Brandwave

How popular isMontblanc?

In September 2026, people searched for Montblanc by name about 33,100 times worldwide, about the same as the previous year. These searches made up 1.5% of all global wallet brand searches, placing Montblanc sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about wallet brands, Montblanc appeared in three of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

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

  1. FossilShare of searches 38.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. RidgeShare of searches 27.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. SecridShare of searches 14.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. BellroyShare of searches 9.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. MontblancShare of searches 1.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top wallet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Montblanc was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Montblanc 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. Bellroy1st
  2. Ridge2nd
  3. Secrid3rd
  4. Montblanc4th
  5. Fossil5th
  6. Bottega Veneta6th
  7. Herschel–

Mentioned by AI

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

  • Ridge5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bellroy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Secrid3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Montblanc3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fossil2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bottega Veneta2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wallet brands

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 wallet brands compete with Montblanc?

Montblanc against wallet brands worldwide, by month

Share of searches by month for Fossil, Ridge, Secrid, Bellroy, Herschel, Montblanc. The figures are in the table below the chart.

View monthly share of searches table
MonthFossilRidgeSecridBellroyHerschelMontblancBottega Veneta
Oct 202541.4%26.9%12.9%9.9%6.6%1.6%0.73%
Nov 202535.2%33.4%15.7%8.4%5.7%1.1%0.51%
Dec 202534%37%13.5%8.1%5.4%1.3%0.73%
Jan 202643.6%25.7%13.1%8.6%7%1.4%0.63%
Feb 202643.2%28.2%11.1%8.5%7%1.4%0.62%
Mar 202639%31.1%11.7%9.4%6.3%1.5%1%
Apr 202641.5%27.1%12.4%10%6.7%1.3%0.9%
May 202639.6%31.6%10.7%9.5%6.4%1.6%0.7%
Jun 202634.7%30.9%15.4%10.1%6.8%1.4%0.74%
Jul 202636.5%29%12.7%10.7%8.8%1.4%0.96%
Aug 202636.1%28.7%11.8%10.6%10.6%1.4%0.78%
Sep 202638.8%27.9%14.2%9.3%7.6%1.5%0.69%

  1. 1.Fossil

    38.8%

    Held 1st. 838K estimated branded searches, -0.39% vs prior month. Share +2.7 points.

  2. 2.Ridge

    27.9%

    Held 2nd. 602K estimated branded searches, -10% vs prior month. Share -0.9 points.

  3. 3.Secrid

    14.2%

    Held 3rd. 307K estimated branded searches, +11.5% vs prior month. Share +2.4 points.

  4. 4.Bellroy

    9.3%

    Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share -1.3 points.

  5. 5.Herschel

    7.6%

    Held 5th. 165K estimated branded searches, -32.9% vs prior month. Share -2.9 points.

  6. 6.Montblanc

    1.5%

    Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Bottega Veneta

    0.69%

    Held 7th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Montblanc and its closest rivals

Every comparison with Montblanc

6 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Montblanc worldwide held steady at 33.1K.
  • Across the 12 months ending September 2026, Montblanc’s share of searches among wallet brands worldwide held steady, from 1.6% to 1.5%.

How did search popularity change for wallet brands worldwide in September 2026?

5 changes

  1. In September 2026, Fossil gained share of searches among wallet brands worldwide, from 36.1% to 38.8%.

  2. In September 2026, Secrid gained share of searches among wallet brands worldwide, from 11.8% to 14.2%.

  3. In September 2026, Herschel lost share of searches among wallet brands worldwide, from 10.6% to 7.6%.

  4. In September 2026, Bellroy lost share of searches among wallet brands worldwide, from 10.6% to 9.3%.

  5. In September 2026, Ridge lost share of searches among wallet brands worldwide, from 28.7% to 27.9%.

How are Montblanc’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Montblanc’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • montblanc wallet

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How the Brand Demand Index is measured

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