Brandwave

Bulgari vs Pandora:Which is more popular?

In September 2026, Pandora had more branded searches than Bulgari among jewellery brands worldwide. Pandora had about 1.6 million branded searches, while Bulgari had 301,000. Pandora made up 13% of all jewellery brand searches we track, and Bulgari accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Bulgari and Pandora each appeared in three of the five answers. Pandora was mentioned before Bulgari in three out of five answers.

Among jewellery brands worldwide in September 2026

Who do people search for more?

Pandora, about 5 searches for every 1 for Bulgari

Pandora 1.6M searchesBulgari 301K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Bulgari in 3 of 5Pandora in 3 of 5

Who does AI recommend more?

Pandora, named ahead of Bulgari in 3 of 5 answers

Pandora first in 3Bulgari first in 2

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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. Pandora was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Pandora was listed before Bulgari in three out of five answers.

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 Pandora more popular in search?

This chart shows how often people search Google for Bulgari and Pandora 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 Pandora among jewellery brands worldwide, by month

Share of searches by month for Pandora, Bulgari. 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 Pandora comparison changed over the last 12 months?

3 findings
  • Pandora was ahead of Bulgari 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, Pandora’s share of searches among jewellery brands worldwide moved from 12% to 13%, and its estimated monthly branded searches held steady at 1.6M.

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

2 changes

  1. In September 2026, Pandora rose from 4th to 3rd among jewellery brands worldwide.

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

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Bulgari’s and Pandora’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

Pandora

2 branded search terms

  • pandora charms
  • pandora jewelry

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

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