How popular isFossil in search?
In September 2026, there were an estimated 838K branded searches for Fossil worldwide which held steady over the last 12 months. Fossil holds 5.3% estimated Share of Search among watch brands worldwide and is ranked 6th of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Where does Fossil compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Watch brands | 6th of 8 | 5.3% | Shown below |
| Wallet brands | 1st of 5 | 39.7% | Show ranking |
Which watch brands compete with Fossil?
Share of Search by month for Casio, Rolex, Seiko, Tissot, TAG Heuer, Fossil, Omega, Citizen. The figures are in the table below the chart.
View monthly share of search table
| Month | Casio | Rolex | Seiko | Tissot | TAG Heuer | Fossil | Omega | Citizen |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.2% | 27.7% | 12.4% | 8.3% | 8.3% | 5.6% | 4.6% | 3% |
| Nov 2025 | 33.5% | 25.7% | 11.5% | 7.7% | 7.7% | 6.3% | 4.2% | 3.5% |
| Dec 2025 | 28.4% | 30.1% | 11% | 9% | 7.3% | 6% | 4.1% | 4.1% |
| Jan 2026 | 27.9% | 28.8% | 12.9% | 8.6% | 7% | 7% | 4.7% | 3.2% |
| Feb 2026 | 28.8% | 31.5% | 11.6% | 7.7% | 6.3% | 6.3% | 4.2% | 3.5% |
| Mar 2026 | 28.7% | 29.3% | 13.1% | 8.7% | 7.2% | 5.9% | 3.9% | 3.2% |
| Apr 2026 | 29.4% | 30% | 11% | 8.9% | 7.3% | 6% | 4% | 3.3% |
| May 2026 | 27.6% | 27.7% | 12.4% | 10.2% | 8.3% | 5.6% | 4.6% | 3.7% |
| Jun 2026 | 32.2% | 24.4% | 13.4% | 8.9% | 7.3% | 4.9% | 4.9% | 4% |
| Jul 2026 | 33% | 25% | 11.2% | 9.1% | 7.5% | 5% | 5% | 4.1% |
| Aug 2026 | 34.6% | 26.3% | 11.8% | 7.8% | 6.4% | 5.3% | 4.3% | 3.5% |
| Sep 2026 | 34.2% | 26.4% | 11.8% | 7.9% | 6.5% | 5.3% | 4.3% | 3.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.2% | 5.3M | -1.5% | -0.3 points | |
| 2, held 2nd | 26.4% | 4.1M | 0% | +0.1 points | |
| 3, held 3rd | 11.8% | 1.8M | 0% | +0.1 points | |
| 4, held 4th | 7.9% | 1.2M | 0% | 0 points | |
| 5, held 5th | 6.5% | 1M | 0% | 0 points | |
| 6, held 6th | 5.3% | 823K | 0% | 0 points | |
| 7, held 7th | 4.3% | 673K | 0% | 0 points | |
| 8, held 8th | 3.6% | 550K | 0% | 0 points |
1.
Casio34.2%
Held 1st. 5.3M estimated branded searches, -1.5% vs prior month. Share -0.3 points.
2.
Rolex
26.4%
Held 2nd. 4.1M estimated branded searches, 0% vs prior month. Share +0.1 points.
3.
Seiko
11.8%
Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share +0.1 points.
4.
Tissot
7.9%
Held 4th. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.
6.5%
Held 5th. 1M estimated branded searches, 0% vs prior month. Share 0 points.
6.
Fossil
5.3%
Held 6th. 823K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Omega4.3%
Held 7th. 673K estimated branded searches, 0% vs prior month. Share 0 points.
8.
Citizen
3.6%
Held 8th. 550K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Fossil and its closest rivals
How has branded search demand for Fossil changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Fossil worldwide held steady, from 841K to 838K.
- Across the 12 months ending September 2026, Fossil’s estimated Share of Search among watch brands worldwide peaked at 7% in January 2026 and was lowest at 4.9% in June 2026.
How did search popularity change for watch brands worldwide in September 2026?
4 changes
Rolex’s estimated Share of Search among watch brands worldwide has gained ground for 3 months in a row, from 24.4% to 26.4% in September 2026.
Estimated monthly branded searches for Citizen worldwide rose 22.2% over 12 measured months, from 450K to 550K in September 2026.
Estimated monthly branded searches for Casio worldwide rose 18.9% over 12 measured months, from 4.5M to 5.3M in September 2026.
Estimated monthly branded searches for TAG Heuer worldwide fell 18% over 12 measured months, from 1.2M to 1M in September 2026.
How is Fossil measured?
Brandwave collects information about searches that people make online using Fossil’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
2 branded search terms
- fossil
- fossil wallet
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Is Fossil your brand?
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