Fossil vs Rolex:Which is searched more?
In September 2026, Rolex had more branded searches than Fossil among watch brands worldwide. Rolex was estimated to have 4.1M branded searches compared to Fossil’s 838K, and held a 26.4% Share of Search versus Fossil’s 5.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Fossil or Rolex?
Compare the watch brands people shop. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Rolex, Fossil. The figures are in the table below the chart.
View monthly share of search table
| Month | Casio | Rolex | Seiko | Tissot | TAG Heuer | Fossil | Omega | Citizen |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.2% | 27.7% | 12.4% | 8.3% | 8.3% | 5.7% | 4.6% | 3% |
| Nov 2025 | 33.4% | 25.7% | 11.5% | 7.7% | 7.7% | 6.4% | 4.2% | 3.5% |
| Dec 2025 | 28.3% | 30% | 11% | 9% | 7.3% | 6.2% | 4% | 4% |
| Jan 2026 | 27.8% | 28.7% | 12.8% | 8.6% | 7% | 7.2% | 4.7% | 3.2% |
| Feb 2026 | 28.8% | 31.5% | 11.5% | 7.7% | 6.3% | 6.4% | 4.2% | 3.5% |
| Mar 2026 | 28.7% | 29.2% | 13.1% | 8.7% | 7.2% | 6% | 3.9% | 3.2% |
| Apr 2026 | 29.3% | 30% | 11% | 8.9% | 7.3% | 6.1% | 4% | 3.3% |
| May 2026 | 27.6% | 27.7% | 12.4% | 10.2% | 8.3% | 5.7% | 4.6% | 3.7% |
| Jun 2026 | 32.1% | 24.4% | 13.3% | 8.9% | 7.3% | 5% | 4.9% | 4% |
| Jul 2026 | 32.9% | 25% | 11.2% | 9.1% | 7.5% | 5.1% | 5% | 4.1% |
| Aug 2026 | 34.6% | 26.2% | 11.7% | 7.8% | 6.4% | 5.4% | 4.3% | 3.5% |
| Sep 2026 | 34.2% | 26.4% | 11.8% | 7.9% | 6.4% | 5.4% | 4.3% | 3.5% |
How has the Fossil and Rolex comparison changed over the last 12 months?
3 findings
- Rolex was ahead of Fossil in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fossil’s estimated Share of Search among watch brands worldwide moved from 5.7% to 5.4%, and its estimated monthly branded searches moved from 841K to 838K.
- Across the 12 months ending September 2026, Rolex’s estimated Share of Search among watch brands worldwide moved from 27.7% to 26.4%, and its estimated monthly branded searches held steady at 4.1M.
How did search popularity change for watch brands worldwide in September 2026?
1 change
Rolex’s estimated Share of Search among watch brands worldwide has gained ground for 3 months in a row, from 24.4% to 26.4% in September 2026.
Other head-to-heads among watch brands
How each brand is measured
Brandwave collects information about searches that people make online using Fossil’s and Rolex’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.