Daniel Wellington vs Rolex:Which is more popular?
In September 2026, Rolex had more branded searches than Daniel Wellington among watch brands in Australia. Rolex had about 74,000 branded searches, while Daniel Wellington had 5,400. Rolex made up 24% of all watch brand searches we track, and Daniel Wellington accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about watch brands, Rolex appeared in one of the five answers and Daniel Wellington in none.
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Top watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Rolex was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Daniel Wellington 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
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
See every answer about watch brands
5 answers
Asked ChatGPT
“What's the best watch brand for men in Australia?”
Asked ChatGPT
“Which affordable watch brand is good quality?”
Asked ChatGPT
“Which watch brand makes a good gift?”
Searched Google, AI Overview
“watches”
Searched Google, AI Overview
“mens watches”
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 Daniel Wellington or Rolex more popular in search?
This chart shows how often people search Google for Daniel Wellington and Rolex 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 by month for Rolex, Daniel Wellington. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Daniel Wellington and Rolex comparison changed over the last 12 months?
3 findings
- Rolex was ahead of Daniel Wellington in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Daniel Wellington’s share of searches among watch brands in Australia moved from 2.7% to 1.7%, and its estimated monthly branded searches moved from 8.1K to 5.4K.
- Across the 12 months ending September 2026, Rolex’s share of searches among watch brands in Australia moved from 29.8% to 24%, and its estimated monthly branded searches moved from 90.5K to 74K.
How did search popularity change for Australia watch brands in September 2026?
2 changes
In September 2026, Rolex lost share of searches among watch brands in Australia, from 26.8% to 24%.
Estimated monthly branded searches for Daniel Wellington in Australia fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Daniel Wellington’s and Rolex’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.
Daniel Wellington
1 branded search term
- daniel wellington
Rolex
1 branded search term
- rolex
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