Seiko vs TAG Heuer:Which is more popular?
In September 2026, Seiko had more branded searches than TAG Heuer among watch brands in Australia. Seiko had about 49,500 branded searches, while TAG Heuer had 33,100. Seiko made up 16% of all watch brand searches we track, and TAG Heuer accounted for 10.7%. When we asked ChatGPT and Google AI Overviews about watch brands, Seiko appeared in all five answers and TAG Heuer in one. Seiko was mentioned before TAG Heuer in every answer.
Who do people search for more?
Seiko, about 50% more searches than TAG Heuer
Who does AI mention more?
Seiko, mentioned in every answer we collected
Who does AI recommend more?
Seiko, named ahead of TAG Heuer in every answer
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Top watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Seiko appeared in all five answers. TAG Heuer was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Seiko was listed before TAG Heuer in every answer.
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 Seiko or TAG Heuer more popular in search?
This chart shows how often people search Google for Seiko and TAG Heuer 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 Seiko, TAG Heuer. 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 Seiko and TAG Heuer comparison changed over the last 12 months?
3 findings
- Seiko was ahead of TAG Heuer in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Seiko’s share of searches among watch brands in Australia moved from 13.4% to 16%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
- Across the 12 months ending September 2026, TAG Heuer’s share of searches among watch brands in Australia moved from 13.4% to 10.7%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
How did search popularity change for Australia watch brands in September 2026?
2 changes
In September 2026, TAG Heuer gained share of searches among watch brands in Australia, from 9.8% to 10.7%.
In September 2026, Seiko lost share of searches among watch brands in Australia, from 17.9% to 16%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Seiko’s and TAG Heuer’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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