Brandwave

Luxury watch brands:Which brands are most popular in search?

In August 2026, Rolex was the most searched among luxury watch brands worldwide, with an estimated 4.1M branded searches and 57.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Rolex57.3%
  2. Seiko25.6%
  3. Tissot17.1%
  4. Citizen0.04%
  5. Omega<0.01%

Follow luxury watch brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare the watch brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among luxury watch brands worldwide, by month

Share of Search by month for Rolex, Seiko, Tissot. The figures are in the table below the chart.

View monthly share of search table
MonthRolexSeikoTissotCitizenOmega
Oct 202557.3%25.6%17.1%0.04%<0.01%
Nov 202557.2%25.6%17.1%0.05%<0.01%
Dec 202560%22%18%0.03%<0.01%
Jan 202657.2%25.6%17.1%0.05%<0.01%
Feb 202662%22.8%15.2%0.04%<0.01%
Mar 202657.3%25.6%17.1%0.04%<0.01%
Apr 202660%22%17.9%0.04%<0.01%
May 202655.1%24.6%20.2%0.06%<0.01%
Jun 202652.3%28.6%19.1%0.04%<0.01%
Jul 202655.2%24.7%20.1%0.04%<0.01%
Aug 202657.3%25.6%17.1%0.04%<0.01%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Rolex

    57.3%

    Held 1st. 4.1M estimated branded searches, +22.1% vs prior month. Share +2.1 points.

  2. 2.Seiko

    25.6%

    Held 2nd. 1.8M estimated branded searches, +22% vs prior month. Share +0.9 points.

  3. 3.Tissot

    17.1%

    Held 3rd. 1.2M estimated branded searches, 0% vs prior month. Share -3 points.

  4. 4.Citizen

    0.04%

    Held 4th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

  5. 5.Omega

    <0.01%

    Held 5th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among luxury watch brands worldwide?

In August 2026, Rolex was the most searched among luxury watch brands worldwide, with an estimated 4.1M branded searches and 57.3% estimated Share of Search within this set. Seiko is in 2nd place, 31.6 percentage points behind at 25.6% Share of Search.

Global luxury watch brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Rolex57.3%62%Feb 202652.3%Jun 20261st
Seiko25.6%28.6%Jun 202622%Dec 20252nd
Tissot17.1%20.2%May 202615.2%Feb 20263rd
Citizen0.04%0.06%May 20260.03%Dec 20254th
Omega<0.01%<0.01%Oct 2025<0.01%Mar 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Rolex’s estimated Share of Search among luxury watch brands worldwide peaked at 62% in February 2026 and was lowest at 52.3% in June 2026.
  • Across the 11 months ending August 2026, Seiko’s estimated Share of Search among luxury watch brands worldwide peaked at 28.6% in June 2026 and was lowest at 22% in December 2025.
  • Across the 11 months ending August 2026, Tissot’s estimated Share of Search among luxury watch brands worldwide peaked at 20.2% in May 2026 and was lowest at 15.2% in February 2026.
  • Across the 11 months ending August 2026, Rolex, Seiko, Tissot, Citizen and Omega held steady: their estimated Share of Search among luxury watch brands worldwide each moved less than 0.5 percentage points.

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

  1. In August 2026, Rolex gained estimated Share of Search among luxury watch brands worldwide, from 55.2% to 57.3%.

  2. In August 2026, Seiko gained estimated Share of Search among luxury watch brands worldwide, from 24.7% to 25.6%.

  3. In August 2026, Tissot lost estimated Share of Search among luxury watch brands worldwide, from 20.1% to 17.1%.

  4. Estimated monthly branded searches for Omega worldwide fell 18.6% over 11 measured months, from 590 to 480 in August 2026.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start free