Brandwave

Bulgari vs Harry Winston:Which is more popular?

In September 2026, Bulgari had more branded searches than Harry Winston among jewellery brands worldwide. Bulgari had about 301,000 branded searches, while Harry Winston had 165,000. Bulgari made up 2.5% of all jewellery brand searches we track, and Harry Winston accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Bulgari appeared in three of the five answers and Harry Winston in two. Bulgari was mentioned before Harry Winston in every answer that named either.

Among jewellery brands worldwide in September 2026

Who do people search for more?

Bulgari, about 82% more searches than Harry Winston

Bulgari 301K searchesHarry Winston 165K searches

Who does AI mention more?

Bulgari, mentioned in 3 of 5 answers, Harry Winston in 2

Bulgari in 3 of 5Harry Winston in 2 of 5

Who does AI recommend more?

Bulgari, named ahead of Harry Winston in 3 of 3 answers

Bulgari first in 3Harry Winston never first

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bulgari was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Harry Winston was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Bulgari was listed before Harry Winston in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Cartier1st
  2. Tiffany & Co.2nd
  3. Mejuri3rd
  4. Van Cleef & Arpels4th
  5. Pandora5th
  6. Bulgari6th
  7. Gorjana7th
  8. Missoma7th
  9. Harry Winston9th
  10. David Yurman10th
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Cartier4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tiffany & Co.4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mejuri4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pandora3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Van Cleef & Arpels3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bulgari3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • David Yurman2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gorjana2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harry Winston2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Missoma2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about jewellery brands

5 answers

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 Bulgari or Harry Winston more popular in search?

This chart shows how often people search Google for Bulgari and Harry Winston by name. Each line represents a brand's share of searches for all 13 jewellery brands we track, month by month, from English-language searches worldwide.

Bulgari and Harry Winston among jewellery brands worldwide, by month

Share of searches by month for Bulgari, Harry Winston. The figures are in the table below the chart.

View monthly share of searches table
MonthSwarovskiCartierPandoraTiffany & Co.David YurmanVan Cleef & ArpelsMejuriBulgariGorjanaHarry WinstonMissomaCatbirdMeadowlark
Oct 202531.6%25.9%12%12.8%4.3%2.8%3.5%2.8%1.9%1.6%0.57%0.27%<0.01%
Nov 202533.9%18.6%19.2%11.1%4.6%2%4.6%2%2%0.91%0.75%0.32%<0.01%
Dec 202534.8%15.6%21.3%11.4%5.7%2.1%3.1%2.1%2.1%1.1%0.51%0.26%<0.01%
Jan 202634.9%23.4%13.2%11.5%4.7%2.6%3.1%2.6%1.7%1.4%0.52%0.26%<0.01%
Feb 202638.1%20.9%12.7%12.5%4.2%2.3%3.4%2.3%1.9%1%0.46%0.24%<0.01%
Mar 202634.1%22.9%12.9%11.3%4.6%3.1%3.8%3.1%2.1%1.4%0.62%0.27%<0.01%
Apr 202633.5%22.5%11.3%13.4%5.5%3%3.7%3%2%1.4%0.5%0.26%<0.01%
May 202634.6%23.2%14.1%11.3%4.7%2.5%3.1%2.5%2.1%1.1%0.51%0.27%<0.01%
Jun 202633.6%22.5%15.6%11.2%4.5%3%3%2.5%2%1.1%0.61%0.26%<0.01%
Jul 202633.5%22.5%13.7%13.2%4.5%3%3%2.5%2%1.1%0.61%0.32%<0.01%
Aug 202633.4%22.4%12.7%13.2%4.5%3%3.7%2.5%2.5%1.3%0.6%0.26%<0.01%
Sep 202634.4%23.1%13%11.1%4.6%3.8%3.1%2.5%2.1%1.4%0.62%0.22%<0.01%

How has the Bulgari and Harry Winston comparison changed over the last 12 months?

3 findings
  • Bulgari was ahead of Harry Winston in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bulgari’s share of searches among jewellery brands worldwide moved from 2.8% to 2.5%, and its estimated monthly branded searches moved from 368K to 301K.
  • Across the 12 months ending September 2026, Harry Winston’s share of searches among jewellery brands worldwide moved from 1.6% to 1.4%, and its estimated monthly branded searches moved from 201K to 165K.

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

2 changes

  1. Estimated monthly branded searches for Bulgari worldwide fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

  2. Estimated monthly branded searches for Harry Winston worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bulgari’s and Harry Winston’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.

Bulgari

1 branded search term

  • bulgari

Harry Winston

1 branded search term

  • harry winston

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

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