Apple Watch vs Oura:Which is more popular?
In September 2026, Apple Watch had more branded searches than Oura among smartwatch and fitness tracker brands in Australia. Apple Watch had about 246,000 branded searches, while Oura had 135,000. Apple Watch made up 40.5% of all smartwatch and fitness tracker brand searches we track, and Oura accounted for 22.2%. When we asked ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, Apple Watch appeared in four of the five answers and Oura in none.
Who do people search for more?
Apple Watch, about 82% more searches than Oura
Who does AI mention more?
Apple Watch, mentioned in 4 of 5 answers, Oura in 0
Who does AI recommend more?
Apple Watch, the only one of the two named
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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple Watch was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Oura did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Garmin1st- Apple Watch2nd
Samsung Galaxy Watch3rd
Fitbit4th
Amazfit5th
Oura–
WHOOP–
COROS–
Huawei–
Polar–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple Watch4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung Galaxy Watch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fitbit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Amazfit1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Oura0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- WHOOP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- COROS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Huawei0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about smartwatch and fitness tracker brands
5 answers
Asked ChatGPT
“What's the best smartwatch in Australia?”
Asked ChatGPT
“Which fitness tracker should I buy?”
Asked ChatGPT
“Which smartwatch is best for running?”
Searched Google, AI Overview
“smartwatch”
Searched Google, AI Overview
“best smartwatch”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Apple Watch or Oura more popular in search?
This chart shows how often people search Google for Apple Watch and Oura by name. Each line represents a brand's share of searches for all ten smartwatch and fitness tracker brands we track, month by month, from searches in Australia.
Share of searches by month for Apple Watch, Oura. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple Watch | Oura | Garmin | Fitbit | Samsung Galaxy Watch | WHOOP | Amazfit | COROS | Huawei | Polar |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 49.9% | 12.3% | 15% | 10% | 7.5% | 2.5% | 1.1% | 0.59% | 0.89% | 0.26% |
| Nov 2025 | 49.8% | 14.9% | 14.9% | 8.2% | 7.5% | 2.5% | 0.89% | 0.39% | 0.73% | 0.26% |
| Dec 2025 | 48.5% | 17.8% | 14.5% | 8% | 6.3% | 2.9% | 0.87% | 0.32% | 0.71% | 0.17% |
| Jan 2026 | 41.7% | 18.6% | 15.3% | 10.2% | 6.6% | 4.6% | 1.4% | 0.49% | 0.75% | 0.27% |
| Feb 2026 | 44.5% | 16.4% | 16.4% | 9% | 7.1% | 4% | 1.2% | 0.53% | 0.8% | 0.22% |
| Mar 2026 | 42.8% | 19.3% | 15.8% | 8.6% | 6.8% | 3.9% | 1.2% | 0.62% | 0.77% | 0.21% |
| Apr 2026 | 41.1% | 22.5% | 15.1% | 8.3% | 6.2% | 3.7% | 1.3% | 0.74% | 0.74% | 0.27% |
| May 2026 | 39% | 21.3% | 14.3% | 11.7% | 6.2% | 4.3% | 1.3% | 0.7% | 0.85% | 0.25% |
| Jun 2026 | 37.6% | 25.2% | 13.8% | 11.3% | 6% | 3.4% | 1.2% | 0.54% | 0.67% | 0.19% |
| Jul 2026 | 37.9% | 25.4% | 13.9% | 9.3% | 7.4% | 3.4% | 1.2% | 0.55% | 0.68% | 0.17% |
| Aug 2026 | 36.7% | 24.6% | 16.4% | 9% | 6.7% | 4% | 0.98% | 0.66% | 0.66% | 0.15% |
| Sep 2026 | 40.5% | 22.2% | 14.9% | 10% | 6.1% | 3.7% | 1.1% | 0.72% | 0.72% | 0.16% |
How has the Apple Watch and Oura comparison changed over the last 12 months?
3 findings
- Apple Watch was ahead of Oura in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among smartwatch and fitness tracker brands in Australia moved from 49.9% to 40.5%, and its estimated monthly branded searches held steady at 246K.
- Across the 12 months ending September 2026, Oura’s share of searches among smartwatch and fitness tracker brands in Australia moved from 12.3% to 22.2%, and its estimated monthly branded searches moved from 60.5K to 135K.
How did search popularity change for Australia smartwatch and fitness tracker brands in September 2026?
2 changes
In September 2026, Apple Watch gained share of searches among smartwatch and fitness tracker brands in Australia, from 36.7% to 40.5%.
In September 2026, Oura lost share of searches among smartwatch and fitness tracker brands in Australia, from 24.6% to 22.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Apple Watch’s and Oura’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.
Apple Watch
1 branded search term
- apple watch
Oura
1 branded search term
- oura ring
Other head-to-heads among smartwatch and fitness tracker brands
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