Brandwave

How popular isGarmin?

In September 2026, people searched for Garmin by name about 4.4 million times worldwide, a 19.3% increase from the previous year. These searches made up 69.3% of all global rangefinder searches, placing Garmin first out of seven rangefinders. When we asked both ChatGPT and Google AI Overviews about rangefinders, Garmin appeared in three of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Garmin is the most searched of 7 competitors and the fourth most recommended in AI answers.

  1. GarminShare of searches 69.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. NikonShare of searches 14.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. Sig SauerShare of searches 11.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  4. VortexShare of searches 2.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. BushnellShare of searches 2.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top rangefinders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Garmin was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Garmin is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Bushnell1st
  2. Vortex2nd
  3. Nikon3rd
  4. Garmin4th
  5. Leupold5th
  6. Sig Sauer6th
  7. Hawke–

Mentioned by AI

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

  • Bushnell5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nikon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vortex4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Garmin3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Leupold2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sig Sauer1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hawke0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rangefinders

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which rangefinders compete with Garmin?

Garmin against rangefinders worldwide, by month

Share of searches by month for Garmin, Nikon, Sig Sauer, Vortex, Bushnell. The figures are in the table below the chart.

View monthly share of searches table
MonthGarminNikonSig SauerVortexBushnellHawkeLeupold
Oct 202565.6%17%10.8%3.5%2.8%0.19%0.17%
Nov 202566.9%15.4%11%3.4%3%0.16%0.17%
Dec 202566%16.2%10.8%3.4%3.3%0.16%0.12%
Jan 202666.7%15.1%13.4%2.5%2.2%0.16%0.08%
Feb 202667%17.1%11%2.5%2.2%0.16%0.08%
Mar 202668.9%15.3%11.3%2.1%2.1%0.14%0.09%
Apr 202668.8%15.5%11.3%1.8%2.4%0.14%0.09%
May 202670%15.6%9.4%2.2%2.5%0.14%0.09%
Jun 202670.8%14%9.5%2.7%2.7%0.11%0.09%
Jul 202671.2%14.1%9.6%2.3%2.5%0.14%0.09%
Aug 202673.9%13.5%8.1%2.2%2.2%0.12%0.11%
Sep 202669.3%14.5%11.4%2.5%2.1%0.14%0.12%

  1. 1.Garmin

    69.3%

    Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share -4.5 points.

  2. 2.Nikon

    14.5%

    Held 2nd. 701K estimated branded searches, -6% vs prior month. Share +1 points.

  3. 3.Sig Sauer

    11.4%

    Held 3rd. 550K estimated branded searches, +22.2% vs prior month. Share +3.3 points.

  4. 4.Vortex

    2.5%

    Moved from 5th to 4th. 119K estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Bushnell

    2.1%

    Moved from 4th to 5th. 99.1K estimated branded searches, -17.3% vs prior month. Share -0.1 points.

  6. 6.Hawke

    0.14%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Leupold

    0.12%

    Held 7th. 6K estimated branded searches, -2.1% vs prior month. Share 0 points.

Compare popularity between Garmin and its closest rivals

Every comparison with Garmin

74 comparisons

How has branded search demand for Garmin changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Garmin worldwide rose from 3.7M to 4.4M.
  • Across the 12 months ending September 2026, Garmin’s share of searches among rangefinders worldwide increased from 65.6% to 69.3%.
  • Across the 12 months ending September 2026, Garmin’s share of searches among rangefinders worldwide peaked at 73.9% in August 2026 and was lowest at 65.6% in October 2025.

How did search popularity change for rangefinders worldwide in September 2026?

6 changes

  1. In September 2026, Sig Sauer gained share of searches among rangefinders worldwide, from 8.1% to 11.4%.

  2. In September 2026, Nikon gained share of searches among rangefinders worldwide, from 13.5% to 14.5%.

  3. In September 2026, Garmin lost share of searches among rangefinders worldwide, from 73.9% to 69.3%.

  4. Bushnell’s share of searches among rangefinders worldwide has lost ground for 3 months in a row, from 2.7% to 2.1% in September 2026.

  5. In September 2026, Vortex rose from 5th to 4th among rangefinders worldwide.

  6. Estimated monthly branded searches for Hawke worldwide fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.

How are Garmin’s branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Garmin’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.

  • cycling computer garmin
  • fitness watch garmin
  • garmin
  • garmin alpha
  • garmin approach r10
  • garmin astro
  • garmin dog collar
  • garmin dog gps
  • garmin dog tracker
  • garmin edge
  • garmin fenix
  • garmin forerunner
  • garmin golf app
  • garmin pilot
  • garmin r10
  • garmin smartwatch
  • garmin venu
  • smartwatch garmin

Do you work for Garmin? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Garmin compete?

Garmin is ranked in 19 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fitness tracker brands2nd of 819.7%Show ranking
Fitness watch brands2nd of 727.3%Show ranking
Smartwatch brands2nd of 529.1%Show ranking
Running watches1st of 667.3%Show ranking
Rangefinders1st of 769.3%Shown above
Marine electronics brands1st of 771.1%Show ranking
Heart monitor brands1st of 572.8%Show ranking
Golf rangefinders1st of 680.5%Show ranking
Pet GPS tracker brands1st of 686.8%Show ranking
GPS cycling computer brands1st of 792.9%Show ranking
Dive computer brands1st of 891.3%Show ranking
Marine charts1st of 694.6%Show ranking
Bike computers1st of 697.8%Show ranking
Fish finders1st of 696.4%Show ranking
Depth finder brands1st of 497.5%Show ranking
Aviation software6th of 90.25%Show ranking
Golf launch monitor brands3rd of 1011.3%Show ranking
Golf GPS apps5th of 95.8%Show ranking
GPS collar brands3rd of 428.7%Show ranking
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