Audemars Piguet vs Tissot:Which is more popular?
In September 2026, Tissot had more branded searches than Audemars Piguet among luxury watch brands worldwide. Tissot had about 1.2 million branded searches, while Audemars Piguet had 823,000. Tissot made up 8.9% of all luxury watch brand searches we track, and Audemars Piguet accounted for 6%. When we asked ChatGPT and Google AI Overviews about luxury watch brands, Audemars Piguet appeared in four of the five answers and Tissot in none.
Who do people search for more?
Tissot, about 48% more searches than Audemars Piguet
Who does AI mention more?
Audemars Piguet, mentioned in 4 of 5 answers, Tissot in 0
Who does AI recommend more?
Audemars Piguet, the only one of the two named
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Top luxury watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Audemars Piguet was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Tissot 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.
Rolex1st
Omega2nd
Cartier3rd
Patek Philippe4th- Audemars Piguet5th
Seiko6th
Citizen7th- Tissot–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rolex5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Cartier5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Omega5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Patek Philippe4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Audemars Piguet4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Seiko3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Citizen1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Tissot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about luxury watch brands
5 answers
Asked ChatGPT
“Which luxury watch brand should I buy?”
Asked ChatGPT
“What are the best luxury watch brands?”
Asked ChatGPT
“What's the best luxury watch brand for everyday wear?”
Searched Google, AI Overview
“luxury watch”
Searched Google, AI Overview
“watch brands”
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 19, 2026.
Is Audemars Piguet or Tissot more popular in search?
This chart shows how often people search Google for Audemars Piguet and Tissot by name. Each line represents a brand's share of searches for all eight luxury watch brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Tissot, Audemars Piguet. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rolex | Cartier | Patek Philippe | Seiko | Tissot | Audemars Piguet | Omega | Citizen |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.3% | 23.2% | 12.7% | 12.7% | 8.4% | 6.9% | 4.7% | 3.1% |
| Nov 2025 | 28.5% | 23.3% | 12.7% | 12.7% | 8.5% | 5.7% | 4.7% | 3.8% |
| Dec 2025 | 31.5% | 21.1% | 11.5% | 11.5% | 9.5% | 6.3% | 4.2% | 4.2% |
| Jan 2026 | 28.7% | 23.5% | 12.8% | 12.8% | 8.6% | 5.8% | 4.7% | 3.2% |
| Feb 2026 | 32.3% | 21.7% | 11.9% | 11.9% | 7.9% | 6.5% | 4.3% | 3.6% |
| Mar 2026 | 31% | 20.8% | 11.4% | 13.9% | 9.2% | 6.2% | 4.2% | 3.4% |
| Apr 2026 | 31% | 20.8% | 13.9% | 11.4% | 9.2% | 6.2% | 4.2% | 3.4% |
| May 2026 | 23.8% | 19.5% | 10.7% | 10.7% | 8.7% | 19.5% | 3.9% | 3.2% |
| Jun 2026 | 26% | 21.3% | 11.7% | 14.2% | 9.5% | 7.8% | 5.2% | 4.3% |
| Jul 2026 | 27.1% | 22.2% | 12.1% | 12.1% | 9.9% | 6.7% | 5.4% | 4.5% |
| Aug 2026 | 29.4% | 19.7% | 13.1% | 13.1% | 8.8% | 7.2% | 4.8% | 3.9% |
| Sep 2026 | 29.7% | 19.9% | 13.3% | 13.3% | 8.9% | 6% | 4.9% | 4% |
How has the Audemars Piguet and Tissot comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Audemars Piguet took it in May 2026, Tissot took it in June 2026.
- Across the 12 months ending September 2026, Audemars Piguet’s share of searches among luxury watch brands worldwide moved from 6.9% to 6%, and its estimated monthly branded searches moved from 1M to 823K.
- Across the 12 months ending September 2026, Tissot’s share of searches among luxury watch brands worldwide moved from 8.4% to 8.9%, and its estimated monthly branded searches held steady at 1.2M.
How did search popularity change for luxury watch brands worldwide in September 2026?
1 change
In September 2026, Audemars Piguet lost share of searches among luxury watch brands worldwide, from 7.2% to 6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Audemars Piguet’s and Tissot’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.
Audemars Piguet
1 branded search term
- audemars piguet
Tissot
1 branded search term
- tissot
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