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 41.5% estimated Share of Search among pocket knife 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. Victorinox41.5%
  2. Leatherman33.5%
  3. Benchmade12.3%
  4. Spyderco8.2%
  5. Gerber4.5%
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Which pocket knife brands compete with Victorinox?

Victorinox against pocket knife brands worldwide, by month

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

View monthly share of search table
MonthVictorinoxLeathermanBenchmadeSpydercoGerber
Oct 202541.8%33.8%15.1%5.6%3.7%
Nov 202537%36.6%16.4%6%4%
Dec 202541%33.1%14.8%6.6%4.5%
Jan 202640.4%32.6%14.6%8%4.4%
Feb 202640.4%32.6%14.6%8%4.4%
Mar 202642%34%12.5%6.8%4.6%
Apr 202637.2%36.9%13.5%7.4%5%
May 202640.9%33.1%14.9%6.7%4.5%
Jun 202640.3%32.7%14.6%8%4.4%
Jul 202642%34%12.5%6.8%4.6%
Aug 202641.5%33.5%12.3%8.2%4.5%
Sep 2026—————

  1. 1.Victorinox

    41.5%

    Held 1st. 455K estimated branded searches, +0.2% vs prior month. Share -0.6 points.

  2. 2.Leatherman

    33.5%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Benchmade

    12.3%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Spyderco

    8.2%

    Held 4th. 90.5K estimated branded searches, +22.3% vs prior month. Share +1.4 points.

  5. 5.Gerber

    4.5%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare search popularity between Victorinox and its closest rivals

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 pocket knife brands worldwide peaked at 42% in March 2026 and was lowest at 37% in November 2025.

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

  1. In August 2026, Spyderco gained estimated Share of Search among pocket knife brands worldwide, from 6.8% to 8.2%.

  2. In August 2026, Victorinox lost estimated Share of Search among pocket knife brands worldwide, from 42% to 41.5%.

  3. In August 2026, Leatherman lost estimated Share of Search among pocket knife brands worldwide, from 34% to 33.5%.

  4. Benchmade’s estimated Share of Search among pocket knife brands worldwide has lost ground for 3 months in a row, from 14.9% to 12.3% 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%Shown above
Multitool brands1st of 545.5%Show ranking
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

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How the Brand Demand Index is measured

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