1K | 6.2% | 8 |
| Jun 2026 | Fossil | 12.1K | 4.1% | 9 |
| Jun 2026 | Daniel Wellington | 6.6K | 2.3% | 10 |
| Jun 2026 | Nixon | 3.6K | 1.2% | 11 |
| Jul 2026 | Rolex | 74K | 25.5% | 1 |
| Jul 2026 | Seiko | 49.5K | 17% | 2 |
| Jul 2026 | Casio | 33.1K | 11.4% | 3 |
| Jul 2026 | TAG Heuer | 33.1K | 11.4% | 4 |
| Jul 2026 | Omega | 22.2K | 7.6% | 5 |
| Jul 2026 | Tissot | 22.2K | 7.6% | 6 |
| Jul 2026 | Citizen | 18.1K | 6.2% | 7 |
| Jul 2026 | Longines | 18.1K | 6.2% | 8 |
| Jul 2026 | Fossil | 9.9K | 3.4% | 9 |
| Jul 2026 | Daniel Wellington | 6.6K | 2.3% | 10 |
| Jul 2026 | Nixon | 3.6K | 1.2% | 11 |
| Aug 2026 | Rolex | 90.5K | 26.8% | 1 |
| Aug 2026 | Seiko | 60.5K | 17.9% | 2 |
| Aug 2026 | Casio | 40.5K | 12% | 3 |
| Aug 2026 | TAG Heuer | 33.1K | 9.8% | 4 |
| Aug 2026 | Omega | 27.1K | 8% | 5 |
| Aug 2026 | Longines | 22.2K | 6.6% | 6 |
| Aug 2026 | Tissot | 22.2K | 6.6% | 7 |
| Aug 2026 | Citizen | 18.1K | 5.4% | 8 |
| Aug 2026 | Fossil | 12.1K | 3.6% | 9 |
| Aug 2026 | Daniel Wellington | 6.6K | 2% | 10 |
| Aug 2026 | Nixon | 4.4K | 1.3% | 11 |
| Sep 2026 | Rolex | 74K | 24% | 1 |
| Sep 2026 | Seiko | 49.5K | 16% | 2 |
| Sep 2026 | Casio | 40.5K | 13.1% | 3 |
| Sep 2026 | TAG Heuer | 33.1K | 10.7% | 4 |
| Sep 2026 | Omega | 27.1K | 8.8% | 5 |
| Sep 2026 | Longines | 22.2K | 7.2% | 6 |
| Sep 2026 | Tissot | 22.2K | 7.2% | 7 |
| Sep 2026 | Citizen | 18.1K | 5.9% | 8 |
| Sep 2026 | Fossil | 12.1K | 3.9% | 9 |
| Sep 2026 | Daniel Wellington | 5.4K | 1.7% | 10 |
| Sep 2026 | Nixon | 4.4K | 1.4% | 11 |

## What is being compared

- **Casio**: Measured on the search term “casio watch”.
- **Citizen**: Measured on the search term “citizen watch”.
- **Daniel Wellington**: Measured on the search term “daniel wellington”.
- **Fossil**: Measured on the search term “fossil watch”.
- **Longines**: Measured on the search term “longines”.
- **Nixon**: Measured on the search term “nixon watch”.
- **Omega**: Measured on the search term “omega watch”.
- **Rolex**: Measured on the search term “rolex”.
- **Seiko**: Measured on the search term “seiko watch”.
- **TAG Heuer**: Measured on the search term “tag heuer”.
- **Tissot**: Measured on the search term “tissot”.

- [Casio](/demand/au/brands/casio)
- [Citizen](/demand/au/brands/citizen)
- [Daniel Wellington](/demand/au/brands/daniel-wellington)
- [Fossil](/demand/au/brands/fossil)
- [Longines](/demand/au/brands/longines)
- [Nixon](/demand/au/brands/nixon-watches)
- [Omega](/demand/au/brands/omega)
- [Rolex](/demand/au/brands/rolex)
- [Seiko](/demand/au/brands/seiko)
- [TAG Heuer](/demand/au/brands/tag-heuer)
- [Tissot](/demand/au/brands/tissot)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Watch brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-watch-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-watch-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.