Bulang & Sons vs Delugs:Which is more popular?
In October 2026, Delugs had more branded searches than Bulang & Sons among watch strap brands worldwide. Delugs had about 33,100 branded searches, while Bulang & Sons had 6,600. Delugs made up 25.4% of all watch strap brand searches we track, and Bulang & Sons accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about watch strap brands, Delugs appeared in three of the five answers and Bulang & Sons in none.
Who do people search for more?
Delugs, about 5 searches for every 1 for Bulang & Sons
Who does AI mention more?
Delugs, mentioned in 3 of 5 answers, Bulang & Sons in 0
Who does AI recommend more?
Delugs, the only one of the two named
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Top watch strap brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Delugs was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Bulang & Sons 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Barton4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Hirsch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Delugs3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Jean Rousseau2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Crown & Buckle2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Molequin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Strapcode1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Artem1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Uncle Straps0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Bulang & Sons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about watch strap brands
5 answers
Asked ChatGPT
“Where's the best place to buy watch straps?”
Asked ChatGPT
“What are the best watch strap brands?”
Asked ChatGPT
“Which brand makes the best leather watch straps?”
Searched Google, AI Overview
“watch straps”
Searched Google, AI Overview
“leather watch strap”
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 27, 2026.
Is Bulang & Sons or Delugs more popular in search?
This chart shows how often people search Google for Bulang & Sons and Delugs by name. Each line represents a brand's share of searches for all 14 watch strap brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Delugs, Bulang & Sons. The figures are in the table below the chart.
View monthly share of searches table
| Month | Delugs | Uncle Straps | WatchGecko | Strapcode | Barton | Jean Rousseau | Hirsch | Crown & Buckle | Artem | Bulang & Sons | Nomad | Crafter Blue | Molequin | Cheapest NATO Straps |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 24.2% | 8.8% | 10.8% | 7.2% | 7.3% | 6.7% | 6.4% | 5.3% | 5.9% | 3.9% | 5.9% | 3.2% | 3.1% | 1.2% |
| Dec 2025 | 21.4% | 9.5% | 9.5% | 7.8% | 9.3% | 6% | 6.3% | 5.7% | 6.4% | 4.3% | 6.4% | 2.8% | 3.4% | 1.3% |
| Jan 2026 | 20.2% | 11% | 9% | 9% | 8.8% | 5.7% | 7.3% | 5.4% | 7.4% | 4% | 4.9% | 3.3% | 2.7% | 1.4% |
| Feb 2026 | 21% | 9.4% | 11.5% | 7.7% | 12.9% | 6.1% | 7% | 4.6% | 5.1% | 4.2% | 4.2% | 2.8% | 2.4% | 1.2% |
| Mar 2026 | 20.6% | 11.3% | 9.2% | 7.5% | 9% | 7.2% | 7.5% | 5.6% | 6.2% | 5% | 4.1% | 3.3% | 2.4% | 1.2% |
| Apr 2026 | 23.6% | 10.5% | 8.6% | 8.6% | 9.8% | 6.7% | 6.4% | 5.2% | 5.8% | 4.7% | 3.8% | 3.1% | 2.2% | 0.93% |
| May 2026 | 30.5% | 9.1% | 9.1% | 7.5% | 7.3% | 6% | 6% | 5.4% | 6.1% | 4.1% | 3.3% | 2.7% | 1.9% | 0.99% |
| Jun 2026 | 26.3% | 9.6% | 9.6% | 7.9% | 9.1% | 5.1% | 6.4% | 5.7% | 6.4% | 4.3% | 3.5% | 2.9% | 2.1% | 1% |
| Jul 2026 | 26.5% | 9.7% | 9.7% | 7.9% | 9% | 5.4% | 6.4% | 4.8% | 5.3% | 4.3% | 3.5% | 4.3% | 2.1% | 1% |
| Aug 2026 | 25.5% | 11.4% | 9.3% | 7.6% | 8.8% | 6.1% | 6.2% | 5.7% | 6.2% | 4.2% | 3.4% | 2.8% | 2% | 0.82% |
| Sep 2026 | 23.9% | 10.7% | 8.7% | 7.2% | 8.3% | 8.3% | 5.8% | 5.2% | 5.9% | 4.8% | 5.9% | 2.6% | 1.9% | 0.94% |
| Oct 2026 | 25.4% | 11.4% | 9.3% | 7.6% | 7.4% | 7.2% | 6.1% | 5.5% | 5.1% | 5.1% | 4.1% | 2.8% | 2% | 1% |
How has branded search for Bulang & Sons and Delugs changed worldwide over the last 12 months?
3 findings
- Delugs was ahead of Bulang & Sons in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Bulang & Sons’ share of searches among watch strap brands worldwide moved from 3.9% to 5.1%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
- Across the 12 months ending October 2026, Delugs’ share of searches among watch strap brands worldwide moved from 24.2% to 25.4%, and its estimated monthly branded searches held steady at 33.1K.
How did search popularity change for watch strap brands worldwide in October 2026?
2 changes
In October 2026, Delugs gained share of searches among watch strap brands worldwide, from 23.9% to 25.4%.
In October 2026, Bulang & Sons rose from 11th to 10th among watch strap brands worldwide.
How are Bulang & Sons’ and Delugs’ branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bulang & Sons’ and Delugs’ 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.
Bulang & Sons
1 branded search term
- bulang and sons
Delugs
1 branded search term
- delugs
Other head-to-heads among watch strap brands
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