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 36.7% estimated Share of Search among wallet brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which wallet brands compete with Fossil?
Share of Search by month for Fossil, Ridge, Herschel, Secrid, Bellroy. The figures are in the table below the chart.
View monthly share of search table
| Month | Fossil | Ridge | Herschel | Secrid | Bellroy |
|---|---|---|---|---|---|
| Oct 2025 | 39.8% | 25.9% | 11.6% | 12.4% | 10.4% |
| Nov 2025 | 33.9% | 32.2% | 9.8% | 15.2% | 8.9% |
| Dec 2025 | 33% | 35.9% | 9.5% | 13.1% | 8.6% |
| Jan 2026 | 41.8% | 24.6% | 12.1% | 12.5% | 9% |
| Feb 2026 | 41.6% | 27.2% | 11.4% | 10.7% | 9.1% |
| Mar 2026 | 37.7% | 30.1% | 10.9% | 11.3% | 10.1% |
| Apr 2026 | 39.9% | 26.1% | 11.3% | 11.9% | 10.7% |
| May 2026 | 38.1% | 30.4% | 11% | 10.3% | 10.2% |
| Jun 2026 | 32.5% | 28.9% | 13.7% | 14.4% | 10.5% |
| Jul 2026 | 33.1% | 26.4% | 18% | 11.5% | 11% |
| Aug 2026 | 32.3% | 25.7% | 20.9% | 10.6% | 10.5% |
| Sep 2026 | 36.7% | 26.4% | 13.6% | 13.4% | 9.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 36.7% | 838K | -0.39% | +4.4 points | |
| 2, held 2nd | 26.4% | 602K | -10% | +0.7 points | |
| 3, held 3rd | 13.6% | 310K | -43% | -7.3 points | |
| 4, held 4th | 13.4% | 307K | +11.5% | +2.9 points | |
| 5, held 5th | 9.8% | 224K | -18.3% | -0.7 points |
1.
Fossil
36.7%
Held 1st. 838K estimated branded searches, -0.39% vs prior month. Share +4.4 points.
2.
Ridge26.4%
Held 2nd. 602K estimated branded searches, -10% vs prior month. Share +0.7 points.
3.
Herschel13.6%
Held 3rd. 310K estimated branded searches, -43% vs prior month. Share -7.3 points.
4.
Secrid13.4%
Held 4th. 307K estimated branded searches, +11.5% vs prior month. Share +2.9 points.
5.
Bellroy9.8%
Held 5th. 224K estimated branded searches, -18.3% vs prior month. Share -0.7 points.
Compare search popularity between Fossil and its closest rivals
How has branded search demand for Fossil changed worldwide over the last 12 months?
3 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 wallet brands worldwide decreased from 39.8% to 36.7%.
- Across the 12 months ending September 2026, Fossil’s estimated Share of Search among wallet brands worldwide peaked at 41.8% in January 2026 and was lowest at 32.3% in August 2026.
How did search popularity change for wallet brands worldwide in September 2026?
5 changes
In September 2026, Fossil gained estimated Share of Search among wallet brands worldwide, from 32.3% to 36.7%.
In September 2026, Secrid gained estimated Share of Search among wallet brands worldwide, from 10.6% to 13.4%.
In September 2026, Ridge gained estimated Share of Search among wallet brands worldwide, from 25.7% to 26.4%.
In September 2026, Herschel lost estimated Share of Search among wallet brands worldwide, from 20.9% to 13.6%.
In September 2026, Bellroy lost estimated Share of Search among wallet brands worldwide, from 10.5% to 9.8%.
Where does Fossil compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Watch brands | 6th of 8 | 5.4% | Show ranking |
| Wallet brands | 1st of 5 | 36.7% | Shown above |
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?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.