Brandwave

Watch brands:Which are searched most?

In September 2026, Casio was the most searched among watch brands worldwide, with an estimated 5.3M branded searches and 34.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Casio34.2%
  2. Rolex26.4%
  3. Seiko11.8%
  4. Tissot7.9%
  5. TAG Heuer6.5%
  6. Fossil5.3%
  7. Omega4.3%
  8. Citizen3.6%

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Share of SearchLeaderboard

Compare the watch brands people shop. 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 watch brands worldwide, by month

Share of Search by month for Casio, Rolex, Seiko, Tissot, TAG Heuer, Fossil, Omega, Citizen. The figures are in the table below the chart.

View monthly share of search table
MonthCasioRolexSeikoTissotTAG HeuerFossilOmegaCitizen
Oct 202530.2%27.7%12.4%8.3%8.3%5.6%4.6%3.1%
Nov 202533.4%25.7%11.5%7.7%7.7%6.3%4.2%3.5%
Dec 202528.4%30.1%11%9%7.3%6%4.1%4.1%
Jan 202627.8%28.7%12.9%8.6%7%7%4.7%3.2%
Feb 202628.8%31.5%11.6%7.7%6.3%6.3%4.2%3.5%
Mar 202628.7%29.3%13.1%8.7%7.2%5.9%3.9%3.2%
Apr 202629.4%30%11%8.9%7.3%6%4%3.3%
May 202627.6%27.7%12.4%10.2%8.3%5.6%4.6%3.8%
Jun 202632.2%24.4%13.3%8.9%7.3%4.9%4.9%4%
Jul 202633%25%11.2%9.1%7.5%5%5%4.1%
Aug 202634.6%26.3%11.7%7.8%6.4%5.3%4.3%3.5%
Sep 202634.2%26.4%11.8%7.9%6.5%5.3%4.3%3.6%

This month’s ranking, September 2026

  1. 1.Casio

    34.2%

    Held 1st. 5.3M estimated branded searches, -1.5% vs prior month. Share -0.3 points.

  2. 2.Rolex

    26.4%

    Held 2nd. 4.1M estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Seiko

    11.8%

    Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Tissot

    7.9%

    Held 4th. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.TAG Heuer

    6.5%

    Held 5th. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Fossil

    5.3%

    Held 6th. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Omega

    4.3%

    Held 7th. 674K estimated branded searches, +0.02% vs prior month. Share 0 points.

  8. 8.Citizen

    3.6%

    Held 8th. 553K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

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

In September 2026, Casio was the most searched among watch brands worldwide, with an estimated 5.3M branded searches and 34.2% estimated Share of Search within this set. Rolex is in 2nd place, 7.8 percentage points behind at 26.4% Share of Search.

Global watch brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Casio30.2% → 34.2%34.6%Aug 202627.6%May 20261st
Rolex27.7% → 26.4%31.5%Feb 202624.4%Jun 20262nd
Seiko12.4% → 11.8%13.3%Jun 202611%Apr 20263rd
Tissot8.3% → 7.9%10.2%May 20267.7%Nov 20255th → 4th
TAG Heuer8.3% → 6.5%8.3%May 20266.3%Feb 20264th → 5th
Fossil5.6% → 5.3%7%Jan 20264.9%Jun 20266th
Omega4.6% → 4.3%5%Jul 20263.9%Mar 20267th
Citizen3.1% → 3.6%4.1%Jul 20263.1%Oct 20258th

Each finding as a sentence

  • Across the 12 months ending September 2026, Casio’s estimated Share of Search among watch brands worldwide increased from 30.2% to 34.2%.
  • Across the 12 months ending September 2026, Rolex’s estimated Share of Search among watch brands worldwide decreased from 27.7% to 26.4%.
  • Across the 12 months ending September 2026, Seiko’s estimated Share of Search among watch brands worldwide decreased from 12.4% to 11.8%.
  • Across the 12 months ending September 2026, TAG Heuer’s estimated Share of Search among watch brands worldwide decreased from 8.3% to 6.5%.
  • Across the 12 months ending September 2026, Citizen’s estimated Share of Search among watch brands worldwide increased from 3.1% to 3.6%.
  • Across the 12 months ending September 2026, Casio’s estimated Share of Search among watch brands worldwide peaked at 34.6% in August 2026 and was lowest at 27.6% in May 2026.
  • Across the 12 months ending September 2026, Rolex’s estimated Share of Search among watch brands worldwide peaked at 31.5% in February 2026 and was lowest at 24.4% in June 2026.
  • Across the 12 months ending September 2026, Seiko’s estimated Share of Search among watch brands worldwide peaked at 13.3% in June 2026 and was lowest at 11% in April 2026.
  • Across the 12 months ending September 2026, Tissot’s estimated Share of Search among watch brands worldwide peaked at 10.2% in May 2026 and was lowest at 7.7% in November 2025.
  • Across the 12 months ending September 2026, TAG Heuer’s estimated Share of Search among watch brands worldwide peaked at 8.3% in May 2026 and was lowest at 6.3% in February 2026.
  • Across the 12 months ending September 2026, Fossil’s estimated Share of Search among watch brands worldwide peaked at 7% in January 2026 and was lowest at 4.9% in June 2026.
  • Across the 12 months ending September 2026, Omega’s estimated Share of Search among watch brands worldwide peaked at 5% in July 2026 and was lowest at 3.9% in March 2026.
  • Across the 12 months ending September 2026, Citizen’s estimated Share of Search among watch brands worldwide peaked at 4.1% in July 2026 and was lowest at 3.1% in October 2025.
  • Across the 12 months ending September 2026, Tissot rose from 5th to 4th among watch brands worldwide.
  • Across the 12 months ending September 2026, TAG Heuer fell from 4th to 5th among watch brands worldwide.
  • Across the 12 months ending September 2026, Fossil and Omega held steady: their estimated Share of Search among watch brands worldwide each moved less than 0.5 percentage points.

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

  1. Rolex’s estimated Share of Search among watch brands worldwide has gained ground for 3 months in a row, from 24.4% to 26.4% in September 2026.

  2. Estimated monthly branded searches for Citizen worldwide rose 22.1% over 12 measured months, from 453K to 553K in September 2026.

  3. Estimated monthly branded searches for Casio worldwide rose 18.9% over 12 measured months, from 4.5M to 5.3M in September 2026.

  4. Estimated monthly branded searches for TAG Heuer worldwide fell 18% over 12 measured months, from 1.2M to 1M in September 2026.

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