Brandwave

Florence Marine X vs Xcel:Which is more popular?

In September 2026, Florence Marine X and Xcel were level in searches among surf brands worldwide, with an estimated 9.9K branded searches each, at 0.21% of the total each. When we asked ChatGPT and Google AI Overviews about surf brands, Florence Marine X and Xcel each appeared in three of the five answers. Florence Marine X and Xcel were each mentioned first in two of the four answers that named either.

Among surf brands worldwide in September 2026

Who do people search for more?

Florence Marine X and Xcel are searched for about as often as each other.

Florence Marine X 9.9K searchesXcel 9.9K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Florence Marine X in 3 of 5Xcel in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Florence Marine X first in 2Xcel first in 2

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Florence Marine X was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Xcel was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Florence Marine X and Xcel were each listed first in two of the four answers that named either.

Most recommended by AI

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

  1. Rip Curl1st
  2. Billabong2nd
  3. O'Neill3rd
  4. Vissla4th
  5. Patagonia5th
  6. Outerknown6th
  7. Quiksilver7th
  8. Xcel8th
  9. Florence Marine X9th
  10. Volcom10th
  11. +1 more

Mentioned by AI

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

  • Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • O'Neill5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Billabong4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Vissla4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quiksilver3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Outerknown3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Florence Marine X3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Xcel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Roxy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about surf brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Florence Marine X or Xcel more popular in search?

This chart shows how often people search Google for Florence Marine X and Xcel by name. Each line represents a brand's share of searches for all 11 surf brands we track, month by month, from English-language searches worldwide.

Florence Marine X and Xcel among surf brands worldwide, by month

Share of searches by month for Florence Marine X, Xcel. The figures are in the table below the chart.

View monthly share of searches table
MonthPatagoniaRoxyBillabongRip CurlO'NeillQuiksilverVolcomOuterknownVisslaFlorence Marine XXcel
Oct 202566.2%7.3%7.3%6%4%4%4%0.66%0.36%0.13%0.2%
Nov 202566.6%7.3%7.3%6%4.1%3.3%4%0.66%0.36%0.13%0.2%
Dec 202561.7%8.3%8.3%6.8%4.6%4.5%4.5%0.61%0.33%0.15%0.18%
Jan 202660.7%10%8.2%6.7%4.5%4.5%4.5%0.49%0.33%0.12%0.15%
Feb 202663.6%8.5%8.5%5.7%4.7%3.8%3.8%0.63%0.34%0.15%0.15%
Mar 202659.4%9.7%9.7%6.5%5.4%4.4%3.6%0.59%0.39%0.18%0.18%
Apr 202655%11%11%7.4%5%4.9%4%0.66%0.45%0.2%0.24%
May 202654.4%10.9%10.9%7.3%6%4.9%4%0.66%0.54%0.2%0.24%
Jun 202654.4%10.9%10.9%7.3%6%4.9%4%0.66%0.54%0.24%0.2%
Jul 202652.4%12.9%10.5%7%7.1%4.7%3.8%0.63%0.52%0.23%0.19%
Aug 202654.3%10.9%10.9%7.3%6%4.9%4%0.8%0.54%0.24%0.2%
Sep 202657%11.4%9.4%6.3%5.2%5.1%4.2%0.69%0.46%0.21%0.21%

How has the Florence Marine X and Xcel comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Florence Marine X took it in June 2026.
  • Across the 12 months ending September 2026, Florence Marine X’s share of searches among surf brands worldwide moved from 0.13% to 0.21%, and its estimated monthly branded searches moved from 8.1K to 9.9K.
  • Across the 12 months ending September 2026, Xcel’s share of searches among surf brands worldwide moved from 0.2% to 0.21%, and its estimated monthly branded searches moved from 12.1K to 9.9K.

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

2 changes

  1. Estimated monthly branded searches for Florence Marine X worldwide rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026.

  2. Estimated monthly branded searches for Xcel worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Florence Marine X’s and Xcel’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.

Florence Marine X

1 branded search term

  • florence marine x

Xcel

1 branded search term

  • xcel wetsuit

How the Brand Demand Index is measured

Other head-to-heads among surf brands

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