Brandwave

How popular isVictorinox in search?

In August 2026, there were an estimated 455K branded searches for Victorinox worldwide which is down 18% over the last 11 months. Victorinox holds 45.5% estimated Share of Search among multitool brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Victorinox45.5%
  2. Leatherman36.8%
  3. SOG11%
  4. Gerber4.9%
  5. Nextool1.8%
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Which multitool brands compete with Victorinox?

Victorinox against multitool brands worldwide, by month

Share of Search by month for Victorinox, Leatherman, SOG, Gerber. The figures are in the table below the chart.

View monthly share of search table
MonthVictorinoxLeathermanSOGGerberNextool
Oct 202546.6%37.8%9.2%4.2%2.3%
Nov 202543%42.5%8.5%4.7%1.4%
Dec 202547.4%38.3%7.7%5.2%1.5%
Jan 202644.4%35.9%13.2%4.8%1.8%
Feb 202644.4%35.9%13.1%4.8%1.8%
Mar 202645.6%36.9%11%5%1.5%
Apr 202640.5%40.1%12%5.4%2%
May 202645.4%36.8%11%5%1.8%
Jun 202645.6%36.9%11%5%1.5%
Jul 202645.4%36.8%11%4.9%1.8%
Aug 202645.5%36.8%11%4.9%1.8%
Sep 2026—————

  1. 1.Victorinox

    45.5%

    Held 1st. 455K estimated branded searches, +0.2% vs prior month. Share +0.1 points.

  2. 2.Leatherman

    36.8%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.SOG

    11%

    Held 3rd. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Gerber

    4.9%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Nextool

    1.8%

    Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Victorinox and its closest rivals

Every comparison with Victorinox

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Victorinox worldwide fell from 555K to 455K.
  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among multitool brands worldwide decreased from 46.6% to 45.5%.
  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among multitool brands worldwide peaked at 47.4% in December 2025 and was lowest at 40.5% in April 2026.

How did search popularity change for multitool brands worldwide in August 2026?

  1. Estimated monthly branded searches for Nextool worldwide fell 33.2% over 11 measured months, from 27.1K to 18.1K in August 2026.

  2. Estimated monthly branded searches for Leatherman worldwide fell 18.2% over 11 measured months, from 450K to 368K in August 2026.

  3. Estimated monthly branded searches for Victorinox worldwide fell 18% over 11 measured months, from 555K to 455K in August 2026.

Where does Victorinox compete?

Victorinox is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Cutlery brands2nd of 624.5%Show ranking
Pocket knife brands1st of 541.5%Show ranking
Multitool brands1st of 545.5%Shown above
Kitchen knife brands1st of 559.5%Show ranking

How is Victorinox measured?

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

3 branded search terms

  • kitchen knives victorinox
  • victorinox
  • victorinox com

Do you work for Victorinox? 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

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