--- title: "Wallet brands: Which brands are most popular in search?" description: "Compare the wallet brands people buy. Share of Search among Ridge, Bellroy, Secrid, Herschel and Fossil, the wallet 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/wallet-brands" publisher: "Brandwave" --- # Wallet brands: Which brands are most popular in search? Compare the wallet brands people buy. Share of Search among Ridge, Bellroy, Secrid, Herschel and Fossil, the wallet 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**: Wallet brands - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Ridge, 36.1% ## Which brand is most popular in search among wallet brands worldwide? - In August 2026, Ridge was the most searched among wallet brands worldwide, with an estimated 301K branded searches and 36.1% estimated Share of Search within this set. - Bellroy is in 2nd place, 3.2 percentage points behind at 32.9% Share of Search. - Across the 11 months ending August 2026, Ridge’s estimated Share of Search among wallet brands worldwide increased from 34.5% to 36.1%. - Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among wallet brands worldwide increased from 30.9% to 32.9%. - Across the 11 months ending August 2026, Secrid’s estimated Share of Search among wallet brands worldwide decreased from 28.2% to 24.1%. - Across the 11 months ending August 2026, Herschel’s estimated Share of Search among wallet brands worldwide increased from 3.8% to 4.9%. - Across the 11 months ending August 2026, Ridge’s estimated Share of Search among wallet brands worldwide peaked at 41.1% in May 2026 and was lowest at 30.1% in November 2025. - Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among wallet brands worldwide peaked at 33.3% in July 2026 and was lowest at 27% in January 2026. - Across the 11 months ending August 2026, Secrid’s estimated Share of Search among wallet brands worldwide peaked at 36.8% in November 2025 and was lowest at 22.5% in May 2026. - Across the 11 months ending August 2026, Herschel’s estimated Share of Search among wallet brands worldwide peaked at 4.9% in August 2026 and was lowest at 3.1% in April 2026. - Across the 11 months ending August 2026, Fossil’s estimated Share of Search among wallet brands worldwide peaked at 3.5% in December 2025 and was lowest at 1.9% in March 2026. - Across the 11 months ending August 2026, Fossil held steady: its estimated Share of Search among wallet brands worldwide moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Ridge vs Bellroy: compare search popularity](/demand/global-en/compare/bellroy-vs-ridge): 36.1% against 32.9% Share of Search. - [Ridge vs Secrid: compare search popularity](/demand/global-en/compare/ridge-vs-secrid): 36.1% against 24.1% Share of Search. - [Ridge vs Herschel: compare search popularity](/demand/global-en/compare/herschel-vs-ridge): 36.1% against 4.9% Share of Search. - [Ridge vs Fossil: compare search popularity](/demand/global-en/compare/fossil-wallets-vs-ridge): 36.1% against 2.2% Share of Search. - [Bellroy vs Secrid: compare search popularity](/demand/global-en/compare/bellroy-vs-secrid): 32.9% against 24.1% Share of Search. - [Bellroy vs Herschel: compare search popularity](/demand/global-en/compare/bellroy-vs-herschel): 32.9% against 4.9% Share of Search. - [Bellroy vs Fossil: compare search popularity](/demand/global-en/compare/bellroy-vs-fossil-wallets): 32.9% against 2.2% Share of Search. - [Secrid vs Herschel: compare search popularity](/demand/global-en/compare/herschel-vs-secrid): 24.1% against 4.9% Share of Search. - [Secrid vs Fossil: compare search popularity](/demand/global-en/compare/fossil-wallets-vs-secrid): 24.1% against 2.2% Share of Search. - [Herschel vs Fossil: compare search popularity](/demand/global-en/compare/fossil-wallets-vs-herschel): 4.9% against 2.2% Share of Search. ## How did search popularity change for wallet brands worldwide in August 2026? - Herschel’s estimated Share of Search among wallet brands worldwide has gained ground for 3 months in a row, from 3.7% to 4.9% in August 2026. - Estimated monthly branded searches for Bellroy worldwide rose 24.6% over 11 measured months, from 220K to 274K in August 2026. - Estimated monthly branded searches for Ridge worldwide rose 22.4% over 11 measured months, from 246K to 301K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Ridge | 36.1% | 301K | +22.4% | Ridge | | 2 | Bellroy | 32.9% | 274K | +19.7% | Bellroy | | 3 | Secrid | 24.1% | 201K | +21.8% | Secrid | | 4 | Herschel | 4.9% | 40.5K | +22.4% | Herschel | | 5 | Fossil | 2.2% | 18.1K | +22.3% | Fossil | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Ridge | 246K | 34.5% | 1 | | Oct 2025 | Bellroy | 220K | 30.9% | 2 | | Oct 2025 | Secrid | 201K | 28.2% | 3 | | Oct 2025 | Herschel | 27.1K | 3.8% | 4 | | Oct 2025 | Fossil | 18.1K | 2.5% | 5 | | Nov 2025 | Secrid | 368K | 36.8% | 1 | | Nov 2025 | Ridge | 301K | 30.1% | 2 | | Nov 2025 | Bellroy | 270K | 27% | 3 | | Nov 2025 | Herschel | 33.1K | 3.3% | 4 | | Nov 2025 | Fossil | 27.1K | 2.7% | 5 | | Dec 2025 | Ridge | 301K | 32.1% | 1 | | Dec 2025 | Secrid | 301K | 32.1% | 2 | | Dec 2025 | Bellroy | 269K | 28.7% | 3 | | Dec 2025 | Fossil | 33.1K | 3.5% | 4 | | Dec 2025 | Herschel | 33.1K | 3.5% | 5 | | Jan 2026 | Ridge | 301K | 36.9% | 1 | | Jan 2026 | Secrid | 246K | 30.1% | 2 | | Jan 2026 | Bellroy | 220K | 27% | 3 | | Jan 2026 | Herschel | 27.1K | 3.3% | 4 | | Jan 2026 | Fossil | 22.2K | 2.7% | 5 | | Feb 2026 | Ridge | 246K | 38.9% | 1 | | Feb 2026 | Bellroy | 184K | 29.1% | 2 | | Feb 2026 | Secrid | 165K | 26.1% | 3 | | Feb 2026 | Herschel | 22.2K | 3.5% | 4 | | Feb 2026 | Fossil | 14.8K | 2.3% | 5 | | Mar 2026 | Ridge | 301K | 39.2% | 1 | | Mar 2026 | Bellroy | 224K | 29.2% | 2 | | Mar 2026 | Secrid | 201K | 26.2% | 3 | | Mar 2026 | Herschel | 27.1K | 3.5% | 4 | | Mar 2026 | Fossil | 14.8K | 1.9% | 5 | | Apr 2026 | Ridge | 246K | 34.7% | 1 | | Apr 2026 | Bellroy | 224K | 31.7% | 2 | | Apr 2026 | Secrid | 201K | 28.4% | 3 | | Apr 2026 | Herschel | 22.2K | 3.1% | 4 | | Apr 2026 | Fossil | 14.8K | 2.1% | 5 | | May 2026 | Ridge | 301K | 41.1% | 1 | | May 2026 | Bellroy | 224K | 30.6% | 2 | | May 2026 | Secrid | 165K | 22.5% | 3 | | May 2026 | Herschel | 27.1K | 3.7% | 4 | | May 2026 | Fossil | 14.8K | 2% | 5 | | Jun 2026 | Ridge | 246K | 32.1% | 1 | | Jun 2026 | Secrid | 246K | 32.1% | 2 | | Jun 2026 | Bellroy | 224K | 29.2% | 3 | | Jun 2026 | Herschel | 33.1K | 4.3% | 4 | | Jun 2026 | Fossil | 18.1K | 2.4% | 5 | | Jul 2026 | Ridge | 246K | 35.8% | 1 | | Jul 2026 | Bellroy | 229K | 33.3% | 2 | | Jul 2026 | Secrid | 165K | 24% | 3 | | Jul 2026 | Herschel | 33.1K | 4.8% | 4 | | Jul 2026 | Fossil | 14.8K | 2.2% | 5 | | Aug 2026 | Ridge | 301K | 36.1% | 1 | | Aug 2026 | Bellroy | 274K | 32.9% | 2 | | Aug 2026 | Secrid | 201K | 24.1% | 3 | | Aug 2026 | Herschel | 40.5K | 4.9% | 4 | | Aug 2026 | Fossil | 18.1K | 2.2% | 5 | | Sep 2026 | Bellroy | — | — | — | | Sep 2026 | Fossil | — | — | — | | Sep 2026 | Herschel | — | — | — | | Sep 2026 | Ridge | — | — | — | | Sep 2026 | Secrid | — | — | — | ## What is being compared - **Bellroy**: Measured on the search terms “bellroy”, “bellroy backpack”, “bellroy com”, “bellroy travel backpack” and “travel backpack bellroy”, summed into one figure. - **Fossil**: Measured on the search term “fossil wallet”. - **Herschel**: Measured on the search term “herschel bag”. - **Ridge**: Measured on the search term “ridge”. - **Secrid**: Measured on the search term “secrid”. - [Bellroy](/demand/global-en/brands/bellroy) - [Fossil](/demand/global-en/brands/fossil-wallets) - [Herschel](/demand/global-en/brands/herschel) - [Ridge](/demand/global-en/brands/ridge) - [Secrid](/demand/global-en/brands/secrid) ## 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 wallet brands worldwide? In August 2026, Ridge was the most searched among wallet brands worldwide, with an estimated 301K branded searches and 36.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Wallet brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/wallet-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/wallet-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.