--- title: "Luxury watch brands: Which brands are most popular in search?" description: "Compare the watch brands people buy. Share of Search among Rolex, Seiko, Tissot, Citizen and Omega, the luxury watch brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/luxury-watch-brands" publisher: "Brandwave" --- # Luxury watch brands: Which brands are most popular in search? Compare the watch brands people buy. Share of Search among Rolex, Seiko, Tissot, Citizen and Omega, the luxury watch brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Luxury watch brands - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Rolex, 57.3% ## 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. - 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. ## Compare search popularity between leading brands - [Rolex vs Seiko: compare search popularity](/demand/global-en/compare/rolex-vs-seiko): 57.3% against 25.6% Share of Search. - [Rolex vs Tissot: compare search popularity](/demand/global-en/compare/rolex-vs-tissot): 57.3% against 17.1% Share of Search. - [Seiko vs Tissot: compare search popularity](/demand/global-en/compare/seiko-vs-tissot): 25.6% against 17.1% Share of Search. ## How did search popularity change for luxury watch brands worldwide in August 2026? - In August 2026, Rolex gained estimated Share of Search among luxury watch brands worldwide, from 55.2% to 57.3%. - In August 2026, Seiko gained estimated Share of Search among luxury watch brands worldwide, from 24.7% to 25.6%. - In August 2026, Tissot lost estimated Share of Search among luxury watch brands worldwide, from 20.1% to 17.1%. - Estimated monthly branded searches for Omega worldwide fell 18.6% over 11 measured months, from 590 to 480 in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Rolex | 57.3% | 4.1M | +22.1% | Rolex | | 2 | Seiko | 25.6% | 1.8M | +22.0% | Seiko | | 3 | Tissot | 17.1% | 1.2M | 0.0% | Tissot | | 4 | Citizen | 0.04% | 2.9K | +20.8% | Citizen | | 5 | Omega | <0.01% | 480 | 0.0% | Omega | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Rolex | 4.1M | 57.3% | 1 | | Oct 2025 | Seiko | 1.8M | 25.6% | 2 | | Oct 2025 | Tissot | 1.2M | 17.1% | 3 | | Oct 2025 | Citizen | 2.9K | 0.04% | 4 | | Oct 2025 | Omega | 590 | <0.01% | 5 | | Nov 2025 | Rolex | 4.1M | 57.2% | 1 | | Nov 2025 | Seiko | 1.8M | 25.6% | 2 | | Nov 2025 | Tissot | 1.2M | 17.1% | 3 | | Nov 2025 | Citizen | 3.6K | 0.05% | 4 | | Nov 2025 | Omega | 590 | <0.01% | 5 | | Dec 2025 | Rolex | 5M | 60% | 1 | | Dec 2025 | Seiko | 1.8M | 22% | 2 | | Dec 2025 | Tissot | 1.5M | 18% | 3 | | Dec 2025 | Citizen | 2.4K | 0.03% | 4 | | Dec 2025 | Omega | 590 | <0.01% | 5 | | Jan 2026 | Rolex | 4.1M | 57.2% | 1 | | Jan 2026 | Seiko | 1.8M | 25.6% | 2 | | Jan 2026 | Tissot | 1.2M | 17.1% | 3 | | Jan 2026 | Citizen | 3.6K | 0.05% | 4 | | Jan 2026 | Omega | 590 | <0.01% | 5 | | Feb 2026 | Rolex | 4.1M | 62% | 1 | | Feb 2026 | Seiko | 1.5M | 22.8% | 2 | | Feb 2026 | Tissot | 1M | 15.2% | 3 | | Feb 2026 | Citizen | 2.9K | 0.04% | 4 | | Feb 2026 | Omega | 480 | <0.01% | 5 | | Mar 2026 | Rolex | 4.1M | 57.3% | 1 | | Mar 2026 | Seiko | 1.8M | 25.6% | 2 | | Mar 2026 | Tissot | 1.2M | 17.1% | 3 | | Mar 2026 | Citizen | 2.9K | 0.04% | 4 | | Mar 2026 | Omega | 480 | <0.01% | 5 | | Apr 2026 | Rolex | 4.1M | 60% | 1 | | Apr 2026 | Seiko | 1.5M | 22% | 2 | | Apr 2026 | Tissot | 1.2M | 17.9% | 3 | | Apr 2026 | Citizen | 2.4K | 0.04% | 4 | | Apr 2026 | Omega | 480 | <0.01% | 5 | | May 2026 | Rolex | 4.1M | 55.1% | 1 | | May 2026 | Seiko | 1.8M | 24.6% | 2 | | May 2026 | Tissot | 1.5M | 20.2% | 3 | | May 2026 | Citizen | 4.4K | 0.06% | 4 | | May 2026 | Omega | 590 | <0.01% | 5 | | Jun 2026 | Rolex | 3.4M | 52.3% | 1 | | Jun 2026 | Seiko | 1.8M | 28.6% | 2 | | Jun 2026 | Tissot | 1.2M | 19.1% | 3 | | Jun 2026 | Citizen | 2.4K | 0.04% | 4 | | Jun 2026 | Omega | 480 | <0.01% | 5 | | Jul 2026 | Rolex | 3.4M | 55.2% | 1 | | Jul 2026 | Seiko | 1.5M | 24.7% | 2 | | Jul 2026 | Tissot | 1.2M | 20.1% | 3 | | Jul 2026 | Citizen | 2.4K | 0.04% | 4 | | Jul 2026 | Omega | 480 | <0.01% | 5 | | Aug 2026 | Rolex | 4.1M | 57.3% | 1 | | Aug 2026 | Seiko | 1.8M | 25.6% | 2 | | Aug 2026 | Tissot | 1.2M | 17.1% | 3 | | Aug 2026 | Citizen | 2.9K | 0.04% | 4 | | Aug 2026 | Omega | 480 | <0.01% | 5 | | Sep 2026 | Citizen | — | — | — | | Sep 2026 | Omega | — | — | — | | Sep 2026 | Rolex | — | — | — | | Sep 2026 | Seiko | — | — | — | | Sep 2026 | Tissot | — | — | — | ## What is being compared - **Citizen**: Measured on the search term “citizen nz”. - **Omega**: Measured on the search term “omega nz”. - **Rolex**: Measured on the search term “rolex”. - **Seiko**: Measured on the search term “seiko”. - **Tissot**: Measured on the search term “tissot”. - [Citizen](/demand/global-en/brands/citizen) - [Omega](/demand/global-en/brands/omega) - [Rolex](/demand/global-en/brands/rolex) - [Seiko](/demand/global-en/brands/seiko) - [Tissot](/demand/global-en/brands/tissot) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Luxury watch brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/luxury-watch-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/luxury-watch-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.