How popular isPatek Philippe?
In September 2026, people searched for Patek Philippe by name about 1.8 million times worldwide, about the same as the previous year. These searches made up 13.3% of all global luxury watch brand searches, placing Patek Philippe third out of eight brands. When we asked both ChatGPT and Google AI Overviews about luxury watch brands, Patek Philippe appeared in four of the five answers and was the fourth most recommended of the eight.
Patek Philippe is the third most searched of 8 competitors and the fourth most recommended in AI answers.
RolexShare of searches 29.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
CartierShare of searches 19.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Patek PhilippeShare of searches 13.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
SeikoShare of searches 13.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
TissotShare of searches 8.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top luxury watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Patek Philippe was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Patek Philippe is the fourth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Rolex1st
Omega2nd- Cartier3rd
- Patek Philippe4th
Audemars Piguet5th- Seiko6th
Citizen7th- Tissot–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rolex5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Cartier5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Omega5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Patek Philippe4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Audemars Piguet4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Seiko3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Citizen1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Tissot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about luxury watch brands
5 answers
Asked ChatGPT
“Which luxury watch brand should I buy?”
Asked ChatGPT
“What are the best luxury watch brands?”
Asked ChatGPT
“What's the best luxury watch brand for everyday wear?”
Searched Google, AI Overview
“luxury watch”
Searched Google, AI Overview
“watch brands”
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 19, 2026.
Which luxury watch brands compete with Patek Philippe?
Share of searches by month for Rolex, Cartier, Patek Philippe, Seiko, Tissot, Audemars Piguet, Omega, Citizen. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rolex | Cartier | Patek Philippe | Seiko | Tissot | Audemars Piguet | Omega | Citizen |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.3% | 23.2% | 12.7% | 12.7% | 8.4% | 6.9% | 4.7% | 3.1% |
| Nov 2025 | 28.5% | 23.3% | 12.7% | 12.7% | 8.5% | 5.7% | 4.7% | 3.8% |
| Dec 2025 | 31.5% | 21.1% | 11.5% | 11.5% | 9.5% | 6.3% | 4.2% | 4.2% |
| Jan 2026 | 28.7% | 23.5% | 12.8% | 12.8% | 8.6% | 5.8% | 4.7% | 3.2% |
| Feb 2026 | 32.3% | 21.7% | 11.9% | 11.9% | 7.9% | 6.5% | 4.3% | 3.6% |
| Mar 2026 | 31% | 20.8% | 11.4% | 13.9% | 9.2% | 6.2% | 4.2% | 3.4% |
| Apr 2026 | 31% | 20.8% | 13.9% | 11.4% | 9.2% | 6.2% | 4.2% | 3.4% |
| May 2026 | 23.8% | 19.5% | 10.7% | 10.7% | 8.7% | 19.5% | 3.9% | 3.2% |
| Jun 2026 | 26% | 21.3% | 11.7% | 14.2% | 9.5% | 7.8% | 5.2% | 4.3% |
| Jul 2026 | 27.1% | 22.2% | 12.1% | 12.1% | 9.9% | 6.7% | 5.4% | 4.5% |
| Aug 2026 | 29.4% | 19.7% | 13.1% | 13.1% | 8.8% | 7.2% | 4.8% | 3.9% |
| Sep 2026 | 29.7% | 19.9% | 13.3% | 13.3% | 8.9% | 6% | 4.9% | 4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 29.7% | 4.1M | 0% | +0.4 points | |
| 2, held 2nd | 19.9% | 2.7M | 0% | +0.3 points | |
| 3, held 3rd | 13.3% | 1.8M | 0% | +0.2 points | |
| 4, held 4th | 13.3% | 1.8M | 0% | +0.2 points | |
| 5, held 5th | 8.9% | 1.2M | 0% | +0.1 points | |
| 6, held 6th | 6% | 823K | -17.7% | -1.2 points | |
| 7, held 7th | 4.9% | 673K | 0% | +0.1 points | |
| 8, held 8th | 4% | 550K | 0% | +0.1 points |
1.
Rolex29.7%
Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.4 points.
2.
Cartier19.9%
Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +0.3 points.
13.3%
Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share +0.2 points.
4.
Seiko13.3%
Held 4th. 1.8M estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Tissot8.9%
Held 5th. 1.2M estimated branded searches, 0% vs prior month. Share +0.1 points.
6%
Held 6th. 823K estimated branded searches, -17.7% vs prior month. Share -1.2 points.
7.
Omega4.9%
Held 7th. 673K estimated branded searches, 0% vs prior month. Share +0.1 points.
8.
Citizen4%
Held 8th. 550K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Patek Philippe and its closest rivals
Every comparison with Patek Philippe
7 comparisons
How has branded search demand for Patek Philippe changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Patek Philippe worldwide held steady at 1.8M.
- Across the 12 months ending September 2026, Patek Philippe’s share of searches among luxury watch brands worldwide increased from 12.7% to 13.3%.
- Across the 12 months ending September 2026, Patek Philippe’s share of searches among luxury watch brands worldwide peaked at 13.9% in April 2026 and was lowest at 10.7% in May 2026.
How did search popularity change for luxury watch brands worldwide in September 2026?
5 changes
In September 2026, Audemars Piguet lost share of searches among luxury watch brands worldwide, from 7.2% to 6%.
Rolex’s share of searches among luxury watch brands worldwide has gained ground for 3 months in a row, from 26% to 29.7% in September 2026.
Patek Philippe’s share of searches among luxury watch brands worldwide has gained ground for 3 months in a row, from 11.7% to 13.3% 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 Cartier worldwide fell 18.2% over 12 measured months, from 3.4M to 2.7M in September 2026.
How are Patek Philippe’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Patek Philippe’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.
- patek philippe
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