Longines vs Rolex:Which is more popular?
In September 2026, Rolex had more branded searches than Longines among watch brands in Australia. Rolex had about 74,000 branded searches, while Longines had 22,200. Rolex made up 24% of all watch brand searches we track, and Longines accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about watch brands, Longines appeared in three of the five answers and Rolex in one. Longines was mentioned before Rolex in every answer that named either.
Who do people search for more?
Rolex, about 3 searches for every 1 for Longines
Who does AI mention more?
Longines, mentioned in 3 of 5 answers, Rolex in 1
Who does AI recommend more?
Longines, named ahead of Rolex in 3 of 3 answers
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Top watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Longines was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Longines was listed before Rolex in every answer that named either.
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 Longines or Rolex more popular in search?
This chart shows how often people search Google for Longines 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, Longines. 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 Longines and Rolex comparison changed over the last 12 months?
3 findings
- Rolex was ahead of Longines in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Longines’ share of searches among watch brands in Australia moved from 4.9% to 7.2%, and its estimated monthly branded searches moved from 14.8K to 22.2K.
- 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, Longines 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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Longines’ 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.
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