Brandwave

GLOBAL vs Victorinox:Which is more popular?

In September 2026, GLOBAL had more branded searches than Victorinox among knife block brands worldwide. GLOBAL had about 880 branded searches, while Victorinox had 480. GLOBAL made up 25.6% of all knife block brand searches we track, and Victorinox accounted for 14%. When we asked ChatGPT and Google AI Overviews about knife block brands, Victorinox appeared in three of the five answers and GLOBAL in none.

Among knife block brands worldwide in September 2026

Who do people search for more?

GLOBAL, about 83% more searches than Victorinox

GLOBAL 880 searchesVictorinox 480 searches

Who does AI mention more?

Victorinox, mentioned in 3 of 5 answers, GLOBAL in 0

Victorinox in 3 of 5GLOBAL in 0 of 5

Who does AI recommend more?

Victorinox, the only one of the two named

Victorinox first in 3GLOBAL never named

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Top knife block brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Victorinox was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. GLOBAL did not appear in any of the five answers.

Most recommended by AI

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

  1. Wusthof1st
  2. Shun2nd
  3. Victorinox3rd
  4. GLOBAL–

Mentioned by AI

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

  • Wusthof3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shun3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Victorinox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about knife block brands

5 answers

  • Asked ChatGPT

    “Which knife block brand should I buy?”

    1. 1Wusthof
    2. 2Victorinox

  • Asked ChatGPT

    “What are the best knife block brands?”

    1. 1Wusthof
    2. 2Shun
    3. 3Victorinox

  • Asked ChatGPT

    “What's the best knife block brand for countertop storage?”

    1. 1Wusthof
    2. 2Shun
    3. 3Victorinox

  • Searched Google, AI Overview

    “knife block set”

    1. 1Shun

  • Searched Google, AI Overview

    “wooden knife block”

    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.

    Is GLOBAL or Victorinox more popular in search?

    This chart shows how often people search Google for GLOBAL and Victorinox by name. Each line represents a brand's share of searches for all four knife block brands we track, month by month, from English-language searches worldwide.

    GLOBAL and Victorinox among knife block brands worldwide, by month

    Share of searches by month for GLOBAL, Victorinox. The figures are in the table below the chart.

    View monthly share of searches table
    MonthWusthofGLOBALShunVictorinox
    Oct 202567.7%7.4%20.1%4.9%
    Nov 202568.4%9%16.6%6.1%
    Dec 202569.3%6.1%20.7%3.8%
    Jan 202668.2%6.9%20%5%
    Feb 202675.2%6.7%14.4%3.6%
    Mar 202660.3%4.4%32.9%2.4%
    Apr 202679.6%4.7%12.5%3.2%
    May 202660%8%26.7%5.3%
    Jun 202644%7.2%44%4.8%
    Jul 202677.5%8.5%8.5%5.6%
    Aug 202673.5%12%6.5%8%
    Sep 202646.5%25.6%14%14%

    How has the GLOBAL and Victorinox comparison changed over the last 12 months?

    3 findings
    • GLOBAL was ahead of Victorinox in every measured month of the 12 months ending September 2026.
    • Across the 12 months ending September 2026, GLOBAL’s share of searches among knife block brands worldwide moved from 7.4% to 25.6%, and its estimated monthly branded searches held steady at 880.
    • Across the 12 months ending September 2026, Victorinox’s share of searches among knife block brands worldwide moved from 4.9% to 14%, and its estimated monthly branded searches moved from 590 to 480.

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

    3 changes

    1. In September 2026, Shun overtook Victorinox to rank 3rd among knife block brands worldwide, with 14% of the searches.

    2. In September 2026, GLOBAL gained share of searches among knife block brands worldwide, from 12% to 25.6%.

    3. In September 2026, Victorinox gained share of searches among knife block brands worldwide, from 8% to 14%.

    How are branded searches counted?

    2 search terms

    Brandwave collects information about searches that people make online using GLOBAL’s and Victorinox’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

    GLOBAL

    1 branded search term

    • global kitchen knives

    Victorinox

    1 branded search term

    • victorinox knife block

    How the Brand Demand Index is measured

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