Brandwave

Deus Ex Machina vs Roxy:Which is more popular?

In September 2026, Roxy had more branded searches than Deus Ex Machina among surf brands in Australia. Roxy had about 27,100 branded searches, while Deus Ex Machina had 14,800. Roxy made up 10.1% of all surf brand searches we track, and Deus Ex Machina accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about surf brands, Deus Ex Machina and Roxy each appeared in one of the five answers.

Among surf brands in Australia in September 2026

Who do people search for more?

Roxy, about 83% more searches than Deus Ex Machina

Roxy 27.1K searchesDeus Ex Machina 14.8K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Deus Ex Machina in 1 of 5Roxy in 1 of 5

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Deus Ex Machina and Roxy were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Most recommended by AI

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

  1. Rip Curl1st
  2. Billabong2nd
  3. Quiksilver3rd
  4. Rhythm4th
  5. Volcom5th
  6. Ocean & Earth6th
  7. Vissla7th
  8. O'Neill8th
  9. +2 more
  10. Deus Ex Machina11th
  11. Roxy12th
  12. +3 more

Mentioned by AI

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

  • Billabong5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quiksilver4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ocean & Earth3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rhythm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rusty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Roxy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Deus Ex Machina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about surf 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 Deus Ex Machina or Roxy more popular in search?

This chart shows how often people search Google for Deus Ex Machina and Roxy by name. Each line represents a brand's share of searches for all 15 surf brands we track, month by month, from searches in Australia.

Deus Ex Machina and Roxy among surf brands in Australia, by month

Share of searches by month for Roxy, Deus Ex Machina. The figures are in the table below the chart.

View monthly share of searches table
MonthBillabongRip CurlAfendsRoxyDeus Ex MachinaVolcomRhythmMamboO'NeillQuiksilverRustyOcean & EarthSalty CrewVisslaThe Critical Slide Society
Oct 202523.4%28.6%15.7%8.6%5.7%3.8%3.1%2.1%1.7%2.6%1.1%1.1%1.1%0.62%0.62%
Nov 202521.9%26.6%21.9%8%4.4%4.4%2.4%1.3%1.6%2.9%1.6%0.87%1.1%0.58%0.58%
Dec 202524.4%29.7%13.3%7.3%4.9%3.3%2.7%4.9%1.5%2.7%1.8%1.2%1.2%0.65%0.65%
Jan 202624.2%29.6%16.2%7.3%4.8%3.2%3.2%2.2%1.8%2.2%1.4%1.4%0.95%0.79%0.62%
Feb 202623.7%23.7%19.4%7.1%5.8%3.9%3.9%3.2%2.1%2.6%1.4%1.1%0.91%0.62%0.62%
Mar 202620.7%25.3%20.7%6.2%7.6%3.4%3.4%2.8%2.3%2.8%1.8%1%1%0.67%0.54%
Apr 202621.7%26.6%17.8%6.5%6.5%3.6%3.6%2.9%2.4%2.9%1.9%1.3%1.1%0.83%0.57%
May 202624%24%16%7.2%7.2%3.9%3.9%3.2%2.6%2.6%1.7%1.2%1.2%0.77%0.63%
Jun 202621.1%21.1%25.8%7.7%5.2%4.2%3.5%2.3%2.3%2.3%1.5%1%0.81%0.56%0.43%
Jul 202624.5%24.5%16.4%9%6%4%3.3%2.7%2.2%2.7%1.4%1.2%0.94%0.64%0.5%
Aug 202623.9%23.9%16%8.7%7.1%3.9%3.9%2.6%2.1%2.6%1.4%1.2%1.2%0.77%0.63%
Sep 202627.6%22.6%18.5%10.1%5.5%3%2.5%2%2%2%1.3%0.9%0.9%0.6%0.48%

How has the Deus Ex Machina and Roxy comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Deus Ex Machina took it in March 2026, Roxy took it in June 2026.
  • Across the 12 months ending September 2026, Deus Ex Machina’s share of searches among surf brands in Australia moved from 5.7% to 5.5%, and its estimated monthly branded searches held steady at 14.8K.
  • Across the 12 months ending September 2026, Roxy’s share of searches among surf brands in Australia moved from 8.6% to 10.1%, and its estimated monthly branded searches moved from 22.2K to 27.1K.

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

2 changes

  1. In September 2026, Roxy gained share of searches among surf brands in Australia, from 8.7% to 10.1%.

  2. In September 2026, Deus Ex Machina lost share of searches among surf brands in Australia, from 7.1% to 5.5%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Deus Ex Machina’s and Roxy’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.

Deus Ex Machina

1 branded search term

  • deus ex machina

Roxy

1 branded search term

  • roxy

How the Brand Demand Index is measured

Other head-to-heads among surf brands

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