Brandwave

Harry Winston vs Swarovski:Which is more popular?

In September 2026, Swarovski had more branded searches than Harry Winston among jewellery brands worldwide. Swarovski had about 4.1 million branded searches, while Harry Winston had 165,000. Swarovski made up 34.4% 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, Harry Winston appeared in two of the five answers and Swarovski in one. Harry Winston was mentioned before Swarovski in two out of three answers that named either.

Among jewellery brands worldwide in September 2026

Who do people search for more?

Swarovski, about 25 searches for every 1 for Harry Winston

Swarovski 4.1M searchesHarry Winston 165K searches

Who does AI mention more?

Harry Winston, mentioned in 2 of 5 answers, Swarovski in 1

Harry Winston in 2 of 5Swarovski in 1 of 5

Who does AI recommend more?

Harry Winston, named ahead of Swarovski in 2 of 3 answers

Harry Winston first in 2Swarovski first in 1

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two 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. Swarovski was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Harry Winston was listed before Swarovski in two out of three answers 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. +2 more
  11. Swarovski12th
  12. +1 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
  • Swarovski1 of 5Named in 1 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 Harry Winston or Swarovski more popular in search?

This chart shows how often people search Google for Harry Winston and Swarovski 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.

Harry Winston and Swarovski among jewellery brands worldwide, by month

Share of searches by month for Swarovski, 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 Harry Winston and Swarovski comparison changed over the last 12 months?

3 findings
  • Swarovski was ahead of Harry Winston in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery brands worldwide moved from 31.6% to 34.4%, and its estimated monthly branded searches held steady at 4.1M.

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

2 changes

  1. In September 2026, Swarovski gained share of searches among jewellery brands worldwide, from 33.4% to 34.4%.

  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 Harry Winston’s and Swarovski’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.

Harry Winston

1 branded search term

  • harry winston

Swarovski

1 branded search term

  • swarovski

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

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